The Five Seconds That Define You
Ever felt the spotlight on you, and your brain just… freezes?
In this episode, Lisa and Cindy break down what happens when a doctor or client looks at you and asks, “What do I do next?”
From the OR to the boardroom, they unpack how split-second decisions can make or break your reputation, your relationships, and even patient outcomes. They share their signature four-step process to focus, prioritize, speak with certainty, and own your choice.
Learn how preparation, mindset, and muscle memory turn pressure into privilege and why every high-stakes moment is a chance to shine.
Episode Chapter Markers
00:00 Introduction
01:56 Facing High-Stress Situations
03:37 Real-Life Examples of Split-Second Decisions
06:54 The Importance of Focus and Prioritization
10:07 Delivering with Confidence
13:57 The Secret to Split-Second Confidence
15:17 Preparation and Practice
Must-Hear Insights and Key Moments
Pressure Hits the Spotlight – How sudden questions in high-stakes moments can freeze even seasoned professionals, and why preparation changes everything.
The OR Analogy – Lisa compares split-second decisions in sales to life-or-death scenarios in the OR, showing how muscle memory and focus save the day.
Four-Step Confidence Framework – Focus, prioritize, speak with certainty, and own the decision, the process that turns panic into performance.
Importance of Preparation – Cindy emphasizes pre-case planning and mastering your product knowledge as the secret to instant confidence.
Practice Makes Perfect – Applying this method in small, everyday situations trains your brain for high-pressure moments.
Body Language & Voice Matter – Calm, precise, confident delivery reassures your client and builds trust.
Debrief & Learn – After the adrenaline fades, reflect on the experience to improve your next performance.
Pressure Is Privilege – Reframing high-stress situations as opportunities for growth, trust, and career advancement.
Words of Wisdom: Standout Quotes from This Episode
“Pressure isn’t something you survive, it's something you celebrate.” - Anneliese Rhodes
“Muscle memory and preparation can be the difference between panic and performance.” - Anneliese Rhodes
“When the spotlight hits, focus first, then decide, and own it.” - Anneliese Rhodes
“A confident delivery can turn hesitation into trust in seconds.” - Anneliese Rhodes
“Every split-second decision is an opportunity to elevate your reputation.” - Anneliese Rhodes
“You have maybe five seconds to make one decision, and that’s all it takes to be phenomenal.” - Cynthia Ficara
“Preparation is the secret to knowing your product, your process, and your response before it happens.” - Cynthia Ficara
“Focus, prioritize, speak with certainty, and take ownership of those four steps to save careers.” - Cynthia Ficara
“High performers don’t live for pressure, they live through it.” - Cynthia Ficara
“Panic is instant. Performance is practiced.” - Cynthia Ficara
”These split second decisions don't really just change the outcomes. They can truly, truly build your reputation to be phenomenal.” - Cynthia Ficara
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Blog Transcript:
Note: We use AI transcription so there may be some inaccuracies
Anneliese Rhodes: Welcome everyone to another episode of Secrets and Medical Device Sales, brought to you by the Girls of Grit. And Cindy and I are just so happy that you guys continue to tune in listen to us every single week. We give you guys so much information and it's been, I don't know, it's just been so fun and.
We've got another really great episode today. actually it's gonna be a two part series. Cindy, I like the idea that you were like, you know what? We should make this a two part series. And I was like, you know what? that's a good idea. We haven't done that in a little while.
Cynthia Ficara: Well, you know, you want your attention span to stay on one thing.
it was like this topic led into another and it was just, you know what, at this point let's just make this simple and focus and then we'll do another one. So yeah, I love it. Two part.
Split-Second Decisions That Define Your Confidence
Anneliese Rhodes: I love it. I love it. alright, so, I think today we're gonna talk about is technically probably. Gonna happen to just about everyone at some point in their career.
It may not be as high stressful as like what some of us face, but no matter what there is going to come a time when a doctor looks at you or a customer looks at you and says, what do I do next? Or what do I do? I even, how do I do this?
Cynthia Ficara: Right. I even start to
Anneliese Rhodes: tighten up hearing you say that. Yeah.
