Todd Crowder’s path into medical sales wasn’t just a career choice—it was a legacy in the making.
Growing up with a father who built a prolific career at Ethicon, Todd was immersed in the industry from an early age. But instead of simply following in his father’s footsteps, he forged his own path, bringing a unique blend of military discipline, strategic thinking, and entrepreneurial drive into the world of medical sales.
In this episode, Todd shares:
- How his experience as a Patriot Missile Officer shaped his leadership and sales approach.
- The realities of working with his wife, who owns the distribution company where he’s an account executive.
- The differences between capital equipment and disposable sales—and what every rep should know.
- The truth about medical sales earnings and how to build generational wealth.
- Why he made the bold move to a 1099 sales role—and what it takes to bet on yourself.
Whether you’re breaking into medical sales, exploring leadership opportunities, or considering a 1099 career shift, Todd’s insights will challenge you to think bigger and take ownership of your future.
Don’t miss this powerful conversation.
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Episode Transcript:
00:07 – Samuel Adeyinka (Host)
Hello and welcome to the Medical Sales Podcast.
00:09
I’m your host, Samuel, founder of a revolutionary medical sales training and mentorship program called the Medical Sales Career Builder, and I’m also host of the Medical Sales Podcast. In this podcast, I interview top medical sales reps and leading medical sales executives across the entire world. It doesn’t matter what medical sales industry from medical device to pharmaceutical, to genetic testing and diagnostic lab you name it. You will learn how to either break into the industry, be a top 10% performer within your role or climb the corporate ladder. Welcome to the Medical Sales Podcast. Climb the corporate ladder. Welcome to the Medical Sales Podcast. And remember I am a medical sales expert sharing my own opinion about this amazing industry and how it can change your life. Hello and welcome to the Medical Sales Podcast.
00:55
I’m your host, Samuel, and today we have another special guest, and he goes by the name of Todd Crowder. Now I’m not going to give too much away, but this is what I’m going to say. Todd is an experienced medical sales professional whose dad was an experienced medical sales professional, followed father’s footsteps, went through disposables, capital equipment, and then opened up his own company. If you want to know how to go from disposables to something like capital equipment and ultimately open up your own company to live the life you want to live in medical sales, you have to listen to this episode. If you’re a rep out there right now that’s ever had a dream of opening up your own thing with whatever space you’re in, you absolutely have to listen to this episode.
01:39
And, of course, if you’re someone that wants to get into medical sales and you’ve heard about disposables, you’ve heard about capital equipment and you’re like huh, does that make sense for me? Or maybe you’ve heard about 1099 Life and you’re like huh, would that make sense for me? This is your episode. As always, we do our best to bring you guests who are doing things differently in the medical sales space. Todd Crowder brings the goods in this episode. It’s going to be one you’re going to absolutely be thankful you listened to and I truly hope you enjoy this interview. Tell everybody, tell the audience, tell me who are you as in, what is your title right now and what do you do.
02:15 – Todd Crowder (Guest)
So, todd Crowder, I work as an account executive for a distributor that my wife owns, so she’s the boss.
02:27 – Samuel Adeyinka (Host)
More ways than one. She is the boss. So hold on, man. Okay, so we gotta stop. Okay, I was not prepared. 250 episodes and I have never had a husband and wife distributor duo.
02:39 – Todd Crowder (Guest)
Yep, she’s the boss.
02:41 – Samuel Adeyinka (Host)
So how did that happen?
02:43 – Todd Crowder (Guest)
You gotta give us the background, so background and backup all the way, all the way.
02:49 – Samuel Adeyinka (Host)
I want the whole story for that one.
02:51 – Todd Crowder (Guest)
Well, it goes all the way back to my childhood, actually. So I’m one of the few people that actually grew up in this industry. My dad did it for 20 plus years with Ethicon.
03:00 – Samuel Adeyinka (Host)
Oh, wow, and so. I actually grew up knowing medical device from an early age so you got to go more, like you were nine years old and you’re like oh yeah, that’s the or what I understood suture.
03:12 – Todd Crowder (Guest)
I understood procedures. My dad used to show videos on the old vcr. I’m old so I had the old vcr and um and mom finally got tired of it. It, dad, you can’t play these at dinner, but I was always fascinated by it. So in ophthalmology or whether it was suturing gut. So he did that for 20 plus years and through the 70s, 80s you know parts of the 90s he dabbled back and forth but I just kind of grew up in the industry.
03:40 – Samuel Adeyinka (Host)
Sure.
03:41 – Todd Crowder (Guest)
And so when I went to the military after college, when I got out, well, what do you do? You go back to what you know, right? So I knew the medical industry, knew a bunch of people there and was fortunate enough to come on with Ethicon into a surgery. Wow, you know which is good and bad? Because I got, I had to sit in a little bit of the shadow of my dad, and so it was good. Didn’t you have the blueprint?
04:08 – Samuel Adeyinka (Host)
to be awesome. I mean right or not quite, you do.
04:12 – Todd Crowder (Guest)
But the one thing about growing up in medical sales it is a small as you know. It’s a small knit community, sure.
04:19 – Samuel Adeyinka (Host)
And everybody knows everybody, sure.
04:21 – Todd Crowder (Guest)
So, especially back then and that’s in the late 90s and my dad had been with Ethicon for so many years there was a big shadow for some of the guys that were upper brass that knew me since I was walking around in diapers, it’s so, you know. It made it for some funny conversations. I’m a brand new guy right out of the military, wow, and managers are wondering why the upper brass is coming up to me and asking and talking to me because they’re like, well, hold on a second, you’re just a rookie guy.
04:53
Why is the senior VP of Frank Lyman coming to talk to you? Well, because he’s watched me walk. I mean literally.
05:01 – Samuel Adeyinka (Host)
Wow, Do any of them just look at you and say they’re listening to you? But they’re not listening to you because they’re just amazed that you’re in front of them talking to talk when they want, yeah?
05:10 – Todd Crowder (Guest)
yeah, I mean, hefeikon wasn’t intense and you know my dad didn’t give me any blueprint. He’s like you know you gotta go make it I see and um. So he got to open the door.
