Today's Veterinary Business

AUG 2018

Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.

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61 August/September 2018 • TODAYSVETERINARYBUSINESS.COM The other routine when I fly is to always check my luggage. I know I will spend 20 minutes waiting on the back end, but it's well worth the time as I am not fighting for bin space. Fast- forward through my lecture career of over 15 years and I found that the checked bag always arrived before the lecture started. My trip this year to Halifax, Nova Scotia, Canada, for the At- lantic Provinces Veterinary Confer- ence, at which I had the privilege of lecturing, broke my lengthy streak. My flight arrived at 9:30 p.m. Atlan - tic Standard Time. An hour later, I still didn't have my luggage, a suit, a tie or dress shoes for lectures be- ginning in less than 10 hours. What to do? What to do? Would a local featured microbrew at the hotel be the answer? Dressed for Success Well, indirectly the beer did bring a solution. I ran into Peter Ainslie, CVPM, one of the conference orga- nizers. I told him my sob story, and his first question was, "Why in the heck are you wearing flip flops and shorts to Nova Scotia?" After some good laughs at my expense, Peter scanned the hotel bar and recog- nized Dave Myers, a pharmaceutical rep with Boehringer Ingelheim. Standing 6 feet 9 inches — excuse me, Canada, for not con - verting his height to meters — it wasn't hard to spot Dave. Peter went over and made the unusual request: "Could one of the confer- ence speakers borrow some of your dress clothes?" Dave gave Peter an odd and concerned look, but after some explaining Dave was more than happy to help. The lecture went as planned in the morning. I wore Dave's button- down shirt — yes, I need to drop a few pounds — dress pants, black leather belt and size 18 dress shoes. (I normally wear a 12 or even a 13.) The jokes continued throughout the day at my expense, but it had me thinking. We often get so set in our daily routines and workflows that we forget to look at other points of view. As I hurdled through the day in what looked like Bozo the Clown shoes, I thought to my- self, "What do pharma- ceutical reps see in our hospitals that the leader- ship team may not?" After all, the reps visit Merchandising SELLING POINTS By Brian Conrad, CVPM our clinics, meet staff, touch base at times with clients and get to know our businesses. Whether you like it or not, they develop some opinions and ideas. It would be unwise not to at least hear their points of view and potentially benefit. Lost Opportunities As I thought more about this and talked with reps inside the exhibit hall, some themes emerged. The first was the idea of opportunity. Reps walk into your hospital and see great opportunity. Whether it be in product sales or services, they witness a disconnect at times between the hos- pital and the clients you are trying to serve. We all get into set routines in our daily lives and activities. You will find this with me anytime I fly, whether it be for business or pleasure. I wear similar attire for the comfort and convenience — a polo shirt, dress shorts and flip flops. Whether it is the heart of summer or the dead of winter, same attire. A day in the shoes of a pharma rep Does your hospital take advantage of everything a salesperson has to offer? If not, your patients and practice are missing out on tremendous products and services. None of us goes into the day not wanting to make a connection or create value in the client's minds. But it doesn't always happen.

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