It's like, now what do I do? They look at you, and then everybody in the room looks at you it's like you're standing on stage and the lights are like, Don, don, dawn, and all the lights are on you. And you're like, oh, what am I gonna do now? And so today we're gonna talk about when that bright shining light comes down on you, and you are the center of attention and you have to make, and B, you have to make a decision and be super smart and confident behind it.
So we're gonna talk about what that looks like and how you do it.
Cynthia Ficara: And Lisa, I'm so glad you said that because these situations, as you said, will happen, but there really isn't a playbook and we're gonna do the best we can to get you prepared to have sort of a playbook. But the thing about, this whole topic today is really about split second decisions.
not like. Everyday decisions and how we're doing things like when you least expect it, you have to come up with an answer. So it's one of those things where you really don't get a do over. Yeah. And that's why we thought we should talk about this. And so we're just gonna take a little time to bring it top of mind so you know how to think, decide, and act real clearly because every second does count.
It does.
Anneliese Rhodes: I have a great example. I'm sitting here, okay. And I'm thinking about it. So we just got back from a road trip and you know when that person cuts you off or everybody slams on their brakes, or what happened to me one time where I was driving down the interstate and someone's trailer that they were trailering came off the trailer
Literally started coming at all the cars behind it, which one of them was me? Oh yeah. And you have a split second to make a decision, and sometimes it can be the difference between life and death, and it's like, how do you make that decision so clearly? Well, most of us out there have been driving for, I don't know, a really long time, right?
So we've seen a lot of things. Same thing in the medical field. When you've been doing it for a really long time, you know what the pressure feels like, and you know these instances are gonna happen. And so you kind of like it's like memory, right? Like normal memory in your body. You're just going to react.
But there are times, and even those that are newer to the industry where you don't know what to do, and a doctor turns and looks at you and says, boom, here's the thing that I'm throwing at you. How are you gonna handle this? And so I love that we're talking about this because I think it applies to everyone across the board.
even if you've done this for forever.
Cynthia Ficara: you, it doesn't even have to be in an or. I mean, think about even if you work with, like a distributor, and maybe you are, you're going to a VAC committee and you could be standing at at conference table with 12 people they're gonna catch you off guard with a question and.
it's seconds. Yeah. And it's those seconds they're gonna watch your body language, they're gonna watch you move and talk and you've gotta have an answer. you know, in medical device and in some other sales Or instances I should say It's not everything, based in theory, there's a lot of reaction.
There's a lot of decide and action in your real world environment that you may never be prepared for. But that moment that you end up having to make a split decision, brings in. If it goes well, trust. A great reputation and good outcomes, and then think about the opposite if you don't know what to do, you know?
Yeah.
Anneliese Rhodes: Oh my gosh. But you're right that, and I think that's why this is so important in medical devices is this isn't some theorized thing. This is real life. Real people, real patients on the table. And you have to know what to do in those instances. And I think that that's why it's so important when we talk about it because just like when you're driving down the road and something comes flying at you, you have to be able to respond so quickly and know like muscle memory.
What you're gonna do, what you're gonna say so that you don't get hit head on by a trailer coming down, speeding down at you at like 80 miles an hour, or you don't get hit head on when you're standing in the OR and it's a tense situation and the surgeon looks at you and says, what do I do now?
Cynthia Ficara: Mm-hmm.
you know what that made me think about? Have you been in, an or maybe the question isn't coming at you. Maybe there's something happening in a different part of the case and you may turn to a tech or turn to a partner and then they hesitate. So like, think about that. Like, you almost feel
The tense moment. Yeah. Like, like and And speak. Say something. Yeah. Somebody do something. Yes, of course. 'cause the longer they wait, the more doubtful. Yeah. It becomes right. Yes. And the same thing. You can't wait. If there's a trailer coming at you, you have to make a decision. So even if your brain is starting to process what you're going to do.
Yep. You know, Lisa and I talk about this all the time. It is so important in these split dissections that you're. Split decisions that your body language starts to be calm and open and then ready to go. So a lot is happening in just a few seconds, so It's so true.
Anneliese Rhodes: Yeah. Oh, it's crazy. It's almost like you need to start training yourself, right?