05:21 – Samuel Adeyinka (Host)
But if I didn’t succeed, it was on me and he stayed hands off of everything so when you had a situation you know, let’s just talk about it when you had a situation, for example, that you didn’t want to go to your manager about, because you just weren’t sure to, handle it.
05:47 – Todd Crowder (Guest)
you didn’t want to get it to where I was relying upon him. It’s kind of like you know you have your kids. You’re like you know they have done their homework. You’re like I’ve already passed this grade. So his thing was hey, you’ve got to figure this out. The only time he sat down with me and really gave me advice is when I decided to get into management, and that’s when he kind of helped really formulate. But he’d given me the tools my entire life and he just kind of like opened the doors at the end. I mean, I’ve had catchphrases I’ve used throughout the time frame in which he has taught me and he has served me so well.
06:27 – Samuel Adeyinka (Host)
There’s a book coming out, Todd.
06:29 – Todd Crowder (Guest)
I got to see these catchphrases man, oh my goodness, I’ve been asked that before and I’ve just never gotten to a point. I guess I don’t ever find it so interesting because I just kind of grew up with it.
06:41 – Samuel Adeyinka (Host)
Dude, you literally have a whole generation of medical cells in you. You can’t sit there and say you’re not interesting. Everybody wants to know that, and you even have the insight of what it’s morphed into right. Your dad was doing this thing in the heyday, so God knows the stories that man has to tell.
07:00 – Todd Crowder (Guest)
Oh, if he could, I mean and he’s embarked on a lot of it and to me, like my favorite thing, I’ve always taught every single sales rep, no matter what you’re selling, if you can remember three simple things, if you remember these, you’ll always be successful. That show up, shut up and follow up. Show up at the right place at the right time with the right attitude. Know that sometimes the next person that speaks is going to lose the deal. And follow up. 90% of people that do this business or sell anything, they lose because they don’t follow up. And no matter what you’re selling, whether it’s the you know go sell me this pen, or whether you’re selling multi-million dollar capital equipment, I’ve done it all and that has never failed me. And that was taught to me back in the 80s when my dad was sitting there with management.
07:48 – Samuel Adeyinka (Host)
That’s how I just kind of grew up. You’re dropping nuggets today. I like that. 90% of the first 90,. What is it? 90% of times the first person speaks loses the deal.
07:59 – Todd Crowder (Guest)
Yeah, so that’s the shut up part. You got to show up with the right attitude. You got to listen to some types of shut up I this is the shut up part.
08:04 – Samuel Adeyinka (Host)
You got to show up with the right attitude. You got to listen to some types of shut up. I’m writing. I am going to write that down. That is an awesome statement. I love it, okay, okay. So I’m curious about a couple of things and then we’re going to get into your history. So why do you think Dad said, as you earn the ranks to move from the individual contributor space into management, I want no parts, but when you cross over I’m going to be there. Why do you think he made that decision?
08:34 – Todd Crowder (Guest)
I believe, because as an individual going into medical, you have to know how to bump your head, you have to be able to stumble around, you have to be able to figure it out and you don’t learn. He always equated to A child, doesn’t learn the stove isn’t hot Just because the parents tell them that they learn the stove is hot Because they get too close or that they touch it and they feel that. So the learned aspect of things Is far greater than just being told. So he’s always had it. He always had that aspect to it in learning. You learn because you found that that stove is hot. You’re not going to go do that anymore when you get into management.
09:17
now you’re talking philosophy. Now you’re talking about how do you motivate somebody that one I was one of the youngest managers that applied medical when I was in management. How do you motivate people that have been doing this job longer than you? How do you go, walk into a meeting and be able to command respect and have knowledge? Well, you gain that knowledge because in the forefront, you did all the sacrificing, you did all the labs, you did everything as an individual to be able to have the right to sit at that table, and you can’t get that because somebody is telling you what to do. So management becomes a different role in which you’re operating from than an individual contributor.
10:04 – Samuel Adeyinka (Host)
That makes sense. That makes sense. That makes sense. So you know, considering your dad was a medical sales rep and established one at that, when you were young, in your mind, was it? That’s what I’m going to do? Or did you have to dance around a little bit to come back to? This is what I’m doing.
10:21 – Todd Crowder (Guest)
I had to dance. That’s why I went to the military. What I’m doing, I did. That’s why I went in the military, because I wasn’t sure.
10:27 – Samuel Adeyinka (Host)
So you were in the Army.
10:29 – Todd Crowder (Guest)
I was. I was a Patriot Missile Officer back in the late 90s.
10:33 – Samuel Adeyinka (Host)
So you’re done with the military, or do you still?
10:36 – Todd Crowder (Guest)
No, no, I did three and a half years active duty, then I did the rest of the time. Eight years, a total of eight years. I did the rest of it in reserve.
10:45 – Samuel Adeyinka (Host)
Okay, and then I did the rest of the time. Eight years, a total of eight years. I did the rest of it in reserve.
10:47 – Todd Crowder (Guest)
Okay, I got a silly question.
10:47 – Samuel Adeyinka (Host)
You ready? Yeah, go ahead. Okay, what, in your opinion? What did the military experience give you as far as being a successful rep and as far as being a successful manager, if anything?
11:04 – Todd Crowder (Guest)
Well, as a rep and I use this actually in my interview I said the reason why you want to hire a military guy because we’re going to continue to go. And if you tell us we’re going to make a dollar more than we’re making right now in the military and let me go home each night, you’re never going to have a complaint from me. I’ll go run through brick walls. And so junior military officers are so geared and military personnel is so geared to complete the mission and they’re mission focused. So if you tell us, hey, look, we need to get this account converted, then that’s what we’re going to go do and we’re going to climb over mountains and we’re going to go under valleys and we’re going to go through trees and brick walls in order to be able to ensure that the mission is completed.
11:48 – Samuel Adeyinka (Host)
Now, from a managerial standpoint.
