Repertoire: What two or three things do you offer your distributor rep partners to enhance their sales?
Josh Papelbon: The key word in that question is “partners,” because I truly look at my distributor reps as partners. I think for any partnership to be successful, there must be an aligned strategy to implement, and the pillars upon which that strategy is built on are trust, honesty, and commitment. The partnerships that exist with my distributor reps have also developed into many lasting individual relationships as well.
Repertoire: Name two or three ways your distributor rep partners help you add value to your accounts.
Papelbon: The first point I would highlight in that question is that the accounts are “OUR ACCOUNTS,” shared amongst us in that partnership. The second point is that my distributor reps know our accounts more intrinsically than I ever could; in some cases they have been conducting business with them for 30-40 years. They have become trusted consultants for these customers, which brings a tremendous amount of value, especially when that distributor rep introduces you into that account to discuss a particular product. At that point, the customer has now transitioned into our customer and we offer a combined value to that customer. That doesn’t happen though without first realizing question No. 1.
Repertoire: What is the biggest change you anticipate in medical products sales in the next five years?
Papelbon: As the healthcare industry moves from a fee-for-service model to a quality-payment program, many of the decision-makers will be looking at medical sales reps and their products entirely differently. They will be more focused on how the products improve the quality of the patient’s care versus the fee collected for that particular service. I think they will also rely on us as consultants to help them better understand how certain products improve the quality of that patient’s care. What’s exciting about that is, as this new healthcare model is implemented, it will create more opportunities that align perfectly with the products Quidel has to offer to our accounts.
Repertoire: Do you think distributor reps should embrace ride days? If so, why? If not, why not?
Papelbon: Absolutely – whether that ride day consists of a cup of coffee, breakfast, lunch, half day, or entire day. Every day I meet with a distributor rep I learn something, and I hope that I teach that distributor rep something as well; this is what is most valuable. Also going back to the first question: If you are going to have a successful partnership, I truly believe that is one that is cultivated and built in person, working together.
Repertoire: Can you share a favorite ride-day story?
Papelbon: The first thing that comes to mind on that question is when I first started as a manufacturer rep. One particular distributor rep gave me an opportunity to meet at Starbucks one morning. I took that opportunity to discuss all the value that Quidel has to offer to a distributor rep, the end user customer, and the patient. Since then we have been able to present that value to a multitude of his customers, who now have become our customers. I now consider this distributor rep practically an expert on the Quidel product line.