AS I SEE IT

Note to sellers: Show some respect

And cut the talk about having to commit.

By Paul S. Koch, MD, Editor Emeritus

A few times a year I speak at national sales meetings, often to medical sales representatives. My customary topic is, “How to sell to someone like me.”

IT’S NOT HARD TO KEEP MY BUSINESS

My speech themes are few and simple. I say I want a good product at a good price that’s delivered and maintained with good service. I also stress that through inertia I tend to stay with a vendor until a competitor comes along with a better product, a similar product at a better price, or the prospect of better service — usually defined as the current company changing its sales force or management and upsetting my happy and peaceful world.

SHOULDN’T IT BE THE OTHER WAY AROUND?

I think I’m a pretty good target customer. I’ve been working as an ophthalmologist since we were doing intracapsular surgery and I built my first surgery center in 1984. Through organic growth, mergers and acquisitions, our group has 52 doctors and two surgery centers.

You’d think I’d be considered a good customer, deserving of some respect. These days, you have to fight for it. Instead of a company serving the customer, I am seeing more companies insist that that the customer accommodate the company. “What is your commitment to us?” they demand, as though we had no other choices in the marketplace.

I ask the price of a product. The answer, at one time, would have signaled how much the company wanted my business. Now they “claim” they cannot entice with price, that it is exclusively volume based (Cough — B.S. — cough!). So, you and the company dance around a target volume (so the sales rep won’t get fired) and price (so you’ll use the product). Perhaps, though, as you gain experience with the product, it loses its bloom. You enjoy using it less and like using something else better. In the old days, the company would have visited to try and make you happy.

No more. Now companies say, “Hey, you didn’t like our product? Tough noogies, doc. Here’s a bill for the units you did not use. Pay it to prove your commitment to us.” My response: “Getottahere,” which is Rhode Island talk for, “Hit the road, Jack.” “Tear up that bill and don’t let the door hit you on your way out. If you don‘t want to work with me on product, price and service, we have no common ground.”

THE CUSTOMER IS ALWAYS RIGHT — AND FREE TO CHOOSE

Companies, you should know I do not need you as much as you need me. I have competitors trying to sell me anything I need. No monopolies exist that can shove terms down my throat. I am free to choose my vendors. So the next time you visit with your new best product, give me your best price and service — and cut the baloney about me having to commit to you. I’m not falling for it. 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 pskoch@clarisvision.com.