11:50 – Todd Crowder (Guest)
Being an officer was fantastic. Fantastic because you, from the very start here I am 21 years old and again walking into a room where I am the young lieutenant and I have these guys that have seen a dozen of us come through year after year, and so you’ve got to learn how to again motivate people to move in a direction in which the mission is completed. So I think those two aspects allow you to be able to have and that’s why I would encourage and I did a lot of hiring military people that have had either enlisted or officers, because they understand mission essential and willing to go do the extra mile sometimes.
12:35 – Samuel Adeyinka (Host)
My 20 years I’ve been in this space, military folks rise the fastest. Out of every company I’ve ever worked for, military folks rise the fastest. And it’s for everything that you said. It’s like once that military individual is onto whatever they’re supposed to be onto, it’s not going to end until it’s successful. And that’s what I just kept saying over and over and over and over again. So that’s pretty cool. Okay, okay, wow, man, what a fascinating like gosh. You got a cool backstory, jeez, okay, so we’re a rep. You danced, you went to the military. What happened? What happened from? I’m done with the military, I have to make a civilian decision and I am ultimately going to become a rep. What happened that led you there?
13:26 – Todd Crowder (Guest)
I just I went back to what I know.
13:29 – Samuel Adeyinka (Host)
Realistically. It’s as simple as that. So you were just like so you weren’t well, because you said you danced, but I guess the decision to go to the military was the dancing. And as soon as you were done with that you’re like well, I guess I’m just going to go be a rep now.
13:40 – Todd Crowder (Guest)
Yeah, that’s pretty much what was my thought process. I did my three years. I realized I didn’t want to make a career out of this, and so what do you do? It’s easy to go fall back on what you know.
13:53 – Samuel Adeyinka (Host)
And what I knew was sales.
13:55 – Todd Crowder (Guest)
What I knew was medical and what I knew were people that were in that.
13:58 – Samuel Adeyinka (Host)
Yeah, Did dad. Was he proud or was he indifferent?
14:06 – Todd Crowder (Guest)
He’s the kind of guy that would never. He would pat you on the back.
14:08 – Samuel Adeyinka (Host)
You’ll never know.
14:10 – Todd Crowder (Guest)
But you just have to know the man to be able to sit there and say he gives you the nod like I’m gonna, I’m gonna gamble that he was very proud.
14:22 – Samuel Adeyinka (Host)
You know, my, my dad is exactly my, so I take it your dad’s not no longer alive, correct? Okay, so you know, uh, condolences, oh, thank you. Um, my dad is, he’s still. He’s still alive and he’s very like, uh, you just don’t know how well you’ve done with him, right, like you’ll never know. But the cat got out of the bag. We had his family friends and they were like, oh my gosh, your dad is so proud of you. I’m like, wait, my dad. Like, oh my God, not my dad, my dad. I’m like, wait, my dad. They’re like, oh my God, not my dad, my dad. So you know, I think it’s like a thing that our dads don’t tell us what they really think, but I’m sure he was through the moon that he decided to follow his footsteps.
15:06 – Todd Crowder (Guest)
Oh, I think he was. I mean, that was when I left Eficon. That was one of the harder conversations to have was with him, because here he had a career, you know.
15:18 – Samuel Adeyinka (Host)
And I basically said um, I’m moving on did he chalk it up to a different time? Like these kids today, they don’t stick around the way they used to.
15:26 – Todd Crowder (Guest)
No, I I think he he was curious because I went to go from selling disposables to selling with with ethicon, to selling the capital with with olympus, selling the video towers, sure, and urology equipment. So it was a a completely different right view and I and I explained that to him and I plus I said you know, this allows me to get out from literally kind of your shadows. Um, so he sold he sold what again he suture.
15:56
And then he went into a company called IOLAB which was intraocular lenses back in the eighties and nineties.
16:03 – Samuel Adeyinka (Host)
So sutures and lenses, and then you moved and you started. With that I started, I started actually with stapling and suturing. And then you went to capital equipment.
16:13 – Todd Crowder (Guest)
Then I went to capital equipment with Olympus and then after went to Capital Equipment, then I went to Capital Equipment with Olympus and then after that time frame, that’s when I went into Applied Medical and went to Management. I was there for a little over nine years.
16:23 – Samuel Adeyinka (Host)
So today you are with InsightMed.
16:27 – Todd Crowder (Guest)
Yeah, that is our distributorship that we decided to go do. What do you and your wife team sell? We have a variety of products. Actually, right now we’ve got a tissue company that we work with.
16:45 – Samuel Adeyinka (Host)
They do placenta-based tissues and they use that in the surgeries for either C-sections and that’s what we’re doing today, or GYN-type procedures, and are you part of a sales team, or is it just you?
16:59 – Todd Crowder (Guest)
Well, no, it’s kind of both. They’ve allowed me when they brought me on board as a distributor. They’ve allowed me to be able to build a team. So that’s what I get to do as well, so you’re hiring right now. Yeah, so I go out and I test the waters with talent.
17:18 – Samuel Adeyinka (Host)
So we came here for an episode, todd, but now we’re going to have some more conversations to have. All right, that’s very cool, ok. Ok, let’s, let’s go back. So you go to the army, you become a rep. You’re like I’m going to do what dad did. I’m not going to do what dad did anymore. And he moves to capital equipment. Talk to us, explain to the, to the audience listening right now, what is the difference between selling the disposable staples and sutures and selling capital equipment? And and give it to us, not just the general difference. I want to know the difference in money, lifestyle and the person that you call on. Please continue.
17:59 – Todd Crowder (Guest)
So to categorize that a little bit, I had a marvelous, marvelous mentor, doug Murphy. He was probably one of the best managers I’ve ever, ever been around and he taught me the ABCs. And it’s not always be closing, despite what they tell you. It is basically building a pipeline, because when you’re in disposables a lot of times disposables you get to rely on the name and the brand and, yes, you’re trying to sell yourself, but you can walk into a hospital under Ethicon and you have a gigantic brand, knowledge that people know and you already have it established, especially nowadays because those equipment pieces have been out for a long time when you go to capital.