The Split-Second Action Under Pressure
For these moments. So we're gonna talk about that today. and we're gonna give you guys some things to think about because I truly do think that you can train yourself to a certain degree. I mean, you're never gonna be a hundred percent, but let's get you 99.9% there. So I think the first thing is that when you're in a case and that surgeon does turn to you and it's a tight, he, you know, tight moment.
all pressures on you. Spotlights are on you. Your job is number one. Don't get nervous. Right. Easier said than done though. so the very first thing to try and work on that or mitigate that nervousness is to block out the noise, block out everything else. Noise being what even is in your head in terms of other thoughts, right?
Because I forget, it's like 10 something, like 10 million thoughts a day we think about. I don't know, it's something crazy, but like. Block it out. Now you have to be hyper, which you should have been hyper-focused the whole time, but the key is to really hyperfocus right now, okay, what is happening? What is going on?
Process things as quickly as possible. Where are you in the procedure? What is your device doing or not doing? Break it down. Like the very first thing is control the input that's coming into your brain. You have to focus. Oh, I like that really fast.
Cynthia Ficara: And focusing is hard, let's just be real.
but doesn't it feel like those moments, okay, you mentioned when you've been asked, what do I do? And you just ground yourself and focus and you pull on all that training you've had and it is so true. But you have to focus. you can't think about what if this doesn't go well?
You can only think, how do I get out of right this second? Yeah. So. I think focus is number one like you said, but the second thing is now prioritizing, it's kind of like, I think of when you walk into an ER and you triage the worst first, you know? Right. So what exactly must happen at this very, very second.
And what information do you need to know? Because if he says, what do I do? What if there's. Like a fork in the road in your decision? Yeah. If they're using this certain thing, then we grab this. Mm-hmm. If they're gonna do this certain thing, it's that, or a certain case or you know, it's kind of like number one, what must happen?
Number two, what information? If any, do you need more of at that? Very, very, very second. Because you don't need all of the information, so how do I say this? You need like the most
Anneliese Rhodes: important information you have to be able to know what do you need right now? You can't, yes, can't be.
You know, what do I need five steps from now? No, no, no. Right now, what do I need? Where is that nail that's gonna fit into that hole perfectly to then get nailed in and then I can move on to the next step? You know, that's what you need. And I think along with that, really number three, so we've talked about, you know, making sure.
That you control what's coming into your brain at that moment. Really focusing and then assessing what is the most critical information that you need. Not all the information. I don't need everything. I need. The most important. number three really is making sure that you deliver that message very confidently.
Know hesitation. I think along with that though, Cindy, what you were kind of hinting at and what I was thinking about is. I don't want 10 different solutions. I want one. No. neither does the doctor. The doctor doesn't wanna know, well, if you do this, then you can get this, but if you do this, you're gonna get this.
No, he or she wants one solution right now and he wants to know exactly how to get it as quickly and as easily as he can, and you're gonna deliver that with the most confidence that you possibly can have at that moment, even if inside you're shaking in your boots. You have to slow your voice down. I will actually like speak a little lower.
I'll speak a little bit slower and I'll speak just kind of like, not in a directive way, but this is what we're gonna do now. This is what we're gonna do. Next, here is what you need to do. Those kind of things versus, well, I don't know, you know? And you get this like worrisome in your voice that immediately transcends over to them and now they're scared and they're nervous and they're like, well, if you don't know what you're doing and you're nervous, how am I supposed to trust you with what you're telling me?
Cynthia Ficara: Exactly. Like calm and clear, like what you were saying. Yeah. Getting quieter and clear. You know, I think that, there's certain words to steer away from in what you were saying. Mm. When you said it per, you said, this is what we're gonna do now. This is what we're gonna do next. You don't wanna say. This is what we're gonna do now, and then probably next, like some words are like terrible, not good words.
Well, I think maybe, probably no doubtful words, like certainty words, like speak clearly, but make your words confident in the delivery. So I think the fourth part of bringing together how you actually convey this split second decision is really just being decisive and, yeah. You know, and you gotta go with it.
You just, just own it. Make the decision and then stick by it. See it through, decide, deliver. Then later on you can debrief over what's going on. and all this happens in seconds. We just said four things, but like, if you can pull together all this information, like, Lisa said, first we're gonna focus, then prioritize what's critical, we're gonna speak with certainty, and then just really take ownership to decide.
