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Looking Back to Move Forward

By: Todd Brodersen
February, 2018
How reflection on past performance can help take your career to the next level

A new year is upon us. What can you do differently to take your career to the next level? Reflection on past performance can often be the best guide to the future. This approach works even if you are changing employers, changing territories, or moving from an inside rep to an outside rep. Looking back can often make looking forward a lot clearer.

Categories: Sales

2018 Flea/Tick Pricing is a Whole New Ballgame for Veterinary Practices

By: Pam Foster
February, 2018

Spring – and spring training – are not so far away. And when baseball season arrives, so do the fleas and ticks emerging from this deep-freeze winter.

It’s time to start talking with your customers now about prepping for flea/tick season. But this year, it should be a very different conversation from the past. Why?

Categories: Sales, Flea & Tick

What Problem?

By: Patrick T. Malone
February, 2018

One of my sales mentors once told me that “a problem isn’t a problem until there is the realization that it is a problem.” I have become convinced that we in the industry are facing that very dilemma today. Let me explain.

Recently I read an article that proudly stated that veterinarians controlled 67 percent of the animal health pharmaceutical market. The tone of the article was congratulatory and under normal circumstances that attitude would have been justified. After all, a 67 percent market share is certainly a dominating number.

Categories: Sales

VMX Scientific Program Strategy

By: Pam Foster
December, 2017
Spark vet product sales using the VMX preliminary program guide

No more NAVC Conference. Now it’s VMX (Veterinary Meeting & Expo).

And it’s going to be bigger than ever in 2018, in a big new space at the Orange County Convention Center. The new South Concourse location allows for a larger selection of CE (Continuing Education) Credit programs available to veterinary professionals.

If you’re not planning to go to VMX 2018 in early February, its Preliminary Program Guide (also known as the PPG) can still certainly be a major treasure trove of ideas for you to bring up during clinic visits. The PPG is the industry’s first look at CE sessions for 2018. Many of the VMX speakers will be presenting new topics for the first time at this event.

Categories: Sales, Conferences and Trade Shows, VMX

Creating a Conference Plan

By: Pam Foster
December, 2017
Capitalizing on trade show season with a plan for

The projected 2018 trade show season attendance numbers are staggering.

More than 17,000 veterinarians, veterinary technicians, office managers, students, and others will be at VMX; a similar number will attend Western States, and there are at least a dozen additional conferences and trade shows in the coming year. When you think about it, it’s possible that close to 50,000 or more veterinary professionals will attend trade shows in 2018.

And, some of those professionals may be your customers.

Categories: Sales, Conferences and Trade Shows, VMX

Power Shift

By: Todd Brodersen
December, 2017
Surviving and thriving mergers and acquisitions

Mergers and acquisitions (M&As) always cause a level of disruption in the marketplace. With disruption comes both adversity and opportunity. Which one you experience depends greatly on your relationship with the companies involved in the M&A activities.

While companies focus on internal mechanisms and managing redundancy during this time, competitors are often poised to take advantage of their lack of external focus by targeting key accounts and spreading messages of uncertainty about how the newly formed company will perform. On the other hand, reps involved with the companies navigating M&A activities may be able to apply more focus with their key accounts, and also start to paint a picture of supremacy brought about by the merger or acquisition. Major changes like these tend to separate the great reps from the good reps, and often the lesser skilled reps become unemployed.

Categories: Mergers and Acquisitions, Sales

Committed, but No Outcomes?

By: Patrick T. Malone
December, 2017

There comes a time when all your hard work and preparation come together, and the time is right to go for closure! This is the moment you go for commitment.

In business, whenever people interact, they make decisions – a decision to talk, a decision to listen, a decision to act on a recommendation.

Ideally, as a sales leader you want your customers to make decisions that are both well-informed and high in confidence. The reason for this is two-fold. First, the higher your customers are in confidence when they reach a final decision, the more effort and quality they will put into carrying through that decision.

Categories: Sales

Feline Care Ideas

By: Pam Foster
October, 2017
Big ideas veterinary DSRs can recommend to boost feline care visits

Back in 2012, the “Bayer Veterinary Care Usage Study III – Feline Findings” revealed some major gaps in practice efforts to increase feline visits.

When surveyed practices were asked, “[Have you] implemented changes in the last two years to reduce stress for cats?”… 24 percent said, “No, but we intend to,” and 35 percent said, “No we do not intend to.” That’s a total of 59 percent who hadn’t implemented changes to reduce stress – a major barrier to visits.

Categories: Feline Health, Sales

Stratifying Your Customer Base

By: Todd Brodersen
October, 2017
The importance of measuring the business you do with your accounts

It’s a common sales practice to stratify your customer list based on a couple of different measurements. Some folks measure their clients by the dollar amounts that they order, the number of orders in a given time frame, or the gross profit margin of the customer account. Other measurements can be things like estimations on percent of the customer’s total business that is ordered through you.

Categories: Sales

Understanding the Decision Makers

By: Patrick T. Malone
October, 2017
Effective strategies to help your customers bring in more feline patients

I have written about distributor reps as a decision-getters. So, in order to help you improve your ability to get decisions, let’s focus on understanding your customers as the decision maker.

When your customer goes into decision-making mode, he/she is being influenced by two considerations:

Categories: Sales

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