Repertoire: What two or three things do you offer your distributor rep partners to enhance their sales?
Beckie Greer: Distributor reps have many manufacturer reps with whom they can choose to work. While product quality and reliability are important factors in their choice to lead with Sysmex, providing them with support and confidence that we will be a partner they can trust to represent them in front of their customers can be even more important. Distributor reps rely on the expertise of the manufacturer reps to find the best solution for their customer. A consultative approach, prompt response and communication are the foundation to building long-term relationships.
The best way to earn their trust can be as simple as following up on customer questions or issues in a timely manner. Communication is key. Even if I don’t have an answer right away, responding to emails and phone calls within 24 hours to let them know I’m working to get what they need goes a long way. In addition, being a resource not only for the products I represent, but anything to help a distributor rep take care of their customers. If we remember and respect we are an extension of them for their customer, they are much more likely to work with those who help them succeed.
Repertoire: Name two or three ways your distributor rep partners help you add value to your accounts.
Greer: Distributor partners have great relationships and understanding of their customers. Specifically for lab customers, relaying as much information – e.g., patient population, practice goals or challenges, anything that may impact customers’ buying decisions – allows us to work together to provide the best solution for their needs. Some of the most successful distributor reps with lab sales are focused in their product positioning. Rather than bringing in all the possible tests available, they understand their customer’s goals and focus on the product or portfolio that will help them achieve their goals without overwhelming them with too many products to consider at once. This is a winning approach that leads them to greater success and customer confidence in them.
Repertoire: What is the biggest change you anticipate in medical product sales in the next five years?
Greer: Medical product sales and specifically, lab equipment sales, is a rapidly changing industry. With constant changes in healthcare policies and reimbursement, physician practices and labs are challenged with improving patient outcomes while managing their costs versus reimbursement. Companies developing innovative products that can help physicians to continue to grow their practice and improve patient outcomes will lead the way.