The Relationship Factor

Courtney Kilhullen didn’t expect to build a career in animal health. With a college background in kinesiology and an interest in human medicine, she entered the veterinary industry almost by chance after a family friend encouraged her to apply for an inside sales role with a distributor. Today, as a national inside sales representative at Clipper Distributing Company, LLC, she has found her niche — helping distributor partners, supporting manufacturers and advocating for the often-unsung role of inside sales reps.

From relationship-building to navigating industry change, Kilhullen offered several insights into what it takes to succeed as an inside rep in today’s veterinary sales environment.

1. Inside sales is about much more than answering phones

Kilhullen’s role at Clipper extends far beyond traditional inside sales responsibilities. She works closely with distributor partners and manufacturers, helping bridge communication between the two while supporting product training, promotions and sales strategy.
“There are two of us in the role, and we split up the distributors we work with so we can better support and service our distributor partners,” she explained.

That support can range from helping sales reps understand product features to collaborating with marketing teams on promotional materials designed specifically for the field. While Clipper typically works through distribution partners rather than directly with clinics, Kilhullen also steps in when additional support is needed.

The position gives her a unique vantage point within the industry. “We really get to operate in the middle,” she said. “Working closely with both manufacturer reps and distributor reps gives us the opportunity to see both sides and build strong partnerships.”

2. Relationships still drive success

Technology and e-commerce continue to reshape the veterinary marketplace, but Kilhullen believes relationships remain the foundation of success.

“The best relationships have a personal touch,” she said. “I don’t want every interaction to feel like I’m just trying to sell something.”

For Kilhullen, building trust means showing genuine interest in people, remembering details about their lives and following through on commitments. Reliability, she said, is one of the most important qualities an inside sales rep can have.

“The biggest thing is simply doing what you say you’re going to do,” she said. “Being reliable, following through and truly supporting people matters.”

That relationship-first mindset also applies to how she measures success. Rather than focusing only on sales numbers, Kilhullen defines success by helping distributor partners and manufacturers grow together. If both sides succeed, she said, Clipper succeeds too.

3. Today’s distributors are being asked to provide more value than ever

Like many in the industry, Kilhullen sees the market evolving rapidly. She pointed to the rise of third party online ordering platforms as one example of how the distributor landscape has changed.

“There have definitely been advantages for distributors and clinics, especially when it comes to online ordering and convenience, but it has also changed the way distributor partners operate and engage with customers,” she said.

Economic pressures are adding another layer of complexity. With veterinary visits potentially slowing, distributors are being challenged to show value in new ways.

“It’s not always about, ‘What can I sell you today?’” Kilhullen explained. “It’s about being a true partner and helping clinics save time, save money or improve efficiency in other ways.”

4. Inside sales reps deserve more recognition

One of the themes Kilhullen returned to throughout the conversation was the important — and often overlooked — role inside sales reps play within veterinary distribution.

“Outside reps often get most of the attention, but inside reps do a tremendous amount of heavy lifting for their clinics and accounts,” she said.

Because she previously worked for a distributor before joining Clipper, Kilhullen understands firsthand how much coordination, communication and customer support happens behind the scenes. She now sees part of her role as advocating for inside sales professionals and helping others recognize their impact.

She also challenged the stereotype that inside sales reps are less relationship-oriented because they work primarily over the phone.

“Inside sales reps are sometimes viewed as more introverted,” she said, “but many of them are incredibly skilled at building personal connections.”

Success in the role, she noted, still requires consistency, organization and strong communication skills.

5. Curiosity and adaptability are key to long-term growth

Although Kilhullen entered animal health unexpectedly, she says the constant opportunity to learn has kept her engaged.

“When I first started, I didn’t even realize pets used things like joint supplements,” she said with a laugh. “Looking back, it’s funny to see how much I’ve learned and grown.”

That willingness to learn and adapt has helped her build a growing network and expand her role within the company. She also credits Clipper’s flexibility and openness to new ideas for helping her succeed. Whether it’s approaching sales training differently or finding new ways to work with distributor partners, she appreciates having the freedom to be creative.

“There’s always something new to learn,” Kilhullen said. “The industry is full of passionate, supportive people.”

For someone who never imagined a future in animal health, Kilhullen now says she probably won’t ever leave it.