This article is pure Malone. For those who cringe at the topic of selling, please remember that if any of your work activities support the generation of an invoice . . . you do sell! I recall courses Patrick led and the challenge of learning to stay out of my own way. The importance of focusing on benefits to get and keep your customer’s attention is critical to today’s … [Read more...]
Robert Hummel, DVM, receives Industry Leadership Award
The Cattle Feeders Hall of Fame has honored veterinarian and entrepreneur Robert Hummel with its 2020 Industry Leadership Award. He graduated from Ohio State University in 1961 and worked as an veterinarian for the American Cyanamid Company until he bought a small distribution company in 1967 that became Great Plains Chemical. Today, Hummel is most known for leading and … [Read more...]
Recalibrate: Thrive to survive.
Sixty days ago, we were discussing how to thrive in a competitive industry. Now, thanks to the COVID-19 pandemic, we need ways to survive. Thankfully, the thrive model has application in a survival environment. It just needs to be recalibrated. Source: Vet-Advantage, February 2020. Link. What are their aspirations? Objectives? Every practice owner is not necessarily … [Read more...]
Facing veterinarians’ loss of mindshare
Veterinarians created Dr. Google by its restricting access to veterinary expertise at clients’ times of need, shares Ed Blach, DVM. If you bristle at these words, you are likely on a veterinary team. Blach’s article speaks to the declining influence veterinarians possess and how this occurred. An admonishment? Yes. But, not without a situation analysis and actionable … [Read more...]
Difficult customer reactions
I have written at length regarding the ability to acknowledge your customer’s reactions in a way that demonstrates that you heard what they said, you are taking them seriously and you respect their right to their own point of view. Sounds easy enough in theory, but not in application. Source: Vet-Advantage, Livestock Edition, November 2019. Link. At this point, more probing … [Read more...]
Leading change
There are salespeople who seem programmed to think if they can overcome, handle or minimize a customer’s negative points of view, the customer will drop their resistance and the salesperson’s goals will be achieved. In other words, the belief seems to be, “If I prove my point, you will you drop yours.” Source: Vet-Advantage Magazine, October 2019. Link. Start by thinking of … [Read more...]
Malone’s call to action
Pat Malone challenges distributor representatives to augment selling skills and approach each customer from a different perspective. He sites the decreasing market share coming direct from the veterinarian as a problem to help solve. “ a problem isn’t a problem until there is the realization that it is a problem” Practice managers attending the upcoming VHMA convention can … [Read more...]
More helping – less selling = success
I have just alienated every sales manager out there. But, our industry needs less selling and more helping. Your customer is trying to decide whether to buy or not. HELP THEM. Stop regurgitating features and benefits in the hope that something sticks. Source: Veterinary Advantage – Companion Edition, August 14, 2019. Link. For too many distributor representatives, objections … [Read more...]
Lead change
You can meet resistance with resistance, but the winner only gets a loser who remembers it forever. Given that the objective of sales leadership is to obtain wholehearted customers for a given course of action, you need to create a whole new mindset when it comes to managing resistance and answering objections. Source: Vet-Advantage, Livestock Edition, Summer/Fall 2019. … [Read more...]
Integrity is essential for leadership
Businessman, author and syndicated columnist Harvey McKay put it best when he said, “If you have integrity, nothing else matters. If you don’t have integrity, nothing else matters.” Source: Vet-Advantage Companion edition, June 2019. Link. Wikipedia suggests integrity is the practice of being honest and showing a consistent and uncompromising adherence to strong moral and … [Read more...]
Opinion – Get truly curious about the customer
Customers recognize selective listening and when we aren’t asking the right questions or probing to understand what’s really happening and learning what it means to them personally or professionally, according to David Brock. They’re often looking look for our help but find us unwilling to take the time to understand their markets, their business, their strategies . . . their … [Read more...]
Acknowledgement is not agreement
Some people have difficulty acknowledging other points of view, especially when they do not agree with them. Consequently, it is almost impossible to discuss an idea when we have opposing viewpoints. To make it easier, try thinking that you are acknowledging the other person’s right to a different point of view. Source: Vet-Advantage Magazine, April 9, 2019. Link. Our … [Read more...]
Multiple reasons prevent access to veterinary care
The recent study, Access to Veterinary Care: Barriers, Current Practices, and Public Policy <link to report>, identifies the need for solutions that allow more people to obtain veterinary care for their animals. The study also sought understanding of the knowledge, attitudes and practices veterinarians have about access to care. The highest level of agreement expressed … [Read more...]
Revenue growth may be wishful thinking – re-post
Editor’s note: Oops! We had the wrong byline on Patrick Malone’s post last week, so we’re re-running it here. Please accept our apologies. According to a recent healthcare survey conducted by TD Bank, 87 percent of veterinarians surveyed expected to grow revenue in the next two years. Given the continuing onslaught on pharmacy revenue from 800 Pet Meds, Chewy and others, I … [Read more...]
Revenue growth may be wishful thinking
According to a recent healthcare survey conducted by TD Bank, 87 percent of veterinarians surveyed expect to grow revenue in the next two years. Given the continuing onslaught on pharmacy revenue from 800 Pet Meds, Chewy and others, I sense this is more wishful thinking rather than a realistic expectation. When you’re ready to acknowledge the threat and act, read on. Source: … [Read more...]