18:44
You’ve got to build a funnel, and A’s are basically what are you going to close this month, b’s are what are you going to close in a quarter and C’s are what is it going to take you longer than a quarter? And so your job as a capital sales rep is to move the A’s to close, the B’s to A’s and the C’s to B’s, and if you continually do that, you’ll always have that funnel, because capital sales obviously rises and falls year to year, depending on how the economy is.
19:12 – Samuel Adeyinka (Host)
In the vein of selling, could you apply that to your disposables career or you cannot?
19:18 – Todd Crowder (Guest)
To an extent you can. To an extent, if you’re looking at conversions, depending on where you are with the market share, depending on where you are inside each different market, because each below market disposables, ethicon, medtronic, they can operate in a space. If you’re operating in a neuro space, their sales cycles could be a little bit longer. That’s where you have to develop it. Uh, disposables, like I said, those can be contractually demanding and kind of be contractually determining, because you may not have, if you’re not on hca, it doesn’t make a difference what your pipeline is. Sure you are stuck because the disposable contract basically says we’re only going to buy this from X Capital.
20:03
Everybody’s kind of been placed on everybody’s list because you could have a town like here in Atlanta, where a major hospital like Northside has five different campuses and each campus has a different video system, just depending on how each doctor in that group wants to be able to operate from. So you have to understand not only materials management, you have to have the relationships with the doctors. You have to understand who’s the purchaser where that cycle is, because not every, even though the hospital itself might say our fiscal year ends in October, but that capital equipment might not be on the bridge for the next fiscal year. It might be two or three years before that capital equipment is able to come back up for renewal. Okay, so that’s why it becomes a little bit different with capital versus disposables.
20:50 – Samuel Adeyinka (Host)
Okay, talk to us about the money. How is the compensation different? And I think the assumption is you can’t make a lot with disposables, you can’t make a lot with capital. But I think that’s wrong and I’d love for you to explain why.
21:05 – Todd Crowder (Guest)
Well, so capital is a lot of times it’s a piece of family, and you’ve got to have smaller bites to be able to get that done. Olympus did a good job back in those days because you had urology that was tied with it, and so gave you a steady income to be able to get forward sure I’ve made a great living inside of disposables.
21:25
I I think it is a myth that capital equipment is going to make you have massive dollars every single time. Right, because you can. You can move the needle with disposables quicker than you can with capital, and if you’re, if it’s an open contract and all things are on board, then you’re going to be able to have that opportunity to move that needle quicker. Capital is capital If it’s not budgeted and you’ve got to find and be creative in a way in which you can be able to have that done, whether it’s through through leases, whether it’s through replacements or depending on what your company is allows you to do. You’re you don’t have the ability to move over. Yeah, you might get a big bump at a hundred thousand dollar po for capital equipment and you’re getting seven percent of that and that’s fine. But now to replicate that every time. That’s why that funnel is so important.
22:20 – Samuel Adeyinka (Host)
With disposables.
22:22 – Todd Crowder (Guest)
You can have a massive conversion of something that might be small, like a retrieval bag for taking out gallbladders or something, and all of a sudden you land a big account and that retrieval bag is paying you 10% and it’s a $60 bag, but they’re using $100,000 bags in a year inside of a system. Well, which one’s going to pay you more? The disposal is going to pay you more than a one-time hit Because the one-time hit also from a tax standpoint which people don’t like to talk about hit also from a tax standpoint which people don’t like to talk about. The government taxes you higher when you’re paid commissions than they do in a steady portion of the thing. So if your commission is $100,000 versus a steady commission at $13,000 every month, your $100,000 just took a huge hit $100,000 just took a huge hit.
23:15 – Samuel Adeyinka (Host)
Really, yes, so if you get $13,000 every month versus what is 13 times 12? $156,000 at the end of the year, your $156,000 is going to be taxed more than if you already get the $13,000.
23:26 – Todd Crowder (Guest)
Because your $13,000 a month is being taxed, commissioned. Each time your $100,000 that you just got from a big capital purchase is going to have a bigger hit, and so that $100,000 obviously is not going to be the same as the $156,000, because $156,000 of that time frame is being taxed throughout the year, where the $100,000 gets a big, huge, massive hit right off the bat. So you can have a 40% tax on straight commissions. When I worked at Whole Logic, the company I just left, you were straight commissions. When I worked at whole logic, the company I just left, you were straight commissions. Well, the government looks at that, as that is a a one-time deal, not a recurring deal, for straight commission reps, so you’re taxed higher, okay at 38 to 40 percent, depending on what your state does and everything else.
24:13
Yeah, so your capital equipment can actually you can make a lot of money.
24:14 – Samuel Adeyinka (Host)
I’m not saying you can’t, but you’re also going to take a lot of, depending on what your state does and everything else. So your capital equipment can actually you can make a lot of money. I’m not saying you can’t, but you’re also going to take a lot of taxes that no one wants to talk about. Yeah, yeah, yeah, yeah. So I love the analogy you’re making between the two and we’re going to get to the good stuff in a moment with how you met the other half.
24:33
But talk to me about the kind of person you should be, versus someone that wants to sell disposables and someone wants to sell equipment. And here’s what I’m asking. So you know, you have students, candidates, that want to be medical sales reps and they want to be in the OR, or they just let me scratch that they want to be in the hospital, or they want to have some kind of interaction with the hospital. That’s what they know or familiar with, and they’re like I can do disposables, I can do equipment. I don’t know. I don’t know. Speak to us about. If you were to talk to that person and you only had a couple minutes to explain to them the kind of person you’d be, for either, what would you tell them?
25:12 – Todd Crowder (Guest)
So I would tell, basically, to me it’s a gamble, and how much are you willing to gamble? Because disposables, like I said a lot of times, disposal is brand recognition and you’re at the whim of whatever your territory sits in based on its contract. Your territory sits in based on its contract. So it basically saying, look, if you’re willing to go, gamble on yourself and you feel confident in gambling on yourself and you want to be able to have that capital equipment is a really a great place for you to go. But you and you have to have honesty with yourself. You have to look at yourself in the mirror, and that’s where you have that conversation. Do I just want to get my feet wet and do I want to be able to rely on myself, build a brand and build my name, or do I want to take immediate gamble.
