In order to keep the sales channel open, manufacturer and distributor reps have gotten creative in the ways they communicate and collaborate
The sales must go on, even amid a pandemic. Though collaboration between manufacturer and distributor reps has been – understandably – much more difficult in recent months, reps are finding ways to stay in touch and stay in front of customers.
“Many distributor reps have been quite busy, in the first few months, trying to help customers with urgent needs – like PPE products – instead of being able to discuss and introduce differentiating, revenue-generating types of products,” said Albert Sands, vice president of sales for non-acute, MedPro. “This has eased some, as non-acute offices start to re-open, but again, re-opening in this pandemic world has created a demand for different types of products.”
Sands said MedPro has gotten creative in its approach with the distribution teams – including some fun ideas like virtual “happy hours” to help MedPro reps stay in front of their distribution rep teams. “This more relaxed environment has allowed some reps to build better relationships around non-work topics, while still creating time for product-related discussions.”
Getting in front of the customer
Getting in front of customers amid a pandemic and social distancing requirements is a new challenge to navigate for all companies and organizations. Sands said some MedPro reps have added multiple cameras to their home offices to allow them to do virtual demos and in-services. “I think our distribution partners appreciate this approach as we continue to try to keep sales moving, despite the challenges.”
Tools and resources like Zoom and Microsoft Teams have been the most prominent used in the field. Also, the old-fashioned telephone and texting and social media platforms can be effective too.
Sands said creativity and persistence are two of the skills most needed by field reps in today’s environment. “We must now be creative in our approach – as mentioned above with the virtual Happy Hour,” he said. “But I also think that we will now have the need to be persistent and effective over the phone. The idea of ‘stopping into’ customers is not going to be an option for quite some time, if ever again. So, we will all need to improve our skills over ‘selling’ and being consultative, over the phone, and scheduling out appointments for in-person meetings.”