How much sway do the surgeons have? When I was selling medical devices, they could demand to trial a new product if they really wanted to.
Next, why are the other people blocking you?
- Feel like you’re trying to go around them/the established protocol to trial new equipment?
- Don’t want to change?
- Do they truly understand the “cost of change” and don’t want to go through that pain?
Finally, is there a “champion” in the account who can do the influencing for you? Often it’s easier to have a clinical lead sell the nursing staff on trialing a product rather than a seller because they’re seen as impartial.