26:07 – Samuel Adeyinka (Host)
Are you up for that task?
26:08 – Todd Crowder (Guest)
And if you’re not up for that task, you’re saying be honest with yourself and admit that you’re not up for that task, because if you take it, it you’re going to have a bear of a time yeah, I’ve watched too many people that think they want to gamble on themselves, but then they come back to the company and they’ll say this famous line they’ll be like well, we just need to lower our pricing. I remember having a young rep and I said well, if you just want to give money away, just go ahead and give it to me, let’s don’t just take it out of your pocket, because you’re taking it out of mine and yours. Just go ahead and just give it to me. To begin with, that’s the detriment. You’ve got to be, especially in today’s world. You’ve got to find a way to be creative that you cannot go to your manager and say, hey, our prices are too high.
27:01
We’ve got to find a way to lower our prices. That person needs to be in a disposable market and selling market, which isn’t a knock, but to be able to understand how to build the brand Because ultimately, people buy. When you get to beyond that, people are going to be buying from you because you’re you. When I go, look at nowadays and I tell somebody that we’re what we’re doing and bringing somebody on, I tell them I want you to be able to walk into a doctor’s office and tell them that we’re all buying pink toilet paper and they not ask a question and they go. You know what? You’re right, todd. Everybody we’re buying pink toilet paper now because todd says so and we trust what he has to say. And that comes from building a brand over 20 plus years and doctors understanding that you have their best interest, their patient’s best interest and eventually, the hospital’s best interest, not your own interest yeah’s best interest, not your own interest.
27:58
Yeah, facts, disposables, allow you to be able to do that, allows you to build that time Capital. They don’t have the time. For you to build a brand, you’ve got to be able to come in there and know exactly who to talk, to have the relationship, to go knock on the door with somebody and be able to sit there and have that conversation, the tough conversation, right, and be willing to do those three things. Show up, shut up, because what happens if you start talking to capital sales and you start giving that materials manager, that VP of procurement starts whittling down and all of a sudden, now you’re just giving out money, you’re taking money out of your pocket to be able to compensate and you have to be willing to stand firm. You get that by building yourself as a brand.
28:42 – Samuel Adeyinka (Host)
I hope you’re enjoying today’s episode and I want to let you know our programs cover the entire career of a medical sales professional, from getting into the medical sales industry to training on how to be a top performer in the medical sales industry, to masterfully navigating your career to executive level leadership. These programs are personalized and customized for your specific career and background and trained by over 50 experts, including surgeons. Our results speak for ourselves and we’re landing positions for our candidates in less than 120 days in top medical technology companies like Stryker, medtronic, merck, abbott you name it. Would you run an Ironman race without training and a strategy? You wouldn’t. So why are you trying to do the same with the medical sales position? You need training, you need a strategy and you need to visit evolveyoursuccesscom, fill out the application, schedule some time with one of our account executives and let’s get you into the position that you’ve always dreamed of. No, that’s that’s good. That’s that’s really good.
29:41
Okay, so where did this other half come in? How long after? And I guess we’ll leave it. We’ll leave it from where we left off. You have. You are now selling capital equipment. You are learning that people don’t have time to build a brand in this space. And then when does she walk in Next job During this job? Talk to us.
30:05 – Todd Crowder (Guest)
So I was previously married and went through my career about me and, to be straightly transparent, even though people I don’t know, you be careful when you decide you want to go into management or you want to chase titles or you want to chase money. I tell everybody look, you think you like sausage until you see it’s made, and once you see how it’s made, you might not like the sausage you think you’ve been chasing for a long time. Sure, sure and I hadn’t learned that the hard way.
30:39
I will not sit there and say that my ex-wife was all the problems. I’m not that. I was. I traveled, I was gone in management. If you’re going to do management, you’re going to have to realize the sacrifice you’re going to do is nothing about you. It has to be about everybody else and you’re going to be gone, sometimes Sunday through Thursday, monday through Friday if you’re doing this effectively and you have to have the other half of you your spouse, your family, and be good with it. And if they’re not, and you don’t have that discussion ahead of time, it’s going to take a toll.
31:11
And it did and it took a toll my other half, the best half of my life. That’s going on now. I met her basically through the gym. I got divorced and was working out.
31:26 – Samuel Adeyinka (Host)
Where were you working? I was working actually at Whole Logic at the time the last company I used to work at. So capital equipment was over. What were you selling at?
31:34 – Todd Crowder (Guest)
Whole Logic. So we did women’s health, the largest women’s health company in the world.
31:38 – Samuel Adeyinka (Host)
And we had a combination of disposables and capital, oh okay. Oh. So you were like I’m going to do disposables, I’m going to do capital. You know what? I’m going to do disposables.
31:46 – Todd Crowder (Guest)
But I found a way to get around capital, which was even better because I did through placements and through buying disposables that were positioned with the Capitol and basically had the hospitals buy the disposables to place the Capitol.
32:01 – Samuel Adeyinka (Host)
So full disposables. Did you find this opportunity or it found you?
32:05 – Todd Crowder (Guest)
I will say this knock on wood. I have always been blessed that people have come to me. I have only a job I ever interviewed was right out of the military but that was for people I didn’t know but I had to go search that one out. But everything else I have had somebody see my performance, like my performance, like what I’ve done, and bring me over to their organization.
32:26 – Samuel Adeyinka (Host)
See, that’s because when you live like an angel, you just help people randomly. It all comes back to you. Man, that’s what happens.
32:33 – Todd Crowder (Guest)
It does come back to you, that’s for sure Okay, that’s what happened.
32:35 – Samuel Adeyinka (Host)
It does come back to you, that’s for sure Okay. So go back to the story.
32:40 – Todd Crowder (Guest)
So how did you meet her again. So my wife is very, very distinctive looking. She’s blonde hair, green eyes, two sleeve tattoos. If you look at me you’ve known me in the past you’re like that would never fit, what he would ever see it is 2025.
