Rep to Rep: Zed Dhalla

This week's episode is about know ing how to make your account successful outside of just using your product. Would you know what it takes to create success in all areas of your customer? Ryan and Aaron breakdown what this looks like from different angels and how you too can create this inside your own buisness.Earned Access Newsletter: https://earnedaccessnewsletter.substack.com/aboutEarned Access Customer Success Guide https://drive.google.com/file/d/1VqMb3V60surDSxkg3dbPOi9GpPZ8tmbx/view

Ryan and Aaron talk through how reps can stop reacting to their calendars and start using territory mapping, zone planning, and routing to work smarter. The conversation focuses on how to split a territory into workable zones, how to measure territory health, and how to stay proactive with current customers while still creating room for growth.In this episode:Aaron explains why reps get stuck “following their phone” instead of using a real territory strategyHe breaks down a zone strategy built around 4 to 6 mini territories, with one full day spent in each zoneRyan adds the idea of working from your backyard out and using an 80-20 lens to prioritize the biggest opportunityThey discuss why not every zone deserves equal time and why larger metro areas or higher-opportunity accounts should get more attentionThe conversation covers how to measure territory health beyond raw growth percentages, especially when a small territory can look strong on paper but still be underpenetratedThey talk about evaluating account depth, product mix, and the energy an account is consuming versus the upside it offersAaron shares the importance of looking for other physician types or buyers inside the same building, system, or zone to maximize each tripRyan emphasizes tracking metrics like physician conversion rate, certifications, and pipeline health to know where the territory should be in three quartersAaron introduces a “two by four” mindset—thinking 2 days, 2 weeks, 2 months, and 2 quarters aheadThey close by discussing how proactive territory work helps identify at-risk accounts earlier and keeps customer service efficient without wasting time06:02 Why territory planning matters and where reps get stuck07:19 Building zones around geography instead of random appointments08:39 Working from micro-territories and top accounts09:25 Why some zones deserve more time than others10:57 Why growth percentage can hide an underpenetrated territory12:00 Measuring account depth, product mix, and upside13:25 Finding additional targets inside the same building or zone14:05 Using metrics to understand pipeline health and future performance15:48 Why zone planning requires intentional preparation17:02 The “two by four” methodology for planning ahead18:27 How to course-correct when a territory starts underperforming19:02 Diagnosing drops in volume by looking at account changes20:24 How proactive territory management helps spot at-risk accounts22:25 Territory efficiency as a form of customer service24:14 Wrap-up and next-step feedback on show note structure

Ryan Jackson and Aaron Lewis break down how reps should approach working lunches with physicians and clinic staff. The focus is simple: don’t treat lunch as free food or dead time—use it to bring a point of view, earn trust, and leave with a real next step.In this episode:Why lunch can be the best way to connect with physiciansWhy discovery should happen before the meetingHow to map an account by speaking with the entire office teamWhy staff buy-in is essential for physician adoptionHow to create an internal championWhy the goal of lunch should be a clear next stepHow to support change management after introducing a new productWhy value matters more than feature dumping

Ryan and Aaron talk about what makes a good routine and how having a routine can be what separates your from the everyone else. It doesn't have to be complex, it just has to be one that your will repeat to show you where to go next and if you are aligned with what matters.Key Topics Good reps have habits, but great reps have routines.How to prepare, plan, execute, review, and adjust.Building an effective pre-call plan using CRM research, account mapping, targeted questions, and a clear objective.Why post-call review is essential for improving performance.How routines help reps identify and correct what is not working.Why physician lunches should be earned and prepared for.The importance of building buy-in with staff before meeting with the physician.What to do when a lunch is scheduled before you are ready.How to define the objective of every physician lunch

Adversity doesn't happen to you, it happens for you. In this episode of Rep to Rep, Ryan sits down with Said "Z" Dollar, co-founder and COO of Topaz Diagnostics and former MedTech VP of Sales. Z shares his remarkable career journey, from commission-only intern to leading a 70+ person sales organization, running his own advisory firm, and navigating a Stage 3B colon cancer diagnosis.Together, they dig into what it truly takes to build a high-performing mindset, take complete ownership of your territory, and lower sales resistance by simply being human. Whether you are an entry-level rep trying to find your rhythm or a seasoned sales leader looking to drive authentic culture, this conversation is packed with tactical wisdom on accountability, efficiency, and connecting with people on a deeper level.In this episode, you’ll learn:The Power of Absolute Accountability: Why top-performing reps look inward at their tonality, body language, and opening questions rather than blaming bad luck.Blue Chips vs. White Chips: A framework for prioritizing high-impact tasks over day-to-day reactive noise to build long-term momentum.The "Human-First" Sales Blueprint: How reverse-engineering conversations based on what the customer cares about eliminates early objections and builds genuine trust.Lowering Sales Resistance: Practical, real-world exercises (like asking a server for something free off a bill) to help reps get comfortable with being uncomfortable.Navigating Personal Adversity: How Z applied his sales mindset and grit to overcome Stage 3B cancer—and how that experience reshaped his passion for preventative diagnostics.Asking Better Questions: One small tweak to your opening questions that instantly moves conversations beyond polite surface chatter to real rapport.

