Erika Mackinnon: Mastering the Art of Territory Expansion in Medical Device Sales

Expanding into new sales territories within the medical device industry presents both opportunities and challenges. Sales professionals must navigate unfamiliar terrains, assess market readiness, and execute plans that align with organizational goals while adapting to local dynamics. As Erika Mackinnon knows, the process starts with identifying areas that represent genuine growth potential, followed by careful planning and relationship-building. 

Trust becomes the cornerstone of long-term success, and leveraging existing accounts can act as a powerful bridge into new regions. Equally important is the ability to measure progress and refine tactics based on real-time data. Missteps such as spreading resources too thin or neglecting local nuances can impede growth, so a data-informed approach is paramount.

The Role of Territory Expansion in Medical Device Sales

Territory expansion plays a key role in sustainable growth within medical device sales. It enables reps to reach untapped markets, increase product visibility, and establish a competitive presence in regions previously overlooked. With healthcare systems constantly changing, companies that proactively expand their reach are better positioned to adapt and scale.

In growing markets, sales teams may encounter institutional barriers, unfamiliar procurement processes, or limited access to key decision-makers. Navigating these challenges requires a focused approach that combines planning with adaptability. A rep entering a new hospital network, for example, may need to invest time in understanding their purchasing cycle and aligning their approach accordingly. This groundwork often determines whether a product gains traction or stalls in early stages.

Assessing Territory Potential and Readiness

Before entering a new market, it's essential to evaluate whether the territory holds real potential for growth. Sales professionals need to interpret sales data, customer density, and regional demand trends to make informed decisions. A well-performing rep knows that not all open areas are equally promising—some may be saturated with competitors or lack the infrastructure for complex devices.

Using CRM insights and historical performance, teams can identify where current efforts are plateauing and where resources could be better allocated. A rep reviewing their existing accounts might notice that a neighboring region shares similar patient demographics and provider types, making it a logical next step for outreach.

Creating an Expansion Plan

An expansion plan must be ambitious yet reasonable to ensure success. Setting up goals, such as the acquisition of five new accounts in the first quarter, keeps the process on track and provides a way to measure success. Left without benchmarks, time and energy are lost on sudden sales initiatives that are not well-planned. Successful planning facilitates forecasting and aligns with business goals.

Aligning with internal departments streamlines the process. Marketing teams can tailor messaging to local nuances, while logistics ensures product availability aligns with demand. There was a situation where coordination between one rep and compliance reduced the onboarding time by having the documentation ready prior to procurement meetings. Coordination is often that thing which distinguishes a slow start from early traction.

Building Relationships and Earning Trust in New Markets

Credibility in a new territory often begins with understanding the unique ecosystem of healthcare providers, administrators, and clinical influencers. Rarely is it ever enough to bring a product in; trust needs to be built over consistent interactions that, in themselves, create value. If well-trained, a rep will often spend the first few meetings mostly listening to understand the local pain points before aligning what they're selling with those needs.

Sometimes the key is simply persistence: a rep may show up multiple times before a decision-maker is willing to open up to a discussion. In any event, once rapport is created, that very contact might turn into a long-term champion once they wind through their network, thereby speeding adoption.

Leveraging Existing Accounts and Local Optimization

Expanding outward from current relationships can shorten the ramp-up period in a new territory. A customer who’s had positive outcomes is often willing to refer peers or connect sales reps with nearby facilities. These warm introductions carry more weight than cold outreach and can greatly improve conversion rates.

Adapting to the local terrain is just as important. Every region has its own regulatory considerations, hospital protocols, and purchasing behaviors. Tailoring the sales approach to these variables shows respect for the buyer’s environment and increases the likelihood of a successful engagement. Flexibility in approach often builds credibility and quickens the path to trust.

Measuring Success and Avoiding Common Mistakes

A scaling or expansion plan will continuously be refined with insights gathered through performance metrics. Every territory will experience hits and misses: sales growth, new account acquisition, and frequency of engagement tell you when it is the former and when it is the latter. Eager has all potentials in the beginning, but if one does not follow through on engaging clients or starts ignoring them, the territory might lose out in time. A constant review of KPIs will ensure the team remains aligned with its goals or can decide to discontinue goal pursuit when there is a better way to go. 

Mistakes typically occur when the team spreads itself too thin or underestimates the time needed to create trust in a new venue. If the teams venture into expansion without enough support or planning, they will either lose their reputation or lose out on some good opportunities. Being agile and learning from early mistakes can keep one away from serious setbacks.