32:57
Can we really say that anymore. Well, I mean, I’m 51. Okay, so I kind of grew up in a little bit of the old school things and she’s a preacher’s daughter at the same time too. It was a funny combination, because you’re thinking of a preacher’s daughter having two sleeve tattoos, all kind of stereotype breaking, oh 100%, 100%.
33:17
But she is truly the light of my life, truly amen. It was a um, it was a blessing, because she had served as an executive assistant for so long inside of cisco, inside of other companies, sure, um, and so when, when I was with her logic and I was trying to see, you know, I’d kind of almost seven years been multiple awards ceremonies and was just kind of getting to the point where I was looking around and going, I am building everybody else. I make great money. Hullogic is a phenomenal company. I take nothing away from them. But you get to a point sometimes in life where you look at you know I am building everybody else’s dreams, but mine?
33:59 – Samuel Adeyinka (Host)
Yup, that’s the conclusion you have no choice but to come to.
34:01 – Todd Crowder (Guest)
It is because you, you’ve spent 20 years and I watched my dad do 20 years at the same time build everybody else’s dream, but your own what? And you have to sit there and have that conversation. What do I really want to do with my life? What legacy do I want to leave with my kids? What legacy is going to go past everything else? Because we all have an expiration date. I mean, no one lives forever and you don’t get to take everything with you when you go. So you have to build that part of it. And what do I want to build for my kids and my kids’ kids and theirs’ kids? Because unless you’ve done something famous, you’re a footnote in somebody’s story and you’re not a footnote in a history book. So where are you going to leave that legacy book? And that really began to weigh on me and I was like, what do I really want to do? I want to be able to maximize my relationships on how I want to sell, not how somebody wants to tell me I need to sell. So my wife and I sat down and we figured out okay, so how does that work?
35:10
I’ve had a dear friend of mine I’ve known for a long, long time who was doing this very same thing and he said come work with us as a 1099. If my dad was alive he would have told me I was crazy. Why would you do that? Why would you leave the security of a massive corporation For everything? My dad was a risk taker. He was not.
35:34
I’ve always lived a little bit to the edge. I’ve always pushed a little bit to the edge. ‘ve always pushed a little bit to the edge. I wanted to be able to. You know, jumping out airplanes wasn’t good enough for me. I wanted to do more. So I love the aspect of challenging myself and betting on myself, and that was a slow process that I had to come to when I first started out this thing back in 1999, it wasn’t a thought process of mine. I enjoyed pushing the envelope, but I wasn’t quite ready to just completely 100% better myself. And so if you go look at my career bit by bit and whole logic, you’re a hundred percent commissions, and so that was the first time I really said okay, I’m really Training wheels to truly betting on yourself.
36:18
Yes, I’m really. If I don’t kill it, I don’t get to eat. So I really learned all these things that I’ve learned from my dad and learned throughout the years and was able to apply it and whole logic and then wake up one day and go. But I’m still doing this for somebody else. I love the corporation, I love what it stands for, I love the fact that it was the world’s largest women’s health and it does so much. It did so much for COVID. When COVID hit, it had all the testings and so it’s a wonderful company, but it’s still a company and it’s not mine. So I want to build something that I can turn around when I ever I’ll never retire, I’m told my wife. Let’s just be honest. I’m there’s not going to happen. I might die in the award.
37:07
That’s okay, but I just cause I enjoy it. It doesn’t. It’s not a burden for me. To go from six 45 being in the morning to six o’clock at night is what it is Like. You go back to the military, you do what has to be done and accomplish the mission. But I want to be able to leave something that if my son wants to ever come into this world, or my daughters want to come into this world and do this, that they have the ability to take this over and it continues to run ability to take this over and it continues to run. So I wanted to build something that could be handed to somebody else and they can take it or they could pass it on to somebody else. That’s what I looked at and I said that’s what I want to do.
37:51 – Samuel Adeyinka (Host)
Wow. So was this a conditioned and formulated plan, or was this event driven that made you say you know what. I’m doing this thing already. I’m going to start my own thing.
38:03 – Todd Crowder (Guest)
A little bit of both. Um, I got to a point where I and it’s horrible to say, but I got to a point where you’re looking at, do I want to be at another conference call, do I want to go to another national sales meeting? Do I want to go and fill out another tracker for, or do I want to just go do what I know how to do best, and that’s outwork and outsell everybody. And so it marinated itself. But I remember sitting at our national sales meeting this last year, like they were talking about all these things and I’m going, but I can do so much more.
38:45
Yeah, If I unshackle myself and look at myself in the mirror. And that’s the one thing that sales reps breaking into this industry need to realize. You’ve got to take an honest look at yourself before you go do this. This is not for the faint of heart and that’s not a knock against anybody. That doesn’t make it.
39:03 – Samuel Adeyinka (Host)
And you know what you nailed it. Man, not enough people do that, no.
39:06 – Todd Crowder (Guest)
No, do that no. And so I had to look at myself and said you know, are you ready to gamble all chips in 100% on yourself and rely on the brand that you’ve built?
39:23 – Samuel Adeyinka (Host)
My answer was yes. So when you came to that conclusion, was it news you brought to your wife? Was your wife already saying it?
39:31 – Todd Crowder (Guest)
No, she was already for it.
39:34 – Samuel Adeyinka (Host)
So she was the one telling you.
39:36 – Todd Crowder (Guest)
Oh, she was like why do you do this?
39:38 – Samuel Adeyinka (Host)
That’s why I enjoy it. How did she? Okay, so, because she wasn’t raised in medical sales.
39:44 – Todd Crowder (Guest)
No, no, no, she’s in medical sales now.
39:45 – Samuel Adeyinka (Host)
So how did she even know that this is an option for you guys?
39:49 – Todd Crowder (Guest)
Well, because she had heard me, because I told her, you know like hey, my buddy you would have these conversations.
39:55 – Samuel Adeyinka (Host)
Yeah, we’d have these conversations.
