Special feature
any effort to improve the world, your staff should
pass that information on to consumers.
CHOOSING BETTER PRODUCTS FOR
YOUR DEMOGRAPHIC
You know your practice’s demographics better than
anyone. By that same token, your sales representative
knows which products are most popular with those
demographics. Before you meet with your sales
rep, tell them you’d like to discuss the products
that perform well with adults over the age of 60, or
whatever major demographic you’re trying to target.
Framing your conversation like this means that each
meeting is a more effective use of everyone’s time.
It gives the representative a better idea of which
products to recommend in the future and makes
your relationship feel more like a mutually-beneficial
partnership, rather than a salesperson-buyer
relationship. Leveraging your sales rep’s unique
product and market knowledge helps increase your
practice’s profitability.
with your sales representative means you can come
to them with questions that you might not normally
ask a more formal business associate.
SET THE RELATIONSHIP UP
FOR SUCCESS
Sales representatives can be a key factor in the
success of your practice. The trick is to treat them
as a trusted colleague and advisor rather than a pest
or necessary evil. If you build a positive relationship
with your sales rep, you’ll have one more advantage
to help your practice flourish. OP
As Marketing4ECPs’ Senior Content Strategist, Kaia
Pankhurst creates and implements content strategies
for eye care practices all over North America.
Outside of the office, Kaia is a musician, activist
and professional wrestler. You can reach Kaia at
marketing4ecps.com
PASS SAVINGS ONTO YOUR PATIENT
Part of your role is to provide your patients with the
best possible value. Your sales representative can
help you do that if you let them. Reps, particularly
contact lens reps, sometimes have access to coupons,
rebates, starter kits and other specialized offers.
You’re far more likely to hear about these offers if you
speak with your representatives regularly and build
positive relationships with them. In turn, you’ll be in
a better position to provide value to your patients.
FILL STAFFING NEEDS
Your sales reps visit most, if not all, the practices and
optical boutiques in your area. That means they’re a
source of untapped knowledge. Of course, your reps
are unlikely to disclose information that could harm
your competitors. But they may know who’s been laid
off or just wants to move on.
If you’re looking to fill a position, who better to ask
than someone who speaks with all the practices in
your area on a regular basis? Building a relationship
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