As I See It

Doing the Sales Rep Two-Step

I need more than a “gee, whiz” product demo to get me to buy.

By Paul S. Koch, MD, Editor Emeritus

Like many ophthalmologists, I like and appreciate the technology that enhances our specialty. I cannot imagine where we would be without the diagnostic and surgical devices that revolutionized our ability to care for patients. A lot of it trickled down from the space program, where optics and miniaturization were priorities. Some were conceived in the small think tanks and skunkworks programs surrounding technology centers, like Route 128 in Massachusetts and Silicon Valley in California.

Ophthalmology is undoubtedly one of the most technology-intensive medical specialties there is. The clinical necessity of some devices has been confirmed over time, giving us advances that have proved valuable year after year. Other good technology never caught on, perhaps because it was ahead of its time, ultimately found to be unneeded, or the inventors were undercapitalized. Right now, cataract surgeons are undergoing a bout of soul-searching over whether a femtosecond laser is enough of an improvement over manual techniques to justify the cost and additional time.

Two Things the Sales Rep Must Be Able to Explain

When I am approached about a new product, there are two things I need the company to address for me. The first is the Compelling Argument. This is the simple explanation, usually in 100 words or less, that tells me the importance and value of the product. Why is it good for my patients? Why is it critically important that I have it and use it? The argument has to be brief, and it has to be compelling.

An example: “If you use the Acme Eye-O-Gram, you will be able to detect glaucoma earlier than nerve fiber layer analysis, and at the same time it prolongs the tear break-up time and wipes out refractive errors.” Okay, now you have my attention.

The second thing I need to know is the BBD, the Bigger and Better Deal. What makes this product better than competing products? Why should I want to use this product instead of something else? The bigger and better deal could be based on cost, convenience, free shipping, lower maintenance—anything really. Anyone selling a product should be able tell me why using this product represents a bigger and better deal than anything else I could be using.

An example: “This product costs 95% less than its competitor, is warranted for a hundred years, is reusable and has no operating costs.”

Don't Blow It

Remember when Roger Mudd asked Ted Kennedy why he wanted to be President, and the Senator could not articulate a coherent response? I pretend I'm Mr. Mudd when I meet a salesman. “What's the compelling argument for its use?” I ask. If it's a good product, he should be able to articulate an answer in 100 words or less. If he cannot, and instead says, “Well, it's so new we don't even know ourselves how much it can do. The sky's the limit!” he's toast.

If they convince me there is a compelling argument for its use, I follow with, “What's the BBD? Why should I use this instead of something else?” Again, the answer should be swift and persuasive.

The deal will break down, however, if the response is something like, “You should use this IOL because it's just like what you're using already, and it's about the same price. Why don't you buy some from me instead of from him?” Sorry. If you're going to try to take business from my current vendor—who you should assume I'm quite happy with—you need to explain why I should want to go in your direction and convince me it's the best thing to do.

I'll be doing a fair amount of shopping this year, perhaps not as much as previous years, but enough to remain au courant. Over and over, I'll be asking, “What's the compelling argument? What's the bigger and better deal?” How those questions are answered will go a long way toward helping me decide whether to buy something—and if so, from whom. Sales reps, you've been warned. OM

Paul S. Koch, MD is editor emeritus of Ophthalmology Management and the medical director of Koch Eye Associates in Warwick, RI. His e-mail is paulkoch@kocheye.com.