So I think it's time to reveal our secret because, oh, yes, those four things can really, really make or break that account your career, possibly the life of a patient. And you can do this if you follow our secret.
Anneliese Rhodes: Give it away, Cindy. You give it away.
Building Confidence Before the Pressure Hits
Cynthia Ficara: Alright. The secret to making a split second decision.
Preparation that preparation is the little things you do day in and day out. You know, Lisa said it, you're driving down the highway and this trailer is coming at you. Some of your reaction is muscle memory and habit Now. adrenaline kicks in and your body helps it to self-defense. You can have adrenaline and self-defense in this same situation.
Mm-hmm. If you train yourself you train yourself by doing good daily habits, preparing yourself, knowing your product inside and out, knowing, say you are presenting to a VAC committee and you're on the finance part, know it inside and out. Do your homework, do your preparation because. When you have the knowledge in your head, you're very confident.
You're not doubtful, you're not hesitating, and then you're not creating doubt. So preparation is the secret.
Anneliese Rhodes: I love that I was thinking about all this because I was thinking, okay, well what are people gonna wanna ask, right? Because it's not like you can just create out of thin air, a really high tense situation in an OR because a lot of times these happen and we don't expect them to happen.
It's not like we're just walking around waiting for it, Something to fall out of the sky and be like, oh, great. Now's my chance. I get to practice my split second decision thinking, you know, it doesn't work like that. So I think the way that you do it and practice it is apply this method to everything, right?
Apply it to both small and large situations, and you'll start to see the fact that now you've gotten your brain into being able to really triage the situation like you were talking about, Cindy, you know, this is what I need to do, this is how I need to react. These are the things I need to know. I mean, anybody that sells a medical device should go through some serious troubleshooting with them.
' cause no device is perfect. Everybody has issues along the way with medical devices. I mean, they're mechanical or you know, electrical or whatever. They're devices. they're not perfect. Things are gonna go wrong. So I think, you know, you do what you're supposed to do within the company and learn about all the troubleshooting and then ask other reps.
You know, have you seen this? Have you seen that? What do you do if this happens? What do you do if that happens? then in terms of like training, I don't know if you have a big meeting or something like that coming up and you know that they're gonna ask you a certain amount of questions or you're gonna be presenting on something in front of 20 people.
That same feeling of like nervousness can come across in that way if you're like a big presenter at a meeting. So anytime you have any situation that you face. Use this method to really like, get through it in a clear, concise way. you are, you're practicing for the big day, the big game when it finally does happen in the or.
Cynthia Ficara: And I'm gonna throw this out to you. How many of you practice? How many of you practice what you're gonna say? How many of you think through a whole conversation, you know, I know a top rep and she's female, and she is top rep, who literally will write out scripts and think about things you think, wow, that one little.
Slight edge she has can make a huge, huge difference, but she's preparing pre-case planning. Okay. So I think that term, like you just kind of mentioned, getting ready gets a bad wrap. And I just wanna clear that up because pre-case planning is mentally going through step by step, and then. What do you do if something goes wrong?
And what alternative do I have if we need to change? So don't sell yourself short. Don't think that, if you do some of these things, that it's just making more work for you. Because in the moment when it matters, you will have everything you need, and I promise you, high performers. Live for this stuff?
No, they don't live for this stuff. They live through it. Yeah. It's like nothing. They can end the day and they're not devastated because they're gonna get through it. They know what to do and that's really exciting.
Anneliese Rhodes: Well, and let's be honest, what a great feeling it is at the end of the case when you leave and your physician's high fiving in your, and he or she's like, woo, we got through that one really well.
you are creating a different level of respect, of trust, of loyalty with your physician. You're creating that level of partnership that you want with them, but you're also building your confidence on your own, whether you realize it or not, that Step you up to the next level in terms of your confidence.
So the next time something like this happens, because it will, you'll handle it that much better. I mean, us seasoned reps who have been doing this for so long, that confidence is like there. But Cindy, I didn't have this in me, you know, 20 years ago, that wasn't what I was walking around with. I was constantly worried.
