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Is Relationship Selling Dying in Medical Sales?

Everyone knows your name at the office. The staff loves you. You get access whenever you want. So why is your competition still walking away with 70% of the business?

In this episode, Joe Licata breaks down one of the most dangerous traps in medical sales: mistaking friendship for influence. Joe explains why access isn't the same as trust, why being liked has never been enough to win market share, and why physicians simply don't need reps for information the way they used to, not when AI can answer clinical questions in seconds.

You'll learn the real difference between the rep everyone loves and the rep who actually gets used, why "the doctor is mine" is one of the most dangerous phrases in the business, and how top performers ask the uncomfortable questions most reps are too afraid to bring up. Joe also digs into how the Sunshine Act reshaped rep access, what real access building looks like for reps trying to break in, and why a "yes" from a physician doesn't mean anything until it's actually on the schedule.

Plus, live Q&A covering: ✅ What happens when your main contact retires or changes systems ✅ Competing with a rep who's genuinely the surgeon's friend ✅ Selling into ASCs when the surgeon is also the owner ✅ Whether CRMs and AI tools are making reps worse at reading a room ✅ Handwritten notes vs. video messages for outreach ✅ How to tell a real "yes" from a fake one

If you've been struggling to break into medical sales, getting ghosted after interviews, or you're in the field and want to build real, lasting business instead of just friendships, this episode is for you.

📌 Struggling to land interviews or break into medical device/pharma sales? Join the RepPath Academy: https://reppath.com/pages/program or send Joe a DM to schedule a call.

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