Most people don’t imagine a career in medical device sales starting with football pads and NFL training camps. But that’s exactly how James Watkins’ story begins.

On the New to Medical Device Sales podcast, James shared his journey from growing up in a small Alabama town, to playing in the NFL, to becoming a Vice President at Medtronic. His path is filled with grit, discipline, and lessons anyone breaking into (or growing in) this industry can learn from.

Growing Up with Discipline: “Find Your People”

James grew up in a town of just 400 people. His father, a former Pittsburgh Steeler, pushed athletics, while his mother, who earned seven college degrees, demanded excellence in the classroom.

The takeaway: discipline was non-negotiable. Daily running, academic rigor, and accountability shaped James’ work ethic early on.

But he also learned a lesson that would carry him through the NFL and beyond: not everyone wants to work as hard as you do. Instead of wasting energy trying to change others, James says, “Find your people.” Surround yourself with those who share your hunger and drive.

Lessons from Vanderbilt and the NFL

At Vanderbilt, James saw firsthand the difference between teammates who wanted to just “be there” and those who wanted to excel. That gap widened when he made it to the NFL.

Even at the professional level, he realized some players were content with good enough, while others relentlessly pushed for greatness.

The lesson: align yourself with the ones who pull harder on the rope.

Breaking into Pharma: Persistence Wins

When football ended, James had no corporate experience. But he knew he wanted sales.

He chased a recruiter for six months straight — following up every week until she finally called back with an opportunity. That persistence landed him his first pharmaceutical sales role.

It wasn’t glamorous, but it was a start. And James worked it like he was still in training camp.

From Suits to Scrubs: The Move into Medical Devices

One day in the hospital, James noticed the difference between pharma reps and device reps.

• Pharma reps: in suits, waiting in the hallways, hoping to catch a doctor between patients.
  
  
• Device reps: in scrubs, walking into surgeries, advising surgeons in real time.
  
  

James thought: “That’s the job I want.”

But breaking in wasn’t easy. He had to take a pay cut as an associate and humble himself to learn a new side of sales. Still, the long-term upside was worth it.

Grinding Pays Off

In devices, James built a reputation for outworking everyone else.

• He studied relentlessly.
  
  
• He prepared obsessively for cases.
  
  
• He built relationships with everyone — from scrub techs to surgeons to hospital staff.
  
  

His consistency paid off when contracts shifted. Years of showing up with effort and integrity meant he had built trust — and that opened doors for rapid growth.

As James puts it: “You don’t have to get ready if you stay ready.”

Leadership: Grabbing the Rope with Your Team

Eventually, James became a Regional Sales Manager. But he didn’t lead from behind a desk.

Instead, he believed in grabbing the rope with his team. That meant:

• Coaching reps individually, because no two personalities are the same.
  
  
• Joining them in the grind, not just pointing where to go.
  
  
• Hiring for discipline over motivation — because discipline lasts when motivation fades.
  
  

His leadership philosophy was simple: build trust, model effort, and invest in your people.

The Power of Communication

Later in his career, James realized that hustle alone wasn’t enough.

He invested in courses like Toastmasters and Dale Carnegie to sharpen his communication skills. Why? Because telling your story with clarity is just as important as the work behind it.

For reps breaking in: being able to confidently explain why you in an interview can set you apart as much as your resume.

Key Advice for Breaking Into Medical Device Sales

James’ journey proves that you don’t need a perfect background to succeed. Here are his top lessons:

• Persistence beats perfection. Follow up until you get your shot.
  
  
• Be the mayor of the hospital. Build relationships with everyone, not just surgeons.
  
  
• Prepare like crazy. You won’t always get notice before opportunity knocks.
  
  
• Do the job before you get the job. Show leadership and ownership before you’re promoted.
  
  
• Sharpen your story. How you communicate can make or break your chances.
  
  

Final Thoughts

James Watkins’ story is about more than career success, it’s about grit, discipline, and finding the right people to run with.

From NFL practice fields to hospital ORs, he’s lived by the same rules: show up, put in the work, and never stop preparing.

And that’s the ultimate takeaway for anyone looking to break into medical device sales: your story doesn’t have to start in sales but it does have to start with effort.

Want More Details?

For the full story and more insights, watch the full episode on YouTube or listen on Spotify and Apple Podcasts. Don't miss out on valuable lessons and experiences!

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All the best,

Jacob McLaughlin