39:57 – Todd Crowder (Guest)
Yeah, so she was privy to. Now she doesn’t like any part of the sales aspect of it. She doesn’t like any part of like the goriness of medical device sales in the middle of the wash. So I made a go with me on one quote-unquote field ride as my boss and we had to go to L&D, and she realized that it’s not glamorous, it’s not all this wonderful thing, it’s not the movies, no, this is not. This is. A lot of times you’re sitting around, you’re taking advantage. Anytime you see that doctor or that nurse that you’ve been trying to get hold of and you finally see them walk in the hospital and you all of a sudden, oh, I got to pretend, I got to go this way and I’m going to talk to them and that’s what you have to be willing to do.
40:38
And she left there and she goes I’ll stay as the boss, you just continue to do what you do, because we didn’t leave that hospital that night until nine o’clock that night and she’s like I get, I get what you’d like, but what you do, I’m just gonna let you do that. And she does all the executive stuff.
40:57 – Samuel Adeyinka (Host)
She does all of the so correspondence did you help her do the establishment of the company, or she already knew how to do that part and you just handled sales I just handled sales.
41:11 – Todd Crowder (Guest)
She had an executive, she knew lawyers, she’s worked with a bunch of stuff so she was look at you, it was. It was a match made in heaven in more ways than now and so you know, to have her come along and understand all that stuff and all the you know, I jokingly tell her. I said I come home with my expense reports, the receipts I have, and I just hand them to her and i’m’m like this is the best expense report I’ve ever had to do in my entire life.
41:33 – Samuel Adeyinka (Host)
Oh, just to even say it, that’s so cool. So you refer to it as her company. Is it your company?
41:40 – Todd Crowder (Guest)
No, no, it’s really her company. I’m really an executive assistant. I call myself account executive is what I labeled myself.
41:50 – Samuel Adeyinka (Host)
And I’m sure that has its own tax advantages.
41:54 – Todd Crowder (Guest)
No, 100%. I would have done it to be able to. There’s a reason why it works well, and if I go bring people on board and I hire them, I’m the account executive and as we build a team out, then that position can change. But as as we’re just starting out, she’s the she’s the head of the thing and I report to her, and she also likes to remind me. She’s also head of HR, so if I have any complaints, I can complain to her and HR can turn me down as well.
42:27 – Samuel Adeyinka (Host)
So wow, that, that’s just freaking. And you guys have been in operation how long.
42:34 – Todd Crowder (Guest)
We’ve been in operation. That’s really just a couple of months to it. To be honest with you this is a fairly new adventure for us. This isn’t like it’s been going on.
42:43 – Samuel Adeyinka (Host)
And the title of your entity is a distributor, correct?
42:46 – Todd Crowder (Guest)
1099 Distributor.
42:47 – Samuel Adeyinka (Host)
So how far away from Were we profitable, or how far away from profitability?
42:53 – Todd Crowder (Guest)
Oh no, we were almost instantly profitable. Wow, yes, I mean, we came full bore, because I’m fortunate enough to know a lot of people in Atlanta and especially in the GYN community, especially some into other specialties in general surgery, bariatrics so I’ve been fortunate to be able to have that luxury of being able to know these individuals and be able to, like I said, build a brand to where they trust me, to where I bring something to them. They’re willing to sit down and look at it, listen to it and give it a try and they believe what I’m bringing them is not bringing them something that’s going to be harmful to them, their patients or the hospital.
43:37 – Samuel Adeyinka (Host)
That’s Todd man. This is just amazing. So you know what I, what I, what I love about everything you’re saying is you talk a lot about just the reality of life, that at the end, at the end of the day, you are the summation of whatever the hell you’ve been doing with your life. And why would you spend so many hours of your life doing something that you can’t say I’m so glad I did this. And if that means doing your own thing and building your own wealth with your own company and your own limits and exceeding your own limits, then that’s what you have to do. Now that you’ve done this and you’re living it. Now it’s real and because you have children and because you have this wife, that is clearly giving you a whole new act on life what’s the vision?
44:27 – Todd Crowder (Guest)
Where do you want to take this?
44:28 – Samuel Adeyinka (Host)
thing, and you might not know the exact answer, but I mean, give us the like, semi thought through idea of I want us to be here in 10 years.
44:38 – Todd Crowder (Guest)
I want our deal to be able to, like I said, to make generational wealth. I want to be able to pass something on to my kids. We have we have five kids, so I go from age 27 all pass something on to my kids. We have five kids, so I go from age 27 all the way down to eight the last two- Wow 27 to eight. I told you I was old, I thought you were old.
45:04 – Samuel Adeyinka (Host)
So when I talk to people and they have kids that are between the ages of seven and 12, I tell them they’re in the trenches, it’s the trenches, it’s the trenches, it’s the trenches. Yes, and you’re still in the trenches, man.
45:15 – Todd Crowder (Guest)
Yeah, so the oldest one’s off and married, then the second one just got engaged, and then the oldest boy he’s out in college and I had two kids that I had basically brought on as my own now, so I’ll never tell anybody differently. I have two kids that I had basically brought on as my own now, so I’ll never tell anybody differently. I have five kids. I don’t care where the biological portions of it came from. I’m a 14-year-old girl, so I get to go redo middle school, about to go to high school for the third, fourth time now, and then I’ve got an eight-year-old son. So yeah, it’s fantastic and you do learn, as parents and the older ones look back at you and they go hold on, you weren’t that way with us. I’m like, yeah, I learned I didn’t get this experience when we first have our first kid you.
46:02
Look at this thing going. I hope I can keep you alive and I don’t do anything detrimental to you in the long run.
46:09 – Samuel Adeyinka (Host)
Right right.
46:10 – Todd Crowder (Guest)
And so, just like you have to always be curiosity, it has to learn. You have to learn not only in life. You have to learn who you are. You have to learn what you can push yourself to. You have to be ambitious.
46:23 – Samuel Adeyinka (Host)
Sure.
46:24 – Todd Crowder (Guest)
And you have to be willing. In this industry, from my understanding of all my life is you have to be willing to push yourself and when you think you’ve reached a wall, find a sledgehammer and knock it down.
46:37 – Samuel Adeyinka (Host)
Preaching When’s the book coming out, Todd.
46:42 – Todd Crowder (Guest)
Well, I will say side note, my wife is an editor and has edited books from her dad as a preacher, so I do have a built-in editor If I do decide.
