The Long Haul

Edition: July 2010 - Vol 18 Number 07
Article#: 3498
Author: Laura Thill

Let’s be clear: You’re not old. Still, some of us have been doing our jobs for a very long time, and in order to continue to be effective, it’s important to maintain a fresh perspective of the industry. That said, how can longtime sales reps continue to be the very best at what they do? It’s not difficult, say the experts.

Some things never change. Whether they’ve been in the business for five years or 45, reps must approach every sale with an open mind and a listening ear in order to fully know their customers’ needs – and they must have confidence that they can fill those needs with the best products and services. For instance, after 32 years in the business, Mike Spruill, sales rep, Tarheel Physicians supply (Wilmington, N.C.), still believes that selling “comes down to listening to your customer’s needs and then responding to those needs.

“The biggest lesson I have learned over the years is how little the sale has changed,” he continues. “The concept of selling is the same today as it was 30 years ago. It still involves listening to the customer, acknowledging that you have heard what the customer has said, probing to learn whether the customer has any hidden objections, and then responding to the customer’s needs.”

And yet, no matter how many presentations Spruill has made, he is adamant about approaching every physician or office manager with the mindset that he is there to deliver the best possible value. “I stay enthusiastic about the products I represent,” he says. “I seek out products that set me apart [from other reps] and allow me to keep my presentation fresh.” He recalls a sales presentation he once made to sell disposable needles and syringes. “Can you imagine [showing] enthusiasm over needles and syringes? Well, there shouldn’t be a difference in the level of a rep’s enthusiasm, whether [he or she] is selling disposables or blood pressure monitors.”

Some, such as longtime sales manager Harvey Schoener, vice president and marketing, Healthometer (Alsip, Ill.), believes successful reps can – and do – maintain a level of enthusiasm for the products they sell. “If a rep is selling a product he truly believes in, and if at the end of the day he believes he will make a difference, his enthusiasm will automatically permeate through to his sales prospect. Once the prospect’s interest is piqued, the rep will be halfway to the sale.”

Manufacturer rep Bill Worland, president, Bill Worland & Associates Inc. (Shawnee Mission, Kan.), has been in the business since 1956, and in spite of all the sales experience he has acquired in the last 54 years, he still only represents companies whose products he believes in. “I only represent companies I have confidence in,” he says. “I would never represent a company whose products I didn’t believe in. That would be doing an injustice to my customers and myself.”

John Ban, president, Medical Xpress of Southwest Florida, has worked in the business for just under 20 years, 15 of which have involved sales. He couldn’t imagine not being jazzed about the services and products he offers. Reps should treat their customers like lifelong friends, he notes. “I consider my customers my friends, so, it’s a good time every day.”

Young blood

In spite of the truisms of sales that have followed reps through the ages, in some ways, the industry has indeed transformed itself. And in some cases, salespeople are feeling somewhat frustrated. “[Selling] is not what it used to be,” says Worland, who works in the hospital market. “Originally, we could go straight to the end-user and present our products. Today, we must go through a hospital committee.”

That’s not to say the industry hasn’t seen changes for the better as well. There was a time when selling was all about the face-to-face contact with customers, but that’s not always the case today. And, many reps regard this as a positive. So, while reps still get in their cars and drive to meet their customers, e-mail, video conferencing, Webinars, Facebook and Twitter now provide good alternatives for keeping in touch. “The speed with which we can deliver information to physicians, as well as the number of physicians we can see in a day, has increased,” says Ban. “When I started in sales, I had to carry around a 300-page binder. Now I bring my laptop and I can send orders to my warehouse instantaneously.”

It’s not just the mode of communication that has changed. Automated medical devices have changed the way physicians do their job as well. “Digitized, efficient vital signs monitoring and better communications have saved countless lives,” says Schoener. “As salespeople in this vital and dynamic environment, we should feel proud.”

One of the best ways longtime reps can keep abreast of these changes is by working closely with their rookie counterparts. “We can always learn from others,” says Worland. “I started out in the industry with a pencil and paper. Today, young sales reps are versatile at using computers.”

“Younger reps rely on computers, BlackBerrys and iPhones and tend to study products in greater detail,” adds Schoener. “Older reps would do well to embrace this technology, or at least get a cursory working knowledge of the products available.”

“I’m always impressed when younger sales reps can help me remember some of the basics [about selling],” says Spruill. “Watching them as they grow helps me remember where I came from. It’s easy to fall into a routine, and [watching them] broadens my perspective of what it is I do every day.”

But, no matter how much seasoned reps can learn from younger ones, it appears that nothing can replace the value of formal training. “Without a doubt, training is always important,” says Worland. “Dealers sell thousands of products, so it’s important for [independent and distributor reps] to remind them to provide sales presentations. We need this [if we are to] understand the advantages of their products and how they can help the end-user.”

“Given the complexity of modern medical equipment, training is essential,” says Schoener. “Reps need a thorough working knowledge of everything they are selling.” And, training should take place whenever possible, he adds, “whether at the manufacturer’s location, at the distributorship or in the field.”

It’s not just the products that have increased in complexity, notes Spruill. “Today, there are many regulatory restrictions on products, and reps must understand their short- and long-term implications. Years ago, we [simply] had to understand how the product worked. Today, the sale has gotten far more complicated, and we must understand the product [in the context of] regulatory restrictions.”

An informed rep has an edge over his or her competition, notes Ban. “Information is key to any sale. The more product information reps have, the more they can impress their customers. I just completed my first EOL Online training. It was awesome!”

Value-added

You’ve heard it before: Customers today expect more and more value from their sales reps. But that’s not as great a challenge for reps as it may seem. “Today, pricing and product choices are driven by the end-user,” says Schoener. “Customers expect same-day shipments and seamless ordering and billing. Reps are competing with catalog houses, the Internet and sometimes big box retail operations. They should realize that they are the value-added feature in this industry!”

Reps today must make every effort to connect with their customers, adds Spruill. Not every sales call will be successful, but maintaining that face-to-face contact is essential, he says. “Customers in this industry can forget you very quickly,” he points out.

Indeed, longtime reps can attest that relationships are everything in a successful sale. “One thing I have learned is just how important other people are,” says Worland. “I have to be mindful of developing great relationships with my dealers and end-users.”

Sales reps can’t afford to burn bridges, says Ban. “Reps should never speak badly about anyone,” he advises. “Treat everyone with respect, as you would want to be treated yourself. It’s tough to get new accounts, but once you do get them, if you take good care of them, they will be yours for life.”