A Simple Formula for Success

Present money-saving options, listen intently and respond in a timely fashion, advises Chris Lord, 2013 NDC Representative of the Year

Working in the warehouse, customer service and purchasing for 15 years isn’t bad training for a field sales rep.

From 1984, when he joined Metropolitan Supply Co., until 1999, when he got a territory for Claflin Co. (which had acquired Metropolitan), “I worked the whole gamut of the supply chain,” says Chris Lord, account manager for Warwick, R.I.-based Claflin, and NDC’s 2013 Distributor Representative of the Year. “I got to see how product comes in, touch it, put a number to it, and see what it actually looks like.”

What’s more, working in customer service gave him a chance to know the customer base by phone. “The customer service rep is the link, the bloodline, between the account manager and the customer,” he says. “It was a huge advantage for me – and for my customers.”

The NDC award recognizes a distributor representative who has shown outstanding support for NDC and its members, says Colleen Stern, NDC vice president, medical sales. “We chose Chris as our winner because of several initiatives he led with his customers to support our vendors and our Pro Advantage product line,” she says. Other nominees for the award were: Mike Akers, D&H Medical Supply; Dan Mazon, Cobalt Medical Supply; Roger Mezhibovsky, Med-Plus Inc.; Marty Walker, Pharmaceutical Health Care; and Scott Wilke, ABS Healthcare.

“We have a tremendous group of distributor representatives who work with us every day, and we appreciate them all,” she says.

Selling private label
Hospitals demand high-quality private-label products, made by reputable manufacturers, says Lord. “In the hospital environment, especially with healthcare reform, everyone is looking to save as much money as possible and still get a quality product,” he says. Pro Advantage products fit the bill.

“Usually, they will ask who makes them, and we tell them – it’s not a secret,” he says. In many cases, the private label product is made by a brand-name manufacturer, whom the hospital staff know well. Often, it’s the same product, though less expensive, he adds.

As with other products, Pro Advantage products typically must pass muster with hospitals’ value analysis and standardization committees, notes Lord. In one hospital, he orchestrated a one-day Pro Advantage product fair, to allow doctors, nurses and other staff to see and handle the products. “Eighty to 85 percent passed the initial go-through,” he recalls. “We made some conversions that way.”

“Chris does an excellent job bringing his customers opportunities to help them achieve cost savings,” says Alexandra Caldwell, director of sales and marketing, Claflin Co. “He is always ready when his customers give him a project to help with standardized products. Pro Advantage is a product line that Chris is very well versed in, and he has been selling it for a long time.”

More than price
Saving hospitals money is essential today, but hospitals demand more from their sales reps, says Lord. “I think the customer relies more and more on our logistics services, and on me being there with them, communicating what’s going on.

“There are all kinds of challenges in the industry right now,” such as the shortage of some IV solutions, he adds. “[Customers] rely closely on us to monitor the situation for them, work with the manufacturer reps, and make sure they get product.”

Another challenge facing hospital supply chain executives is assuming logistics responsibilities for newly acquired physician practices. “We can help them with that transition,” says Lord.

Says Caldwell, “What makes Chris a great rep is that he listens to his customers and he has excellent follow-up skills. Each call Chris makes has a full detailed agenda. His precall planning is outstanding.” What’s more, he is a self-starter and works until the job is done, she adds.

To young reps, Lord offers this simple advice: “Pay attention to what the customer tells you. Make sure you listen intently. Respond to emails and voice mails in a timely fashion. And take advantage of any training you can; there are so many tools out there.”