Most sales training focuses on the call. This article, written by WLH founder Dr. Wendy Heckelman for LTEN’s Focus magazine, makes the case for training the account instead. As health systems consolidate and prescribing decisions get shaped by protocols, payer policy, and cross-functional stakeholders long before an HCP ever sees a patient, the reps who consistently outperform are the ones reading the whole ecosystem, not just delivering a message. Wendy breaks down five signals every field rep should be watching, from leadership changes at an account to shifting access conditions, and offers a simple four-question discipline reps can use before every call. For learning and field effectiveness leaders, it’s a practical, observable definition of ecosystem acumen that can anchor coaching guides, field rides, and curriculum design.