Commentary
Brian Sullivan’s article is written to help sales representatives work with the often imposing gatekeepers in veterinary clinics. Access challenges are the brunt of age old stories about Doc’s Aunt Sally or the new person who has been told to never interrupt the veterinarian unless it is a spouse, child or the police. Behind the access barriers is a message that the professionals’ time is important and valuable, rightfully so.
Sullivan is right to coach reps to treat gatekeepers correctly and thereby create an advocate for access to the doctors and professional staff. Once allowed to speak with one of the medical pros, representatives must adhere to time limits they have proposed until released from them by the professional. Doing so will help ensure access on the next call.
On the flip side, practice gatekeepers, already in charge of access, need to realize these representatives bring value to the practice on the phone or in person. Their companies have committed myriad resources to support practice successes. If gatekeeper training does not identify the persons or companies allowed meetings with professional staff, then gatekeepers need to proactively seek that information.
Source: Vet Advantage, March 2003. Link.