Selling 9th Edition by Stephen Castleberry,John Tanner

تمرين 6

I sell orthopedic products, like hip and knee replacements, for Smith Nephew. One aspect of my selling job requires me to service what I sell, and in the case of replacement joints, that means going into the operating room with the surgeon and taking on the role of a technical expert when it comes to the capabilities, function, and surgical technique used with my company's hardware.
This scenario occurred during a total hip replacement on an 80-year-old woman. The doctor involved was a new customer, so I had brought in a wide variety of options (i.e., hip replacement systems) for him to use, as I wasn't very familiar with his preferences and I wanted to be prepared for anything.
The case was going smoothly until the surgeon was deciding which component to use in the femur. There are two different types when it comes to the method of fixation of the new joint: cemented stems and press-fit stems. The stem is inserted into the intermedullary, or IM, canal, and if it is a round stem, it is secured to the bone using bone cement. If it is a press-fit stem, it is squared off, and you are essentially sticking a square peg into a round hole. The press-fit stem is pounded in such a manner that the four corners dig into the surrounding bone, and that provides fixation. It also leaves some open gaps in the IM canal.
The doctor decided to use a press-fit stem but decided that the bone quality wasn't what he wanted, and he didn't feel like it was secure. He told me he wanted to cement the press-fit stem in place. I knew that this was not typically done, and my training told me that it shouldn't be done in order to avoid having bone cement leak down into the IM canal, which could potentially cause a number of problems down the road. At the same time, if it was done very carefully, it could work without any issues.
How would you discuss the situation with the doctor?