I was like, oh gosh, I don't know. Am I gonna know the answer? Am I gonna know what I loved our, our little four step process. You know, I think, again, let's just run through it. What?
Turning Panic Into Performance
Cynthia Ficara: Yes. I was gonna say, I just remembered something. What? Like when I've had things like that happen, you're like, don't do this.
You know what I did years ago before I really learned this? Maybe I didn't even consciously realize I was doing this. I used to hold my breath like you did. Did not hold your breath. Like I'd be like, and you realize you're not even breathing, like breathe, passing out in the or they're like, oh, she'll be fine.
Don't hold your breath. Just breathe. Oh my gosh. Let's go back through it again. Okay. So let's, you know what happens to
Anneliese Rhodes: me though? You know what happens to me? I'll get an hour telling like these stories, and it's still like gonna happen. Like my whole body goes cold. I know I've talked about this before in an episode.
Yes. Like, I legit go cold. Like my body starts shaking and I'm like, what is wrong with you? Stop. Like, you're fine. Everybody's gonna be okay. You know what's going on? But it's like, I don't know, it's like those auto, whatever you call 'em. Yeah. Automatic things that happen to your body response.
Cynthia Ficara: Responses.
It's trues. So true. You know, it's funny for me, mine happens after, ah, like I can, maybe it's this grounding calm, I remember that when I was like in the er, like something bad could be happen and you just go through it. If you're working a trauma or something, I was a nurse. Mm-hmm. then afterwards, like literally my body would physically shake or you get upset.
It's like you kick in gear when you have to, it hits you. And then I think before we. Kind of summarize why this is on top of mind. You know what, something is really important. If something like this happens to you, get through it, but then you do really need to look back and really debrief over the entire incident.
Yeah. Did you do what you could do to do Right Because if it happens again, really self-analyze. Again, it's a split second decision where you calm, where hopefully there were great outcomes because you get through this. These split second decisions don't really just change the outcomes. They can truly, truly build your reputation to be phenomenal.
A hundred percent.
Anneliese Rhodes: All right, so let's just quickly talk about it again, this really nice four step processes. So you know you're hit with something, surgeon took turns to you and says, what do I do? Now? Your first initial reaction needs to be focused, right? Get everything else outta your brain. Just control all the input, anything and everything, and just focus on the one thing that you need to be prioritizing in that moment.
Next is assess exactly what needs to happen next. Super critical. It can't be, well, you can do this or you can do that, or you can do this. No, it needs to be, you're going to do this next. What information do they need? Right now to fix the problem. Number three, make sure that you speak with confidence, with certainty.
You know a hundred percent what's going to happen, and you deliver it in that way. You slow down, you're precise, you're calm, you're collected. No, I think maybe, probably none of that. This is what we're gonna do next. And then the last step is really taking ownership of it. You know, once you are there, you guys get through the case, everything is good.
You stay till the end and at the very end of it, own the ownership of it, own the decision of it, and let your physician high five you, let them enjoy the fact that the two of you just partnered together to get outta that situation that you were in.
Cynthia Ficara: So I'm excited. I think that, Lisa did a great summary of that I want you all to remember this.
You have maybe five seconds to make one decision, and that's all it takes to go from rep to being a phenomenal resource. So the call to action, I would say for everybody is to take a moment, I want you to think about. are you prepared for the next meeting, the next case, the next time, you're with a customer for a split second decision to be made.
Anneliese Rhodes: All right everyone. So you felt the pressure. We talked about that today. So in our two part series, we're gonna talk about what happens next after that decision, when the adrenaline fades and the weight of what you just did starts to settle in because pressure is not something that you're supposed to survive.
It's something that you're meant to celebrate, especially in medical devices, because pressure is privilege you guys, and you need to own it. So next week we're gonna tell you how that works.
You know that moment when everything stops, the surgeon turns to you and you realize it's your voice that they're waiting for. Your heart is pounding, your brain is racing, but you still have to sound calm. You've got five seconds to make a decision.
No time to phone a friend. No time to overthink just you, your training, and a room full of eyes waiting for your answer.
Cynthia Ficara: That's the difference between panic and performance. today we're revealing the secret behind split second confidence.
