How to reach decision-makers in a post-access era
By Brian Sullivan
It used to be simple. You found the decision-maker. You booked the demo. You got the yes.
Now? It feels like you’re knocking on doors that were welded shut. And here’s the kicker: even the best reps in the industry are struggling with it. Including me.
In the old days, you could stroll into a hospital, drop off donuts, shake hands with the OR manager, and be back the next week showing off your product. Now, reps are met with locked badge access, vendor credentialing firewalls, and a labyrinth of middle managers who have zero authority – and zero interest.
We’ve entered the post-access era. And if we don’t evolve, we’re not just going to miss quotas – we’ll miss the chance to matter.
Why traditional access is dead
The shift is real:
- Hospitals are tightening security
- Decision-making is now a team sport
- Buyers don’t want to be “sold to” until they’ve already decided they like you
- And gatekeepers have been trained to treat reps like spam folders treat emails
So, what do you do when
you can’t get to the person who says yes?
You start influencing the people who say maybe.
Sell around the bullseye
Think of your ideal buyer as the center of a dartboard. Instead of throwing darts at the bullseye, aim for the rings around it:
- Nurses
- Techs
- Department coordinators
- Biomed
- Admins
- Even janitorial staff (trust me, some of them know everything)
Build relationships with the people who touch the pain your product solves. They may not sign the PO, but they can whisper in the ear of someone who does.
If you can’t win direct access, build a groundswell.
Lead with value, not requests
Most reps reach out asking for time. Great reps reach out offering value.
Instead of:
“Can I get 20 minutes to show you our latest XYZ device?”
Try:
“I put together a quick breakdown comparing the top 3 wound closure systems for your team – would it help if I shared it with you or your clinical lead?”
Now you’re not asking for time. You’re offering insight. You’re not the 17th vendor that day. You’re the one who came with something useful.
Multi-channel micro-touches
One cold call isn’t a strategy. It’s a wish.
Today’s access game requires multi-channel micro-touches:
- A short voicemail
- A warm email
- A LinkedIn comment (not pitch!)
- A mailed case study with a handwritten note
- A relevant article sent by text
Each one earns a molecule of attention. Eventually, you earn a minute. Then maybe a meeting.
Access today isn’t granted – it’s accumulated.
Use proxy pain to create curiosity
If you can’t get to the decision-maker, talk to someone who lives the pain.
Example: Let’s say you sell surgical lights, but you can’t get the OR director to respond.
Talk to a nurse:
“Quick question: Is it true your team still has to manually reposition those old lights mid-case?”
Then build a message like:
“Spoke with one of your nurses about those awkward repositioning moments during laparoscopic cases. We helped another team cut that down by 80%. Thought you might want a peek.”
You’re not just selling product. You’re translating pain into curiosity.
Frame the demo differently
“I want to show you our solution” triggers a defensive response.
Instead:
“We’ve helped teams reduce turnover delays and eliminate 2-3 steps per procedure. We’re doing 15-minute walkthroughs this month to see if it’s a fit. Want one?”
This isn’t a sales pitch. It’s a risk-reduction mission.
Final word: Be the one they want to let in
Here’s the truth: In a post-access era, your vibe matters more than your slide deck.
- Are you interesting?
- Are you resourceful?
- Do you make their day easier?
- Do you bring insight, even when they’re not buying?
If the answer is yes, eventually they’ll find a way to bring
you in.
And when that door opens – even just a crack – walk through like you earned it.
Brian Sullivan, CSP, is the founder of PRECISE Selling and a leading voice in the world of medical sales training. He believes the path to influence is paved with preparation, questions, and uncommon value. Learn more at www.preciseselling.com.