Providing quality service to your customers amid a changing product landscape

Are you defined by who you are, or what you sell? Inside sales reps in animal health are presented with many issues every day, including the choice of products that your company sells. Yet many of these products are the same as your competitors’ products. You may have a different brand or even just a different name on the same product. Either way, it is your job to make sure that your customers understand the features, benefits and value associated with buying the products – from you. You have a responsibility to anticipate the needs of your customers by researching their usage, asking probing questions, and creating a value for your company, products, and of course, yourself.

Your credibility is measured every day on every call with every customer. By focusing on what they need, when they need it, you can easily relate to your customers. You can make product recommendations that they understand and appreciate since they reflect their needs. Your ability to influence sales becomes easier when you have a common focus with your customer. Being a scholar of your industry and learning more about individual customers is a daily task that you incorporate into your work routine.

But what happens when your routine is disrupted? What happens when your product mix changes, but your customers’ product needs remain the same? What do you do when you are asked to represent a product that you have represented alternatives to in the past? These are all questions that you must prepare for as a customer service representative.

Out of your control
The product landscape in animal health is constantly changing. Many times the changes are out of your control. New products are introduced. Old products are discontinued. Products are taken away from distribution. Products are introduced to distribution. Every year you see each of these scenarios. How do you keep your credibility, service your customers, and be true to your company?

Historically, distributors have had to make decisions about which products to carry in key categories. Many manufacturer partners offer product directly to veterinarians and through limited distribution. This means that many manufacturers serve the industry as the distributor of the products as well as the creator of the products. Because of the expense and infrastructure needed to play both roles, you usually see this dual role played by the largest manufacturers in the industry.

Distributors have also played a dual role for manufacturers. Distributors serve as an aggregator of products as well as an extension of the manufacturer sales force. Aggregation of product is a key value provided to your customer. Customers enjoy being able to get as much of their needs met on one call as possible. (Wal-Mart is a good example of aggregation. It seems like they have everything under one roof.) A distributor’s product mix is determined by the needs of their customers. When there is a partnership between a distributor and a manufacturer, the manufacturer realizes the customers’ desire to simplify their product acquisition process. Manufacturer partners also realize the value of a distribution sales staff that enjoys established relationships with their customer base. Having a sales team with established customer relationships is more effective than building a sales team and trying to establish the same relationships.

When a certain product or product line dominates a key category for your customers, it is important to examine what role you play in servicing your customers’ needs for that item. Do you sell the product? Can you make the acquisition process simpler for the customers even if you do not carry it?

Staying the same amid the change
Let’s look at the recent changes regarding Merial and their approach to distribution. Many Merial products are very prominent in the categories that they service. Distribution for these products has recently changed from a very limited distribution and agency relationship to an expanded distribution relationship. This means that distributors who once were asked to carry the Merial line exclusively can now offer competitive products. It also means that Merial has chosen to expand their offering to other distributors who may not have carried the Merial line in the past.

Your customers’ needs have remained relatively the same in regards to this change. You need to focus your efforts on understanding your customers’ needs first. If your customers were purchasing a Merial product in the past, it is your responsibility to make sure that you know what they buy and when they buy it. More importantly, you need to use your relationship to make sure that they are aware that they can purchase their Merial products from you. Many other distributors will now try to make your customers their customers, by leading with a product line that is an expansion of their offering.

If you have not carried the Merial line in the past, you may have to make your customers aware of the recent change. You can now service their Merial needs and cater to their desire to simplify the purchasing process. If you have not had the Merial line in the past, it is possible that your customers were purchasing alternatives to the Merial line. Be sure that you are keeping your customers’ best interests as your primary concern. Many companies have very effective, competitive alternatives to the Merial product line. You have been servicing your customers’ choices prior to the addition of the Merial line to your list of products. This must continue unless a change is initiated by your customer. You should also be sure to make your customers aware of the increased contacts that they may see from competitors due to the recent change. By making your customers aware of the entire situation, you have again established yourself as their partner.

The industry is very small in comparison to others. You have a finite amount of customers in the United States. You must make the customer your priority in order to grow your business. Credibility is your resume at the customer level. You can actually grow your business by putting customer needs first. If your commitment is to your customers, you will experience more loyalty from them. The more loyalty you gain from clients, the more the manufacturers will want you to represent their products. The more products you carry, the more customers you can service. Don’t lose your focus during times of transition.

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.