Repertoire: Can you talk about how you navigate your way through group purchasing contracts? How can the sales rep remain an important part of the customer’s decision-making process, even with GPO contracts?
Sam Marshall: I’m still new to the industry. This answer is easy because of my limited experiences with GPO contracts. I use my manufacturer reps when trying to close deals using GPO contracts. Most manufacturers will have someone who specializes in dealing with GPO contracts.
Amy Annis: GPO contracts are, for the most part, multisource. That said, there is still a huge value to the customer for distributors being able to provide input on the brands on contract, and then get the manufacturers involved, where applicable. The salesperson must know what brands are on contract and must know how to access the correct pricing tiers, etc.
Jack Moran: Many customers do not have the time or understanding of their GPO affiliation or contract. Taking the time to be a resource to them on their GPO contract gains trust, transparency and business. Many customers are not accessing the right tier level or are buying off contract and would be better off standardizing on contract. Helping a customer navigate and leverage their GPO affiliation/contract brings us into the decision-making process
Rich Bilz; Not all GPO contracts are created equal, so that is the first thing to recognize. You have to choose the one that is right for the customer in the setting they are in. Also, I try to make the customer understand that not all items are on contract, and even ones that are might not be a great fit for them. I always tell them to let me know what they need and I will search for the best solution, either through historical knowledge or by researching it for them. It goes back to the trust factor. If they trust I will treat them right with the best information I can gather from my experiences in the field, then they will follow and should be happy. Most of the time, we are talking about disposable products, and I always say, “If you are not happy with it, we will move on and try another.” Now, you can’t say that with a CBC analyzer, and that is why you must go with what your historical knowledge and experiences have told you. I support the company where I get the most support, and not the cheapest or the one with all the bells and whistles. It is all about limiting your invested time to be successful; that is where it really pays off, and that time management factor comes in to play.
Chris Lord: As distributor reps, we have to stay neutral, but we can provide information on what products were successful and what has failed from past experiences.