Sales reps tend to be one of the most underutilized resources available to optometric practice. So often, doctors assume that building a relationship with their sales reps isn't worth their time; however, I would respectfully disagree. It has been my experience that sales reps have most definitely impacted the growth and success of my practice in a very positive way.
Learn from My Mistakes
Early in my career, I had no concept of the value that my sales reps could bring to my practice. I would tend to cancel their appointments, blow off their phone calls, and disregard their suggestions for ways to implement their products into my office.
It's very easy to have the mindset, “I'm the doctor, not you. There really isn't anything that you could teach me.” It wasn't until I started working very closely with industry that I saw firsthand how much time and money companies allocate to appropriately train their sales representatives. More importantly, I was finally able to experience their perspective, and I quickly learned that most of these companies understand that their success depends on the success of the doctor. They actually want to help me succeed!
Don't Be Afraid to Set Boundaries and Expectations
There are no two practices that are operated or managed the same. As a result, it is impossible for sales reps to understand what your needs and expectations are if you don't tell them. For example, I encourage you to let your sales reps know what meeting times work best for your schedule. Some doctors simply prefer to not schedule meeting times with reps and would rather find the time to meet with them in between patients. I, on the other hand, prefer to have my reps schedule times to meet with me, because this gives me the opportunity to plan ahead and have a list of products or resources ready to discuss. I would much rather set aside time at lunch or at the end of the day to limit interference with patient |