I talk to the "sales reps"... a lot! very mucho!
Ask yourself, what is the value of the "sales rep" meeting? The intent is to sell something, I know, they know, you know. But have you ever thought what they can do for you and you can get for free?
Imagine for a minute you are the Contact Lens or Pharmaceutical sales representative that walks into your office and think about what can you do, to make people trust you, like you, and then do business with you.
A good salesperson will provide some value even before they sell you anything. We all know they have technical knowledge and can spill the beans on every single study and clinical characteristic that makes their product unique. They often have a better scientific understanding of the product than us!
But have you thought of the "value" they have for your operation and other parts of your office? Frankly, "reps" are your best "10 minute consultant" for FREE on how to improve your business. Why?
- They have to deal with first impressions, your staff and how they greet people!
- They have visited more offices than you will in a lifetime and in doing so can quickly identify what works.
- They have dealt with many different personalities and management styles, in doing so they can quickly identify what does not work.
- They have seen offices bloom and other bust, in doing so they can quickly identify what the missed opportunity was.
My point being that as a consultant, they have seen many of "us", "they" are a more valuable resource than what you think, and they have seen what works and what doesn't. They have been around the block and can help your office tap into unseen opportunities, from greetings, staff to networking and sharing information and even identify hidden problems in the office, "they" can help and want to create value to you!
So next time the "rep" comes in, have a conversation, begin with "how can I best leverage your product"? Be mindful that in sales, they are compensated when he or she can position their product in a strategic manner, but they want that product to solve a problem while leveraging an opportunity for both of you.
In my many years interacting with contact lenses and pharmaceutical sales forces, I can tell you every single rep would kindly answer questions in an honest and forward manner, with a smile in their face. They will try to help you use their product in a manner complimentary to your practice and intended to make your office run better. That is the value of that relationship before the sale!
So next time, be kind to your "rep" and start a conversation!
Founder, Optometry Practice Success Forum | We Help Leading Optometrists Stand Out, Build Trust and Get More Patients
8 年So true Agustín... it's all about providing value, and hopefully upfront. This extends to more areas than product and tech reps, as having worked with / serviced numerous practices also allows to share best practices in areas such as practice management, operations efficiency and marketing. It's true as Nick points out that not all employees have the same understanding of value as the practice owner and might steer consultants / reps away before they can show value to the owner.
Centro Style Area Manager [email protected]
8 年It may be obvious but it's not so much the business owner that doesn't understand 'our' value but more the kind of employee that doesn't understand the vested interest in being accommodating to patients and salespeople alike.
Pharmaceutical Sales Specialist at AstraZeneca
8 年Perfect! Thanks for this Dr!
Production Analyst, Animation
8 年Great article and absolutely the truth. The "Your the enemy" mentality sales people encounter day in and day out has always baffled me. The sales person is a wealth of information and practical solutions. I think "relationships" should be a course taught in every college and trade school.