Why the exam room is a dynamic ecosystem, and how to spot hidden opportunities.
For distributor reps, the exam room often holds untapped potential, not just in terms of sales, but in creating safer, more efficient environments for patients and providers. Roy Reese, Vice President of Sales for the Western U.S. at Graham-Field, believes the key lies in changing the way reps view this familiar space.
“Too often, we walk past opportunities because we’re not looking closely enough,” Reese said.
One of the most overlooked categories is equipment repair and replacement parts. “Our job isn’t simply selling products. It’s about being consultants, being good finders. When equipment isn’t working properly, it impacts compliance, safety, and ultimately patient care.”
Reese recommends that reps approach every exam room visit with a structured plan. He suggests carrying an equipment checklist to review what’s already in the room, then asking probing questions: What’s broken? What could be improved?
The process doesn’t end with a visual scan. He advises taking detailed notes, including make and model numbers, serial numbers, and even photos of worn or broken items. “Documentation is critical,” he emphasized. “It helps you build credibility and provide solutions, not just products.”
One common disconnect Reese sees is the tendency for providers to “patch” problems rather than fix them. Torn exam tables covered with tape may seem harmless, but they pose real risks of contamination. Likewise, broken or missing wheelchairs compromise patient safety but are sometimes overlooked. “It’s like putting a bandage on a wound without treating the infection,” Reese explained.
Instead of viewing the exam room as a static space filled with furniture and tools, Reese encourages reps to see it as a dynamic ecosystem. It is a place that directly shapes patient experiences and staff performance. Foundational items such as exam tables, patient seating, stools, and specialty chairs may not be glamorous, but they are central to comfort, ergonomics, and compliance.
Clinicians and practice managers, Reese noted, are often motivated to upgrade equipment when they understand how improvements affect outcomes. That includes smoother workflows, safer environments, and more positive patient reviews. “When they see the benefit of compliance tied directly to staff and patient satisfaction, that’s when the decision to invest becomes easy,” he said.
For reps hoping to tap into those decision-making moments, Reese’s advice is straightforward: be mindful, document everything, and follow through.
“Don’t just point out what’s broken,” he said. “Connect the dots between the problem and the solution, and then ask for the business.”
By reframing the exam room as more than four walls and a table, reps can uncover both sales opportunities and ways to support better care. In Reese’s view, that is the real win-win.