Rich Bilz of Henry Schein and Todd Matthews of McKesson reflect on decades in distribution, offering insights on persistence, partnerships, training, and mentorship for the next generation.
In the fast-paced world of med/surg distribution, seasoned sales representatives carry a wealth of knowledge shaped by years in the field, mentorship, and firsthand experience navigating an ever-changing industry. In two recent Repertoire Magazine podcasts, publisher Scott Adams sat down with longtime distribution veterans Rich Bilz of Henry Schein and Todd Matthews of McKesson Medical-Surgical to hear their stories, insights, and advice for the next generation of reps.
From career highlights to lessons learned on the road, both Bilz and Matthews share what it takes to succeed, the mentors who shaped their paths, and the memorable moments that make a career in sales both challenging and rewarding.
The following were some key takeaways from those conversations.
Show Up, Follow Through, Succeed
Henry Schein’s Rich Bilz explains why face-to-face interaction, persistence, and adding value matter more than ever in today’s healthcare sales landscape.
In an industry reshaped by consolidation, digital outreach, and tighter hospital formularies, one thing remains constant for distributor sales reps: relationships matter.
For Rich Bilz, a veteran Henry Schein rep who’s been in the field since the early 1990s, the connections he’s built with manufacturers aren’t just a part of his career – they’re the foundation of it.
From learning firsthand through a close family member, also a manufacturer rep, to navigating a landscape where physician practices are absorbed into hospital systems, Bilz has seen the industry evolve. Through it all, he’s learned that persistence, follow-through, and adding value beyond price are what turn routine transactions into lasting partnerships.
In the following story, Bilz shares insights and lessons for young reps entering the field – and for anyone seeking to understand why personal relationships still drive success in healthcare sales.
Power in partnerships
For Bilz, the relationships built with manufacturers over decades have been foundational to his career.
“Knowing the reps and having that relationship is huge,” Bilz told Repertoire Magazine. “Number one for training reasons, number two, for respect – for their job and ours. It also helps from a lead standpoint. But I’ve always tried to understand the position they’re in.”
That perspective comes from experience – and even from home. Bilz’s family member works as a manufacturer rep, giving him a firsthand look at the balancing act they face. “She gets torn between distributors. She’s got to be politically correct, play fair in the sandbox with everybody. I understand their jobs, and I’ll be the first one to back out if it’s a competitive situation.”
The sales landscape has changed dramatically since Bilz started in the early 1990s. Consolidation has reshaped territories, with hospital systems absorbing once-independent physician practices. As a result, opportunities to sell directly to practices have shrunk. “Now the number of accounts we can place in is
fewer and farther between,” he said. “You’ve got to scratch a little deeper.”
That’s where manufacturer partnerships become critical. Working with trusted reps opens doors, provides insights into hospital formularies, and ensures distributors stay positioned for future opportunities.
For young reps, Bilz has clear advice: “They’ve got to know them all – the major players, the ones you’re selling every time. Because once these manufacturers get on a hospital formulary, you’ve got to be in the know. You’ve got to help them.”
Persistence pays off
For distributor reps just starting out, success doesn’t come from shortcuts. According to Bilz, the keys are persistence, consistency, and an unwavering commitment to customer relationships.
“They’ve got to be persistent in what they do,” Bilz said. “Nobody knows you’re out there when you’re young. You’ve got to get out there and knock on doors.”
While more business is being conducted online, Bilz argues face-to-face interaction still matters – often more than ever. Meeting with lab technicians, office managers, and physicians in person builds familiarity and trust. “They’re going to remember you,” he said. “When they need something, they’ll say, ‘Call Scott. He’s our rep.’”
For Bilz, being visible is only half the equation. Adding value beyond price is what separates lasting partnerships from transactional ones. “If you beat your competition on price, you’re going to lose them on price,” he explained. “Be the differentiating factor that makes the doctor want to buy from you.”
That means responding quickly, no matter how small the request. “If a nurse calls saying she’s out of toilet paper, that’s her emergency. If you don’t call her back, she won’t call you back on the strep test or flu test either.”
Follow-through is equally critical. Rather than sending out quotes and hoping for the best, Bilz advises giving customers clear next steps. “Say, ‘Here’s the quote. I’ll follow up next Monday.’ That keeps the process moving and prevents competitors from stepping in.”
The personal touch also makes reps stand out in a crowded digital world. “Think about social media – you scroll past endless ads,” Bilz said. “If all you’re doing is online outreach, you become another ad. Face-to-face is different. Make it fun. Get to know your customers.”
Bilz recalls a lesson from Repertoire Magazine co-founder and former manufacturer rep Brian Taylor, who once introduced the then-new thermoscan thermometer during a casual office visit. “He made it fun, showed how it worked, and we couldn’t believe it. I sold hundreds of those. It stuck because he brought value and excitement.”
