We work hard to understand the demands placed upon salespeople today. You are expected to understand a wide variety of products from a number of different manufacturers, place them in the proper context for your customers, and encourage them to take action. Whether it’s buying a product, taking advantage of a promotion or implementing a new program, it’s a lot to handle. Our team at Veterinary Advantage is determined to help streamline and organize your learning process in order to bring efficient methods to engage your customers. Together, everyone wins – you, your company, the manufacturer you represent, as well as your customer and the patient.

The last trimester of the year is a great time to assess your performance year-to-date, finalize plans for a strong finish, and begin to look into what you can do the following year to strengthen and grow your business. The animal health industry has performed quite well despite the challenging economy. The companies and sales reps that have been creative, worked hard and taken care of their customers have been rewarded with gains in their businesses. In past years, the ‘rising tide’ lifted all boats, but not this year. If you’re ahead, you’ve earned it. Congratulations!

Vet-Advantage’s growth

Continuing to grow is always a big challenge. Personally, it means you must stay motivated, creative and take advantage of tools that can keep you ahead of your competition. Hopefully the company you work for is walking that same path, because your customers are counting on you to bring value to their businesses. You are their connection to the outside world. You are uniquely positioned to bring them new products, procedures and practices that can help them take better care of their patients, earn more revenue and operate more efficiently. If you can differentiate yourself by providing that value, you will own their business. We want to help you do that and are actively taking the steps to make it a reality.

In The Advantage Weekly News, we recently announced the formation of a strategic relationship with FORAYS, Inc. and its President & CEO Kirk Augustine. Kirk has a long and successful history of serving this industry at a number of different levels and we are thrilled to have him involved with Vet-Advantage and our related services. His input related to the content and editorial direction will certainly enhance our deliverables to both you and our supporting manufacturers.

As part of this new arrangement, FORAYS, Inc. will also contribute and collaborate with Vet-Advantage Magazine to develop a new set of sales tools specifically designed for distributor sales representatives. The first of these is called Sound Bytes. These one-page sheets are designed to help you have more meaningful and productive conversations with your customers in the short time you have with them on every call. We believe if we can provide you with the right content, in the right context, it will be put to use on a regular basis and help you increase your sales. Our first Sound Byte, on Boehringer Ingelheim Vetmedica, Inc’s Have We Seen Your Cat Lately program, is contained in this issue. We think you will find it an easy way to learn about the program, and then engage your customers in meaningful conversations around the program that will help lead to its implementation.

Initially we will be delivering Sound Bytes in print as part of the magazine. Beginning in 2011, we will enhance the print version with electronic versions complete with audio files that will be available on demand, enabling you to easily review and use the information whether you’re in the office or out in the field. We are currently building a dedicated library in our website www.vet-advantage.com where you will be able to download, read, forward, or print any Sound Byte. It should be available by the first of the year, along with an app allowing you to import Sound Bytes directly to your iPhone, iPad or other mobile device.

We would welcome your feedback on our publication, Sound Bytes, and how we can best enhance them to meet your needs. Thanks.

Sidebar:
I am very excited to work with Vet-Advantage Magazine to assist you in strengthening your value to customers, your own organizations, and your manufacturers/suppliers. Now, more than ever, distribution representatives are positioned in our industry to bridge all the changes and deliver consistent service and information to veterinarians and their hospital teams.

Sound Bytes is a time-proven method and tool that will help you have quick and concise discussions with your accounts without having to handle a four- to eight-page technical detailer designed for a 20-minute discussion. Instead, Sound Bytes allows you to cover key points quickly and efficiently as part of your total sales call in less than three minutes. Acting in this way reinforces the role of the manufacturer to establish a brand or product and create demand.

To utilize any Sound Byte, it is important to first “Check-off” with your account that the manufacturer rep has discussed the product or service with them. If you find that the account is not aware, then you are the primary person to introduce the product. If the account is aware, then simply “Echo” the key benefits from the Sound Byte, thereby confirming the value points. From there you can simply ask for the order.

Both Chris and I have seen and used Sound Byte-like tools in our careers with great success. In your role of representing so many products – utilizing the “Check-off and Echo” approach with the Sound Bytes to position, support, and establish need will improve your success and your accounts’ satisfaction with you.

Vet-Advantage Magazine is a unique publication focused solely on animal health distribution. I urge you to spend time with each issue, register to get the weekly e-mails, and take advantage of the tools and materials Chris and his team are building for you.