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Dancing With the Stars

Guest post by: Brian Sullivan

Article Overview: Why it Takes Two to Tango in Medical Sales

Dancing With the Stars

You don't need to be Kate Gosselin, Chad Ochocinco or even Donny Osmond to become famous in our industry. In fact, you don't even need to be a washed up celebrity with a career in need of a facelift. You do, however need to open your arms to partnering with people who are going to make you look good on the dance floor. And if you are in distribution sales, that means you need to outperform your competition in what can be called "Manufacturer Mambo" (forgive me). And here are the easy steps to doing it well:

1. Identify the top five manufacturer companies will help your sales territory grow. Perhaps one can make you famous in the lab, a couple in the procedure room, others in the orthopedic office, etc. The key here is to FOCUS on a handful of key relationships. Don't dance with too many. You will end up stepping on too many toes, and your sales territory will look like a Mosh Pit.
2. Proactively build FRIENSHIPS with those key manufacturers. Truth is, manufacturer reps will tell you that they will do almost anything for distribution reps they trust and like. If they have a lead in hand to give away, it will almost always go to the person who they work closely with...regardless of "whose account it is."
3. Set aside office time each week to do nothing but reach out to key manufacturer reps. But when you do, make sure you have a clear objective. A good objective is "something you want the manufacturer to do as a result of the phone call or meeting." And when you ask for something, offer something in return.
4. Call Manufacturer Reps back QUICKLY...but only if you expect them to do the same. Let's face it, our industry is littered with people saying, "He/She won't call me back!" Once you get a reputation as that person, your ability to ask for help from others goes out the window.
5. Find ways to make a manufacturer reps life easier by adding value in ways other distribution reps don't. Treat them like customers. Offer to carry one of their products through your territory for a week, get out your calendar and give them a half-day ride with, buy THEM lunch...whatever. While your competition has a "what's in it for me attitude," your selfless performance will create a bank of favors that you can crack open when you need them most.
6. Discuss expectations and roles with each of your top partners. Some distribution reps don't want their manufacturer reps calling on their accounts directly, some do. Some let the manufacturer reps quote prices, others don't. Some want the M reps to do all the talking in a demo, others only want them to show the product. Whatever your style is, just make sure you and your dance partner are is sync. And that only comes through clear and regular communication.
7. TRUST them. Let's face it. Some manufacturer reps and companies GET IT. And those that do are often well-trained professionals who will do you proud...if you just let them. So when you find a good one, get out of their way and let them do their thing.
8. Ask for help. We all know it is difficult for you to be a product expert when you have 436 thousand SKUs sitting in a warehouse. The good news is that you don't have to be. You often just need to be the best at questioning a prospect to create curiosity that will lead to a more detailed presentation. So do your job, create a ton of interest, and put them to work for you. And be sure that if you ever speak the words, "Would you help me grow my territory? And would you help me better understand what I can do to make your product the one that helps me do it?" you will never hear, "Sorry, not interested."

Now here is a quick message for you manufacturer reps reading this. If you have been invited to "the dance," you better perform. While it is not difficult to become a distribution reps most valued partner, there are countless M reps who don't do what it takes to gain and hold the trust of the distributor. You only get one or two chances to show your moves, so when it's show time, put on a performance that leaves them telling their co-workers how smooth you were. And when the day comes that our entire industry TRULY understands the value we bring to each other, we will all see sales volumes and margins increase. And don't feel bad when that happens. Because your audience of customers will gladly buy more and pay more , because of the value you bring to their businesses. And for that, you will deserve a standing ovation.

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Article Tags: communication skills, expectations, famous, friendships, growth, help, insurance sales training, manufacturer reps, medical sales training, outperform competition, precise selling, sales tactics, sales training, trust, value



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