Territory Account Manager
Quidel Corp.
Washington, D.C.
Eight years in medical sales
Snapshot:
- Born/raised: Birmingham, Alabama
- Undergraduate degree: Bachelor of business administration with a concentration in marketing and computer science, The University of Alabama.
- First “real” job: Account manager for Pitney Bowes in Washington, D.C.
- Favorite restaurant: Rose’s Luxury, a local favorite located walking distance to our house in Capitol Hill, serving new American cuisine.
- Family info: My husband and I are both from the South and met in D.C. We have been married for three years and have a Pug named Archie (“Arch-Bishop”).
- Hobbies/activities: Traveling, boating, college football (“Roll Tide”) and hosting friends and family for BBQs.
Repertoire: What are the most important things you do for your distributor reps to enhance their sales?
Bishop: I maintain trust, integrity and accountability with a positive attitude. Trust is established and maintained by being transparent, honest and following up when promised. Even in tough situations, having an open conversation goes a long way. I am here to listen. Introducing new ideas and industry best practices increases credibility in my partnership. Maintaining integrity, standing by the right decision, even when it is the hardest decision, is always a rule to live by. I am always looking for ways to increase their margin dollars without adding more work. Each distributor has their own style of account management, and it is up to me to learn their individual style and adapt accordingly. I am grateful for their support and keep a smile through challenging times.
Repertoire: Name some ways distributor reps help you add value to their accounts and increase sales.
Bishop: The best distributor reps build and maintain the strongest relationships with their accounts. Being a trusted advisor for new business ventures leads them to new opportunities. They also maintain constant communication and follow-up. The best distributors are knowledgeable about when decisions are being made and which key stakeholders are involved in the decision-making process. They add tremendous value, helping the manufacturer reps navigate accounts and narrow down who they should be spending their time with. They are also aware of changes within accounts and how to adapt to them. I want my distributors to be their customers’ first call for new opportunities. I want to be my distributors’ first call to set up an appointment to close the business.
Repertoire: What is the biggest change you anticipate in medical products sales in the next five years?
Bishop: Consolidation and new performance measures for providers. Consolidation is often the result of new demands for value-based care vs. volume-based care. The shift has required healthcare organizations to re-shape their internal and external operations, combining best practices. In the last year I have seen many new partnerships and acquisitions designed around maximizing patient satisfaction and extending services to new patient populations. As a representative in our industry, it is my responsibility to stay educated on how our solutions increase quality today and in the future. It is imperative to be the one my customers trust to introduce innovative solutions to add to their value-based offering.
Repertoire: Ride-days with distributor reps: What do you like? What don’t you like?
Bishop: A successful ride day includes accounts with new opportunities and existing business. Having a distributor rep with the ability to introduce you to multiple call points within one account allows you to benefit from learning what is truly important to each role. The ability to leverage information from multiple areas sets you apart from competitors and allows you to build credibility as a true partner to their organization. Understanding multi-level buying criteria will steer conversations toward value, making price less of a factor. Most important: A successful ride day is fun. It is a chance to learn from your peers and even to challenge each other with friendly competition and side goals you set together as a team.
Repertoire: Do you have a favorite ride-day story to share?
Bishop: My favorite ride day was a prime example of both manufacturer and distributor becoming one team to service our customers. I was new to working with the distribution team, and the rep I was working with had been experiencing challenges. The distributor and I met beforehand to discuss our strategy, address each concern and compromise on moving forward. Through the distributor’s relationship with the account, we sat down with the decision-maker right away. From workflow to pricing to clinical studies, we both addressed different sides of the equation. We collaborated with another manufacturer rep to create bundled options and address unmet needs. The customer standardized our solution for the complete system. Each person played a pivotal role.