Using your skills intentionally

Becoming a student of this industry is the first step to becoming a good partner for your customers. You should research industry trends, what items are important at what time, and the things your customers are most interested in. What happens when you have to pass along information that you know is valuable to your customers, but they are not aware of it yet? You know that this information is important to the industry and could help customers with their business. You may even see ways that a new product may enhance the vet-client relationship. This is the perfect situation in which to apply all of your conversation skills.

The approach
When a customer is approached about a new technology or a product, they generally want to be convinced that they need this product. There are customers that will be early adopters; they see potential immediately. There are others that will not adopt anything new until it has matured in the marketplace and proven itself to be effective and safe. The majority of customers land somewhere in between. Most customers need information that creates awareness and curiosity. A typical reaction to a new technology or product is, “That sounds interesting, but I’m not sure my clients would be interested.”

This situation calls for analysis on your part. You are your customers’ trusted partner. You do not want to jeopardize your integrity or the relationship that you have worked so hard to cultivate with your customers. Your first step is to analyze the relevancy of the new product. How does it apply to the industry? How does it apply to you customers? How does it fit your customers’ needs today? Is this the right time of year to discuss this?

Once you have answered these questions you must get your facts in order. What can you learn about this new product? Is there information available beyond what the company or the rep is presenting? Answering these questions will give you the confidence to make a decision on who to share the information with, when to share the information, and how to share the information. Knowing more than what the representative presented to you allows you to become more than a communication tool for the manufacturer. It shows that you are truly a student of the industry and a partner to the customers you serve.

Reacting to the response
Gauging the response from your customer is where the second part of analysis begins. Listen to the words that they are saying and the tone that they are using in order to determine their level of interest. First, determine their interest in hearing the information before you even contemplate their interest in the product. You must acknowledge the client at whatever level they project. Are they interested, not interested, or indifferent? You have to make this determination and acknowledge the customer in order to even deliver the product information. If this part of the analysis is forgotten, you deliver a monologue rather than having a conversation. You also run the risk of becoming a salesperson intent on selling rather than a partner with some new information. When you have acknowledged your customer, you can attempt to align with them in order to continue the conversation. Remember that you are only having this conversation because you have information that you believe is important and could be beneficial for your customer. When the customer responds to the invitation to discuss a new product, you must use your conversation skills to prove you are interested in them and not just the information that you have to share.

“That sounds interesting, but I’m not sure my clients would be interested.” At first glance, this may sound like an objection. Upon further analysis, you can hear that the customer is asking for more info. They have stated that they are “interested”. They have also stated that they are “unsure” of something. Here is where you partner with your customer. Acknowledge them before going into any more product detail. “We all want to provide the things that are important to our clients … (add more information here).” At this point, you have acknowledged your customer’s concern for the client interest level prior to appealing to their level of interest. The first information that you should share is any public awareness or consumer advertising that may be in place for the product. This exchange has set you up for a conversation about the product that is directly relating to the customer’s level of interest and concerns. You have proven that you are interested in your customer and not just the information that you want them to hear. You have also proven that you are their knowledgeable partner. By choosing your words carefully you have even affirmed your dedication to your customers.

These are things that happen in everyday conversations. Your most successful conversations are the ones where both parties are acknowledging one another and are engaged in an exchange of information. You do this without thinking every single day. The goal is to make it something that is repeatable whenever you need it. The basics are the building blocks for success as an inside rep:

• Become a student of the industry and your customer.
• Acknowledge your customer on every call.
• Align with your customer.
• Empower your customer with information.
• Make suitable recommendations.
• Get agreement from your customer/partner.

The topic of conversation is irrelevant. You do this on a regular basis with friends and family when you are relaxed and confident. Your ability to convey interest in your customer will be the difference between a salesperson and successful partner. Make this investment, and it will pay dividends.

Todd Brodersen has more than 16 years of experience in the animal health industry, specifically in executive level sales and marketing management. Todd has first-hand knowledge in conceptualizing and implementing best practices in sales, marketing, distribution and procurement. Todd operates Same Page Consulting, Inc. out of his hometown of Omaha, Neb.