Day One
by A. DeMeis
2006-09-01

If there is anything I can emphasize most, it is differentiation! Differentiate yourself from day 1! You are not the first person there with your products and you will not be the last. Doctors and their staff know this, evidenced by the likely long line of individuals in your position before you. The unfortunate reality is that turnover in what we call "primary care sales" is huge. Unless you differentiate yourself on day 1, you too will be rolled into the same stereotype of the other 10+ in each office every day. How might you do this? Make it clear on your first and following visits that "their" agenda is why you are there. Physicians and there staffs know we have an agenda & job. Unfortunately for all of us, hundreds of reps before us have made this painfully obvious through their inabilities to do anything but force their agendas on the customers - no wonder they run when "Joe Rep" comes around the corner. Here is your plan for day 1; Introduce yourself politely & ask - "Doctor, I was hoping you could share with me what you do and don't like from the reps visiting." "How do you like reps to interact with you and your staff?" "What resources/ clinical sources do you prefer?" "Do you have any specific advice for me on what I should or should not bring into your office (marketing materials, dinner program invites, food)" I assure you that 99/100 reps through those doors never ask these questions & you can guess which pile they are immediately added.