Breaking into medical device sales is no easy feat. But with persistence, a willingness to learn, and the right mindset, anything is possible. Take Heidi Spiegel, for example. With over 20 years in the industry, Heidi has made her mark not only as a sales rep but also as a global product manager at Medtronic, one of the biggest names in medical devices.

Her journey wasn't exactly smooth sailing from the start, but she got there by being coachable, continuously pushing her limits, and always staying curious.

From Marketing to Sales

Heidi’s career began in marketing, where she quickly realized she had more to learn. So, she dove deep into sales training to connect with her sales force on a deeper level. She didn't stop there, she transitioned from marketing into actual sales. Once she nailed the sales side, she was asked to teach others, taking on a role in sales training. This mix of experiences gave Heidi a unique perspective, one that allows her to see how sales and marketing need to work together to drive success.

The Struggles and Lessons From the Field

Heidi's rise wasn’t without challenges. One of the key takeaways from her journey? Sales is a grind. Early in her career, she worked through tough situations, balancing everything family, work, and the constant hustle. She learned quickly that confidence was key in this field, especially when dealing with surgeons or doctors who can intimidate you at first. But it wasn’t just about knowing the product. Heidi believes the key to success is understanding the customers' needs and being able to ask the right questions.

The Importance of Being Coachable

Heidi emphasizes the importance of being coachable. You don’t know it all when you start, and the faster you realize that, the quicker you’ll grow. Whether you’re a fresh new hire or a seasoned rep, there’s always something to learn. Just like in the operating room, sometimes the best way to move forward is to listen—whether it’s a frustrated colleague or a surgeon who’s venting about a product. Taking that feedback and using it to improve is a game changer.

Overcoming the “Humble Pie” Moments

Every sales rep has their own version of the humble pie moment. For Heidi, that meant dealing with tough situations, like getting kicked out of an operating room by a doctor. But, instead of letting it crush her, she used it as a lesson to grow. In the world of med device sales, respect for the people you work with whether they’re surgeons, nurses, or janitors is crucial. It’s all about teamwork and understanding that you’re there to help, not push your agenda.

Is Relationship Selling Dead?

Heidi doesn’t believe in the “hard sell.” She’s not a fan of pushing products on people. Instead, she encourages reps to see themselves as consultants, focusing on building relationships and solving problems. In her experience, the best reps are the ones who listen closely, ask intelligent questions, and understand what the customer actually needs. This approach might not lead to immediate sales, but it’s the kind of long-term thinking that creates lasting trust and success.

The Value of Networking and Taking Risks

Another big part of Heidi’s success has been networking. She knows that making connections can change your career trajectory, and she credits much of her growth to the relationships she built along the way. She also took a huge risk when she transitioned from a distributorship to a corporate role, but that risk paid off.

Final Thoughts

In med device sales, success doesn’t come overnight. It takes hard work, learning from mistakes, and being willing to step out of your comfort zone. Heidi’s story is proof that with the right mindset, anyone can make it in this competitive industry. The key is to stay curious, be coachable, and never stop growing.

So, if you're in sales or thinking about breaking into the field, remember this: The best reps are the ones who stay humble, keep learning, and put their customers first. The journey might be tough, but it’s worth it.

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All the best,

Jacob McLaughlin