For young reps today, the formula hasn’t changed: show up, follow through, bring value, and make it personal. Persistence and presence, Bilz insists, will always open doors.
From Warehouse Floors to Physician Offices: A Sales Veteran’s Guide
McKesson Medical-Surgical’s Todd Matthews recalls the hands-on lessons, mentors, and manufacturer partnerships that shaped his approach to client success.
Todd Matthews, a veteran sales representative with McKesson Medical-Surgical, has spent decades navigating the med/surg industry, learning its nuances, and building relationships that last.
From the early days of hands-on warehouse training to modern digital onboarding, Matthews has seen firsthand how effective sales training shapes reps into trusted partners for physician offices.
In his career, he has collected lessons that go beyond product catalogs, from the value of mentorship to the importance of strong manufacturer relationships. He recently shared with Repertoire Magazine insights on what it takes to thrive in healthcare sales – not just to sell products, but to deliver solutions that make a real difference for customers.
Hands-on learning
Sales training has always been about more than memorizing product catalogs. It equips representatives with the tools, confidence, and real-world skills needed to deliver value to physician offices.
Matthews remembers his early days in the industry when onboarding looked very different. New hires were not just trained in classrooms. They were immersed in the warehouse, pulling orders, memorizing product numbers, and learning which manufacturer made what. “We learned product numbers, memorized product numbers, memorized the manufacturers who made Band-Aids,” Matthews said. The work was hands-on, intense, and fast-paced, but it forced newer reps to develop a foundation of product knowledge and adaptability that would serve them in front of customers.
Training did not stop at logistics. Reps studied stacks of literature in the evenings, preparing for tests and role-playing difficult customer objections. This environment helped them think on their feet, building the resilience and problem-solving abilities they would need when speaking with busy physicians. As Matthews put it, “They were going to throw objections on you that you would never dream about, that you were able to listen to, handle and make mistakes. And that is going to happen in this industry.”
Today’s training looks different with the help of digital tools, but the principle remains the same. Reps must be prepared not just to sell, but to add value. By grounding them in product knowledge, teaching them to navigate challenges, and instilling a customer-first mindset, training ensures that reps can walk into a physician’s office and be seen as a trusted partner.
Ultimately, sales training is about preparation, helping reps understand that their job is not only to deliver products but also to deliver solutions that make a physician’s day easier and their patient care stronger.
Mentors make a difference
Mentorship plays a critical role in shaping distributor sales representatives, giving them the skills and knowledge to make a real difference for their clients. Matthews reflected on two mentors who had a lasting impact on his career and approach to serving customers.
His first sales leader at Med-Surg taught him how to turn even the most challenging tasks, like cold calling, into opportunities to help clients. “If you go in there with a playful attitude that you’re just there to help fill the need, it becomes different,” Matthews said. The leader emphasized consistency, reliability, and perseverance. He encouraged him to always follow through on promises, whether returning calls or delivering a price list, and to maintain a steady, professional approach that built trust with clients.
Another influential mentor demonstrated the power of putting the customer first. Matthews recalled how that leader would go to great lengths to solve client problems, sometimes personally delivering products to ensure immediate needs were met. This hands-on dedication taught him that client relationships go beyond transactions – they are about responsiveness, accountability, and prioritizing the customer’s success.
Through these mentors, Matthews gained more than sales techniques; he learned mindset and approach. The lessons in perseverance, creativity, reliability, and client commitment became the foundation for his ability to add value in physician offices. By passing on these principles to newer reps, experienced mentors ensure that each representative is equipped to not just sell, but to make a meaningful impact for the clients they serve.
Ride-days
Manufacturer ride days remain a cornerstone of building strong distributor relationships, even in today’s fast-paced healthcare environment. Matthews emphasized that partnering with knowledgeable, responsive manufacturer reps is critical to delivering value to clients.
“Years ago, they were always in your territory,” Matthews said, noting that the landscape has shifted, with many manufacturers now part of independent networks. Still, the principles of collaboration endure. Spending time with manufacturers – whether riding along on calls, sharing lunches, or picking their brains – gives reps insights they can’t get from manuals or emails.
Newer reps, he said, should listen closely to manufacturer pitches, mimic effective techniques, and understand how products are best positioned to meet customer needs.
These interactions build more than product knowledge; they cultivate trust and rapport. When a client has a unique question or a last-minute challenge, a rep who has nurtured strong manufacturer relationships can quickly access answers and solutions. Matthews noted that manufacturers often turn to reps they trust to follow through on opportunities, creating a competitive advantage for those willing to invest in the partnership.
In short, manufacturer ride days are about learning, observing, and building credibility. They equip distributor reps with the tools and confidence to serve physician offices efficiently, respond to questions with authority, and stand out as trusted partners in a crowded marketplace.