How an open line of communication between inside sales reps and manufacturer reps ultimately benefits the veterinary practice clinic.
The value an inside sales rep brings to his or her organization goes well beyond revenue. In many ways, successful inside sales reps can become so close to the clinics they call on that they’re almost an extension of their customers.
“They’re extremely important,” said Ariana Adamo, senior sales representative, Boehringer Ingelheim Animal Health. “Many veterinary clinics are incredibly close with the inside sales reps who call on them. The inside reps are calling and speaking to the clinics sometimes more than once a week.”
And they’ve been making those calls for years, if not decades. Some of the inside sales reps have been in the animal health industry for more than 30 years, and have built strong bonds with clinics. “They know so much about the clinics, about the family members of the clinic staff, who works there and whose firstborn is graduating college – they have such good relationships. That can turn into helping us because there are more touchpoints to the clinic. From a manufacturer standpoint, if I have a close relationship with the inside sales rep, it benefits me and my organization,” said Adamo.
The benefits of frequent communication
An effective relationship between an inside sales rep and manufacturer rep can benefit both individuals, their organizations – and especially the veterinary practice customers.
Success starts and ends with communication, said Adamo. “It has to be two-way; it can’t be a one-way relationship,” she said. Whether it’s via phone calls, texts, or email, both reps benefit from being in frequent communication. It’s important for the manufacturer rep to be in regular contact with inside sales reps so they are up to date on relevant information and events, such as price increases, programs, and promotions, rebates, etc.
Because of their touchpoints with the clinic on a weekly basis, inside sales reps can be a great source of new product placement opportunities. “When someone is educated on your product line and your promotions, that helps them feel more comfortable to talk about your product line,” Adamo said. “As a manufacturer, if you’re in constant contact with an inside sales rep and calling them with orders, then they’ll feel more comfortable talking about your products, and as a result secure more orders.”
Adamo said she makes it a point to know the inside sales rep’s direct number, what days he or she is off during the week, and if there are any spiffs or incentives in place for orders they receive credit on. “That’s important for us to know because it’s important to the inside sales rep,” she said. From a manufacturer standpoint, she said it’s important to send inside sales reps Thank You notes, texts or messages over the phone for orders placed. She wants the inside sales reps she works with to “know I appreciate when they’re securing orders and when they are talking about my products to clinics.”
Inside sales rep can leverage their manufacturer rep in a time of need to come through for the customer. For instance, if there is a missed shipment or a product that didn’t arrive on time, having a great relationship with a manufacturer rep can be a difference-maker for the clinic. “The inside sales rep can call the manufacturer rep and tell them the product didn’t get delivered or the wrong product got delivered and ask if there’s any way they can help the clinic by directing them to where they can get the product quickly,” said Adamo. “That is an advantage. When you have a good relationship with your manufacturer rep, you can call them and say, ‘Hey, can you help out?’” It also strengthens the relationship more with the clinic, who will see the results of the collaboration between the inside sales rep and manufacturer rep. “It makes the inside rep and manufacturer rep look like rock stars,” said Adamo.
Indeed, customers will take notice when inside sales reps and their manufacturer partners are in sync with the clinic’s needs. “There is just an understanding that we can help each other,” said Adamo. “It’s not a one-way transaction. We can work as a team and help each other.”
Keys to success
- Constant updates. Promotions, new products, price increases, or other developments can all keep the business running smoothly if inside sales reps and manufacturer reps check in with each other on a regular basis.
- Problem-solving. A missed shipment or delivery issue for a clinic can often be solved by the inside sales rep with a phone call to their manufacturer rep.
- Eyes and ears. In their position, inside sales reps have a unique insight into competitive information in the marketplace. Having that direct insight helps when promotions are going on.
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Brought to you by Boehringer Ingelheim.
