Non-Acute Account Business Manager
Becton Dickinson
San Antonio, Texas
Seventeen years in medical sales
Snapshot:
- Born/raised: Oklahoma (BOOMER SOONER!)
- Undergraduate degree: The University of Oklahoma (kinesiology)
- First “real” job: I worked for a medical publishing company that produces women’s health education materials in Arlington, Texas, called Customized Communications. The owner of this company was the first to recognize my talent in sales and to “give me a shot.” I credit him still, all these years later, for my success. I am very grateful for the opportunity that guided me to find my calling.
Family info: I have a domestic partner named Valerie. She and I live together in San Antonio with our two 9-pound Shih Tzus (Baker Mayfield and Pendley) (named after Sooner greats!). I have two wonderful children: my daughter, Hailey, is 22 and lives in Oklahoma, and my son, Seth, is 19 and lives in Oklahoma as well.
- Hobbies/activities: I am an avid college football fan, or should I say, THE UNIVERSITY OF OKLAHOMA football fan! I don’t miss a game! I go to as many live as I can, and watch all the others on TV. I also love to travel and spend time with my family and friends.
Repertoire: What are the most important things you do for your distributor reps to enhance their sales?
Osborn: WALK IN THEIR SHOES. I put myself in the distributor rep’s shoes. I take the time to understand their margins and needs from the sale. I treat their needs as I do my very own. I hear “You just get it!” all the time from my distribution reps.
BE PRESENT. I am the expert on my instruments, and I work to make myself available to my reps as well as their accounts as much as possible. I always clarify next steps with the account in the sales process and keep the distribution rep up to date.
FOLLOW THROUGH. I see my sales from start to finish and even after the sell. I attend implementations, trainings and start-ups of my instruments whenever possible, and continue to be a face in the account well after they are using a BD product.
Repertoire: Name some ways distributor reps help you add value to their accounts and increase sales.
Osborn: My distributor reps have the relationships with the accounts. They have the ability to get you in to speak with the decision-makers and help you understand the needs of the particular account. My distributor reps are more feet on the street and advocates for my products. Together we can cover so much more territory and reach so many more accounts. They are also references for me, not only to their accounts, but to other manufacturer reps as well. Once I worked hard, proved myself and earned the trust of the rep, they let everyone know it!
Repertoire: What is the biggest change you anticipate in medical products sales in the next five years?
Osborn: I anticipate a shift in call points over the next 5 years. With new innovations in medical devices being brought into physician practices to help bring revenue in-house, and with the ever-declining reimbursement for services, I believe we will see a large increase in physician office sales.
Repertoire: Ride-days with distributor reps: What do you like? What don’t you like?
Osborn: I LOVE riding with my distributor reps. It is how I learn what his or her needs are so I can do my very best to meet those needs. It is also an opportunity to get into accounts and get to know them and develop trusted relationships. My distribution reps have become friends as well as mentors for me.
Repertoire: Do you have a favorite ride-day story to share?
Osborn: I guess I would have to say my favorite ride-along day came in the height of 2018 flu season. Our BD Veritor was in high demand due to most other companies being on back order during the epidemic. I rode with seven different distribution reps in a single day! We closed over 30 accounts that day!