Victor Bakkar: Filling customers’ needs

Victor Bakkar’s father, Saliba Bakkar, was a Ford man most of his life, though he did hop over to Chevy at one point. But it wasn’t the cars that Mr. Bakkar drove that had an impact on his son so much as the ones he sold – and how he sold them. The elder Bakkar was in automotive sales and management, and owned his own dealership. “He was fully invested in the car business,” says Bakkar, account manager for McKesson Medical-Surgical, and recipient of this year’s Repertoire/HIDA Excellence in Sales Award for a distribution rep.

From young Bakkar’s perspective, his father wasn’t selling so much as he was helping people fill a need. He saw his father talking with people who relied on him and trusted his expertise, then walking them through the sales process. He has adopted the same mindset in his medical sales career. “I’m helping doctors with a need to improve patient outcomes,” says Bakkar, of Virginia Beach, Va.

He learned some other things from his father as well.

“I remember putting business cards in thank-you letters [that he would mail] to his customers every year,” he recalls. “I remember the long hours he committed himself to being top salesman in his industry. I remember all the great trips my mom [Samira Bakkar] and dad were able to enjoy together as a result of his success. He taught me a strong work ethic and to have fun. He made sure to find time to always go fishing.”

Bakkar’s brother, Mike, started with PSS – which was acquired by McKesson Medical-Surgical in 2013 – three years before Victor. (Mike Bakkar still sells for McKesson Medical-Surgical today. A third brother, Charlie Bakkar, works with MedTech/MedCare).

“Mike introduced me to PSS during college,” says Bakkar. “I saw the relationships he built in the three years, and knew my personality and drive were a great fit for medical sales.”

Lessons in excellence
Selling did indeed suit him. “When you can solve your customers’ biggest problems, and they know you have the knowledge to do it; and when your relationship has earned their trust so they come to you for answers – you have achieved excellence.”

But excellence isn’t a solo proposition, he learned.

As his territory grew, he found it increasingly difficult to do all the things associated with bringing on and maintaining customers, such as collecting accounts receivable, putting out fires, and making sure deliveries arrive on time and contracts get loaded correctly. “I was very hands-on,” he says. “I was not productive as my business continued to grow, and something had to change.”

With help from a productivity coach, he learned “I had to let go and trust there were others who could do things for me. I learned I needed to delegate and allow people to help me. The reward was far greater than success – it gave me my family time back.”

Not only did he learn how to accept help, but he learned that by lending a hand to colleagues, all could achieve greater success.

Walk a mile
He also learned that good relationships with manufacturers can be another source of strength.

“It’s a win-win relationship,” he says. “I always ask my manufacturer reps working with me what is important to them. Recognizing what they get paid on or get measured on matters. Likewise, they ask what is important to the distributor rep. I believe if the manufacturer rep is not working with you, then they are working with your competitor. I always have an open door policy. My most productive days are with a manufacturer representative in my car.”

Watching the manufacturer rep present a new product or piece of equipment to a customer, then handle objections, are valuable training tools. “I learn what doctors want to hear, and what they don’t want to hear,” he says. “Then I fine-tune it, so that when I’m alone next week, I can present the product and close without rescheduling time with the manufacturer rep.”

To manufacturers, he offers this advice: Skip the lunches with distributor reps and get in front of customers. “There is no better way to get a rep excited to sell your products than seeing their customer get excited about buying them,” he says. “I encourage manufacturer reps to reach out to all our team members in the area, not just the low-hanging fruit [that is, just the veteran reps]. When manufacturers understand the power of McKesson distribution and realize they have thousands of feet on the street working for them, it is a true partnership for success.”

Bakkar calls his wife, Michelle, and their three sons – Jacob, Joe and Jonah – the core of his world. “They are every element of my success and who I have become as a father and a husband. I am humbled to have such an amazing wife who supports me in every way possible. To watch Michelle create a masterpiece from her hard work raising three boys is a true inspiration to me.”

Customers first
Tony Vinson, Abbott Point of Care, who has worked with Bakkar for more than 20 years, says, “When I first started working with Victor we were all obviously younger, eager and full of energy. We were coming out of the gates running and gunning – Victor with PSS and myself a new manufacturer representative just trying to get face time with distributor representatives. Victor gave me a shot.

“I recall Victor always having a positive attitude – easygoing and patient when working with accounts. From day one, he always had the customers’ interest as a priority. Victor would show the same kindness from the front door to the back door.”

Over the past 20 years, Vinson has watched Bakkar grow as a sales professional. “While being fully engaged in his family, he has also developed an extremely successful territory. He accomplished this by always looking out for the best interest of his customers with honesty and sincerity.

“Victor has tremendous trust and dedication from his customers, which is apparent when I walk into an account with him. As we have worked together I have witnessed him go beyond what is necessary to ensure his customers are satisfied – not only during the sell but more important, after the sell. He wants his accounts to be successful, because he knows his success depends on the customers’ success.

Bakkar’s consistency, delivery on promises and willingness to go an extra step to make situations right when something has gone wrong are all traits that have earned him the trust and dedication of his customers, continues Vinson. “In today’s market, customer loyalty is rare. Victor continues to strive and maintain his loyal customers while not taking them for granted. When working with Victor and speaking with decision-makers, I have observed them literally ask Victor for his opinion, which often leads to a healthy educational discussion. Victor has always engaged in a consultative selling approach, which is a great way to engage the customer.”

And his relationships with manufacturer reps are productive, Vinson adds.

“Victor values manufacturers’ time and tries to ensure the time together is productive for all parties. Victor knows the decision-makers and all who will be involved in a purchase. Generally, when working together, we are interacting with the key decision-maker, which saves time and effort in the sales cycle. He probes and understands the customer’s business prior to engaging manufacturer reps, so when we walk in the door, we both have an understanding of customer needs and the opportunity.”

Trust and respect
Chad Willis, area sales manager, McKesson Medical-Surgical, knew of Bakkar since Willis began his sales career in 1998. “[Victor] was the guy always at the top of the leaders board,” he says. But it wasn’t until 2006, when Willis was a corporate trainer for PSS in Jacksonville, that he got to meet him.

“Victor is always willing to learn new things. He has a positive attitude and is willing to go out of the way to help colleagues. He is highly customer-focused.”

Customers view Bakkar as part owner of their practices, says Willis. When he makes a recommendation, customers are usually quick to agree, confident that Bakkar’s solutions will help patients, the practice, and the flow of the office. “Victor has built this [trust] by always doing what is right for the customer,” says Willis. “It starts small and grows to the most important decisions for the practice, which can include diagnostic tests, lab and back office functions.

“Trust and respect are tenets of what Victor believes when working with manufacturing partners,” he continues. “He understands the needs of the customer and the needs of the manufacturer, and works to bridge those into a mutually beneficial result that grows sales for manufacturers and distributors, while bringing the best solutions to customers.

“On top of being a great distributor rep, Victor is a great dad and husband,” says Willis. “He gets a lot of support from his wife, Michelle, and always makes time for his kids. With a demanding job, he is able to balance the importance of being there for his kids and making time for a date night or weekend with Michelle.”