Why ride days matter, and how to get the most out of them
The choices for products and services available in today’s physician offices are almost endless.
The same goes for distributor reps calling on these accounts. Between traditional selling and automation, distributor reps represent hundreds of thousands of products, combined with an almost 24/7 demand for answers and inquiries from current and prospective clients.
Distributor reps are being pulled in a 1,000 different directions. Can an extra hand, a manufacturer rep’s, be a difference maker?
A win/win partnership
Indeed, ride days, while less frequently used than in year’s past, can provide a tremendous amount of value to distributor reps. For instance, manufacturer reps can assist with “gap selling,” tracing reports from data to see exactly what products are being ordered, and opportunities for complimentary products and services that the customer may not have thought of to pair with their current purchases. Manufacturer reps can also help the customer save money while increasing GP for the rep by creating a formulary to standardize, and introduce new technologies, equipment, etc. – a win-win for all.
Perhaps the most important piece of the manufacturer-distributor ride-day is the opportunity to provide support. Manufacturer reps can focus their discussions on specific products to aid in better patient outcomes and can help educate the customer differently. They can offer an in-depth consultation, and that image of specialized support is a big positive for the distributor rep.
But today’s distributor sales reps have so many irons in the fire, and their time is so important, that devoting an entire day for a co-travel may seem like it would take away from other priorities. So, how can distributor and manufacturer reps make the most of their time together on a ride day, or even a half-day together? The following are some best practices.
No. 1 Set the tone. In order to have a successful day of co-travel, it is important to set the right expectations and communicate.
- Do you want your manufacturer partner along for a general day of calling on customers, or are there specific customers you want to visit who have specific needs? Either way, a good manufacturer rep is ready and willing to discuss opportunities with every customer.
- What are you trying to accomplish?
- What don’t you want your manufacturer rep to discuss with the customer?
No. 2 Get technical. Manufacturer reps provide an opportunity for your customer to have their more technical questions answered onsite.
No. 3 Utilize trust. Once you’ve built up a good rapport and trust with your manufacturer partners, let them go to work for you. Identify accounts that would benefit from a demo day where your manufacturer rep calls on the account and builds the business for both of you.
MedPro understands the advantages and efficiencies of distribution, especially when a customer is deciding to select, purchase and receive a product. Our experienced personnel enable us to work side by side with our distributor partners to develop new strategies that both support and enhance the customer experience. Our goal is to make the distributor rep’s job easier, protect and increase sales – all while supporting your distribution solutions.
For more information, visit us at www.mproassociates.com.