This list can help you be an effective manager
A couple of years ago I read a post on the Harvard Business Review Blog Network by Joseph Grenny titled, “4 Ways Leaders Can Create a Candid Culture.” It was the inspiration for my column in Vet-Advantage’s December issue. Upon review I think this column has equal application in practices and hospitals. Source: Vet-Advantage, December 2018. Link. Some veterinarians and many … [Read more...]
Implementing change can be challenging
Why do the results of even good plans and strategies sometimes fall short of our expectations in the execution? The implementation can be far more difficult than the planning. The reason? People. People have different reactions and points of view, different interests and needs. Source: Veterinary Advantage, November 2018. Link. Buy-in is a powerful thing. It takes the … [Read more...]
Ensure SKUs reflect modern methods for wound treatments
September and October are good months to review standard SKUs that are often treated like staples in clinic inventories. With advancements in materials, new products and the expanding role of the veterinary nurse, make sure current SKU choices reflect the overall direction of the veterinary team. Pam Foster discusses veterinary wound management with distributor reps in mind in … [Read more...]
5 tips for choosing a stethoscope
Amara Estrada, DVM, DACVIM, offers tips for choosing a stethoscope for those who decide to upgrade: Choose the best, not the most expensive Be familiar with the features Do not neglect the earpieces Position patients properly Take time to listen for arrhythmias Source: Veterinary Team Brief, August 2018. Link. Take time to choose your stethoscope and … [Read more...]
Strong sales managers coach well
A friend who is a sales manager recently sent me an article titled, “There are too many bad salespeople,” with the suggestion that this could serve as an inspiration for a future column. My friend will be pleased to discover that it worked, but perhaps not in the way she intended. Source: Vet-Advantage – Companion Edition, August, 2018. Link. Real coaching occurs when … [Read more...]
YOU are your sustainable competitive advantage
A competitive advantage is obtained by implementing value-creating strategies that are not simultaneously being implemented by any current competitor. These strategies need to be rare, valuable and non-substitutable. These competitive advantages become sustainable when they are not easily copied and, thus, can be maintained over a long time. Source: Vet-Advantage, June 2018. … [Read more...]
Puppies and kittens with diarrhea can be biohazards
Puppies and kittens can be fuzzy little biohazards, writes Maureen Anderson, DVM. It’s a paradoxical picture. She outlines different roles and responsibilities, sharing what each team member should and should not do to help control the spread of infection when handling diarrhea cases. Source: Veterinary Team Brief, April 2018, Link. Veterinary practices should have an … [Read more...]
A different perspective helps
I write a regular sales column for distribution reps. It recently occurred to me animal health pros, especially associates in a veterinary practice may benefit from what that I share with distribution reps. My February 2018 column in Vet-Advantage magazine is a good example. Source: Vet-Advantage, February 2018. Act like a customer Act like a marketer Act like an … [Read more...]
Keep it clean
Disinfection is critical for biosecurity. In this article, Jennifer Ryan identifies these top tips for cleaning and disinfecting on location: Train employees on the farm standard for cleanliness Use the correct detergent for the job Select the appropriate disinfectant for target pathogens Consider the safety profile, environmental impact, cleaning properties (if … [Read more...]
Close, but not closed
One of the more common questions I am asked when conducting sales development classes is, “What do I do when a customer commits but doesn’t follow through?” It usually spurs a lengthy discussion about the difference between close and closed. Source: Veterinary Advantage Magazine, December 2017. At commit, your customer, or the Decider, co-owns the outcome with you and that … [Read more...]
Understanding the decision makers
Pat Malone writes about the decision makers in this thoughtful article. It is a must-read for animal health pros. He writes: When your customer goes into decision-making mode, he/she is being influenced by two considerations: What do I know? This is the logical side of our brain calling up all the data and facts that we have that pertain to the decision at hand. How … [Read more...]
Effective opening statements help make meetings matter
The number of producer meetings I have attended over the last two decades are innumerable. Unfortunately, most have been a waste of your time and a waste of your company’s money unless your sole objective was to create goodwill. If you have watched the mergers and acquisitions in our industry, you know that goodwill is the value of a business not related to assets or … [Read more...]
Coaching: Help other success
Since I was a good salesperson I would work with my reps and close more deals for them. After six months of running ragged closing deals without improving the total district sales, I realized that once again I had misinterpreted the trainer’s advice. For the first time in my life, I began to see the real value of coaching as a skill that helps others succeed. Source: Vet … [Read more...]
Opinion – Veterinary distribution measured, supply chains challenged
Almost concurrently, I read about AVDA’s survey of veterinary distributors and a supply chain report on Amazon as a competitor, yet partner. The move to online is apparent in both articles and signals how much distributors are at the front line of a changing economy. Direct-to-consumer sales threaten their business models, which previously relied on shipping large amounts of … [Read more...]
Canines offer great listening training
It is widely acknowledged that the number one cause of communication breakdown is ineffective listening skills. We talk at each other rather than with each other. However, there is hope. It comes in the form of our canine friends. Source: Vet-Advantage Magazine, April 2017. When humans communicate, we use words, our voice and our body to convey our message. Behavioral … [Read more...]