46:59 – Samuel Adeyinka (Host)
Come on, you guys really are a match made in heaven. That’s awesome man. Five kids, amazing partners, do amazing things with. And you know, you can see it in your whole demeanor You’re, you’re living your best life right now. More power to you, man. More power to you. So you know we’re going to bring this to a close. Todd For the audience. What’s one thing you know right now? You got people listening that half of them want to be in medical sales, half of them are in medical sales and a number of them are leading the way. What’s the one piece of information you want all of them to hear?
47:33 – Todd Crowder (Guest)
You made a comment about a little bit earlier. You are the sum of what your experiences are and never forget. A brain is hard to build, easy to tarnish. People ultimately will still always buy from this person they like be the help help. I tell reps multiple times there are two types of reps that walk into a hospital and forgive me for my little bit of a language here there’s asses and assets.
48:01 – Samuel Adeyinka (Host)
They have plenty of asses. You keep dropping these gems, man.
48:05 – Todd Crowder (Guest)
They have plenty of asses that walk through the OR that think nothing only about themselves. The asset is the individual that sits there and says I’m not too big, you need to turn this room over. Give me the mop, I know I can get you the answer. Doctor, I can help that nurse out. I can do whatever I can do to make sure their life and they shine more. To be able to that, and if you can become the asset, you will always have success, because it’s not about you whether it’s a single individual contributor or you go into life of management. If you have the humbleness to be able to be that, you will always have success.
48:47 – Samuel Adeyinka (Host)
Todd, that was fantastic. Thank you for the knowledge. We have one more thing to do. It’s called the lightning round. Are you ready?
48:56 – Todd Crowder (Guest)
Let’s give it a shot.
49:07 – Samuel Adeyinka (Host)
All right.
49:07 – Todd Crowder (Guest)
We got four questions. You have less than 10 seconds to answer. First question is what’s the best book you’ve read in the last six months? Good, John Maxwell’s 21 Irrefutable Laws of Leadership.
49:16 – Samuel Adeyinka (Host)
Okay, that’s a great book, all right. Second question what is the best TV show or movie you’ve seen in the last six months?
49:25 – Todd Crowder (Guest)
Ooh TV show Night Agent on Netflix is what we enjoy. My wife and I we enjoyed.
49:35 – Samuel Adeyinka (Host)
We just finished the last season there and it’s good, it’s really good.
49:38 – Todd Crowder (Guest)
It’s good. It has government conspiracies, it has the whole nine yards of fighting the bad guys, and a little bit of love story at the same time. So she gets involved into it, so it makes it.
49:49 – Samuel Adeyinka (Host)
Everybody gets a little bit of it in here. Everybody a little bit of everything okay, okay um. Third question and I want the, the location and the name and the restaurant and the item what is the best meal you’ve had in the last six months?
50:06 – Todd Crowder (Guest)
um zika, which is down in buckhead. It is Lebanese food. I took my wife there for Valentine’s Day and it is from the lamb to the chicken.
50:20 – Samuel Adeyinka (Host)
It is phenomenal. I love lamb. I’m hungry now. Oh man, I’m jealous now. Okay, that is happening. Next time I’m in Atlanta, that is happening.
50:30 – Todd Crowder (Guest)
Hey, you come to Atlanta, look me up, I’ll take you there myself.
50:33 – Samuel Adeyinka (Host)
Consider it done. Consider it done. Okay, last but not least, what’s the best experience you’ve had in the last six months?
50:42 – Todd Crowder (Guest)
See, I wake up every single day and enjoy watching a new life coming. Today I got to watch five different C-sections, four C-sections yesterday. There is nothing greater than watching a mom and a dad or a family just bloom out of there and watching that innocence of that baby and watching the joy that comes. I get to do that every single day. I mean, there is nothing greater than to experience and no matter how bad things are, no matter how bad things, when you get a chance to look at new life coming in there, everything can just disappear. It is remarkable about how wonderful life can be when you’re going to watch new life come into the world.
51:25 – Samuel Adeyinka (Host)
Amen. Look, todd, that’s awesome man. Look. Thank you so much for all the wisdom, the pearls that you’ve shared with us today. We can’t wait to see what you do with this amazing company that you’ve established with your wife.
51:36 – Todd Crowder (Guest)
Maybe I’ll do a follow up sometime soon.
51:40 – Samuel Adeyinka (Host)
Oh yeah, we better. Let’s give it a few months and, yes, let’s bring you back and let’s get into all the developments.
51:46 – Todd Crowder (Guest)
That sounds great, man, I appreciate your time. Thank you for having me on. You too, todd, thanks for being on the show, appreciate it.
51:58 – Samuel Adeyinka (Host)
And that was Todd man. Good stuff, right? You know, what I love about everything he talked about is how he had a moment. He had a moment where he said I could spend the rest of my life doing these things, or I could spend the rest of my life working on my true journey. And he decided to step into his true dream and here he is living his best life. That’s what life’s about. Life’s about finding what moves you, doubling down and taking life to its highest, whatever that means for you. And that’s exactly what Todd is doing. If you want to know who Todd is and talk to him yourself, find him on the LinkedIn platform.
52:33
And if you’re listening to this right now and you’re thinking to yourself well, I want to do what Todd’s doing. How about that? Where do I get access to that? Then you already know Visit EvargoSuccesscom, Make sure you fill out an application, Get involved with our community, Get involved with what we’re doing, and if you want to get into medical sales, get involved with our program.
52:55
As always, we do our best to bring you guests who are doing things different in the medical sales space. So make sure you tune in next week to another episode of the Medical Sales Podcast. I hope you enjoyed today’s episode and remember I have a customized and personalized program that gets you into the medical technology industry as a sales professional or any type of role for that matter. Become a top performer in your position and masterfully navigate your career to executive level leadership. Check out these programs and learn more at EvolvesAssesscom by visiting our site, filling out an application schedule, some time with one of our account executives and allowing us to get you where you need to be. Stay tuned for more awesome content with amazing interviews on the Medical Sales Podcast.