Are you actually driving value for your accounts, or are you just running errands for them? In the debut episode of our new Rep to Rep series, Ryan sits down with medical device sales veteran Aaron Lewis to tackle a hidden trap that even top-performing reps fall into: confusing customer service with account servicing.Landing the deal is only the beginning. Ryan and Aaron dive into what happens after you close, dissecting how top-tier reps protect their time, set clear boundaries, and deliver strategic value instead of becoming glorified order takers. Tune in to learn how to reframe your customer relationships, redefine what it means to be truly useful, and elevate your standing from just another rep to an indispensable partner.

In this episode we sit down with Kat Hurd, an industry powerhouse who has seen success in medical device sales from every imaginable angle. From winning Presidents Club four times as a sales rep and being named Rep of the Year, to leading her own team to three consecutive Presidents Clubs as a manager and eventually becoming an Area VP, Kat has spent her career mastering what it takes to perform at the highest level. Today, she channels that "lived experience" into coaching professionals across the medical device space. Kat breaks down why the most successful reps focus on curiosity and customer service rather than selfish selling, and she shares her proprietary framework for sustained, predictable success. The "iOS Method" for Sales: How to balance Influence, Ownership, and Sales process to build a bulletproof foundation for your territory. Systems vs. Motivation: Why installing repeatable, structured systems in your business protects you from the natural highs and lows of personal motivation. The Individual Contributor Trap: The biggest hurdle top-performing reps face when transitioning into leadership—and how to let your team win in their own way. Advice vs. True Guidance: Why lived experience is the most valuable asset a mentor or coach can bring to your career development. Becoming Indispensable: Why being indispensable isn't about being impossible to replace; it’s about becoming impossible to ignore. Tune in to discover how to take your clinical selling, systems building, and territory management to the absolute next level!

Opportunities rarely stall overnight. Momentum is usually lost through missed signals, unclear next steps, and a lack of clear messaging. In this episode of Earned Access, we break down exactly what makes a deal close, why meetings go well, and the silent killers that cause pipeline stagnation.Jocelyn shares a major personal update about landing a new sales career and details the perseverance required to navigate the grueling interview process. Later in the episode, we dive into the art of discovery, active listening, and building trust early in the sales cycle. We also discuss why reps must look beyond "nice-to-have" pipelines, how to address a prospect's fear of change, and strategies for navigating complex environments with multiple stakeholders (like tenured physicians and incoming medical fellows).Whether you are stepping into a new "sponge season" of learning or looking to refine your interpersonal approach, this episode provides actionable advice on how to stop convincing people to buy and start guiding them toward growth. Because access isn't given, it's earned.

In this episode, we sit down with Aaron Lewis, a massively successful sales professional who has conquered multiple territories in the orthopedic space and successfully transitioned into tech sales. Aaron isn't just a top performer by luck, he is a six-time President's Club winner who repeated his staggering growth trajectory across completely different geographic territories.If you’ve ever been told that sales is purely a personality game, Aaron is here to gently bust that myth. He breaks down why elite sales success is driven by meticulous, repeatable systems rather than raw charisma.Whether you are a medical device veteran, a tech sales rep, or a scaling entrepreneur, Aaron’s hyper-intentional and detailed approach to territory management will rewrite your daily playbook. Because in sales, and in life, access isn't given, it's earned.

How do you transition from over a decade in high-level hospitality to driving a staggering 218% quarterly growth in the competitive pain and spine medical device sector?In this episode of Earned Access, hosts Ryan and Jocelyn sit down with Jeff Ader from Stryker to unpack his untraditional journey into medical device sales. Jeff shares how managing affluent, highly driven personalities in the service industry perfectly prepared him to navigate complex relationships with elite surgeons, hospital C-suites, and Value Analysis Committees (VAC).Jeff pulls back the curtain on what it truly means to "lean in"—moving past a reactive mindset, building foolproof weekly systems, and having the clinical confidence to engage in structured debates with physicians as equals. Whether you are trying to break into the industry or looking to compress your sales cycles from nine months down to four, Jeff's philosophy on managing patient expectations and mapping out the entire clinical ecosystem will change how you approach your territory.