Managing Difficult Moments: A Rep's Guide to Handling Customer Frustration

Theatre tensions can run high, and as a medical device representative, maintaining composure whilst facing an angry surgeon requires both skill, strategy and keeping cool under pressure.

Understanding the Context

Surgeons operate under immense pressure. Every procedure carries weighty responsibilities, and when things don't go precisely to plan, whether due to equipment issues or other complications, frustrations can boil over. As reps, we must recognise that outbursts rarely stem from personal issues but rather from a complex mixture of stress, responsibility, and concern for patient outcomes.

I’m sure we’ve all been there or heard stories of surgeons throwing instruments around the room!

Essential Strategies for Difficult Moments

1. Maintain Professional Composure

When faced with anger or criticism, resist the urge to become defensive. Your calm demeanour can help defuse tension rather than escalate it. Remember, you're not just representing yourself but your company and product.

The best reps are often the calmest in the room when things aren’t going to plan. Take a step back, take a breath and think about what you can offer to the situation. Don’t just jump in and blurt out the first thing that comes into your head.

2. Listen Actively and Acknowledge

Sometimes, surgeons simply need to voice their concerns. Pay close attention to their specific grievances, maintain appropriate eye contact, and acknowledge their points with brief, professional responses. A simple "I understand your concern" can go a long way.

3. Focus on Solutions, Not Blame

Rather than dwelling on what's gone wrong, immediately shift towards problem-solving mode. If there's an issue with equipment, have backup plans ready. If it's a technique-related concern, offer constructive suggestions based on your product expertise and what you’ve learned from your experiences with similar cases.

If something gets dropped there are usually other clever solutions you can use regarding other sets/trays or basic instruments.

Practical Approaches in Common Scenarios

During Procedures

• Keep responses brief and focused

• Have contingency plans ready for common technical issues

• Know what you’ve got on the shelf (and kit from other companies too if need be can be a solution to get you out of a hole!)

• Always maintain sterility protocols regardless of tension

Post-Procedure Discussions

• Come prepared with data and solutions. Issues rarely happen right at the end of the case. Hang around to speak to the surgeon afterwards

• Schedule follow-up meetings away from theatre if you can

• Show willingness to escalate legitimate concerns to your company if product related

• Maintain detailed records of discussions and outcomes

The Long View

Remember that today's difficult moment need not define your ongoing professional relationship. Many device representatives report that successfully managing a challenging situation ultimately strengthened their working relationship with the surgeon in question. I have experienced this first hand.

Final Thoughts

Your role is crucial in modern surgical practice. By keeping a cool head and remaining professional you can add serious value when it comes to crunch time. Building resilience in these situations comes with experience and confidence around what you know and what you can offer in terms of solutions.

Your customers won’t necessarily remember all the times you stood there and opened boxes but they will definitely remember the time you helped them get out of a sticky situation!