Have you ever noticed that the best reps always seem to be in all places at the same time? Throughout my sales career, I’ve observed that the best of my competitors always seemed to be in the picture: I would constantly run into them, see their new products, and have my accounts tell me about them.
The word “omnipresence” can be defined as the state of being everywhere at once or seeming to be everywhere at once.
The very best salespeople are seemingly competing in all places, all the time. Although it may seem impossible, this should be your goal in your territory. You must approach your accounts and territory with this mindset and make yourself available everywhere. You want your customers to see you often and think of your product immediately when they see your face or hear your name.
Why would anyone want to be omnipresent? Well, omnipresence is the fast-track for you to cement your name as the expert in your field—and this status enables you to get your products into your customers’ hands. If people are looking for information about a specific topic or have a question about a device in your space, you want there to be no doubt in their minds: you are the authority. This is a great way for you to make the sales process easier as you fast-track building your territory and business.
If I turn here, I see you.
If I turn there, I see you.
It seems like you’re working overtime, but, in reality, you’re not! Yes, you are working hard, but you’re also working smart! And thinking big!
So what are some ways to start achieving omnipresence in your territory?
I’ve outlined what I think are the three best ways to achieve this:
1) ABC – Always Be Converting
In medical device sales, we need to be conscious that once the initial sale is made, it’s still imperative we suggest other solutions and value-added product offerings. It’s much easier for prospects to justify the second sale when they recently justified their original decision to buy from us. Looking for additional opportunities in the OR allows you to maximize the time, energy, and effort you just put forth. Think about how hard it has become to get in the OR. When you finally get there and have a reason to be there, how are you maximizing your selling effectiveness?
Most important, every time you convert a competitor’s product to one of your own, you make it that much more difficult for your competitors to convert the account. You and your products are everywhere in the account, constantly reminding your customer about your company’s brand and you as its representative. If you wish to read more on this subject, download my free eBook and refer to Chapter 4: “Awareness: Utilizing the Power of the Second Sale.”
2) Start with Surgeons but Finish with the Nurses and Technicians
It amazes me how often medical device reps are so focused on the surgeons that they forget to bring value to their nurses and technicians. A nurse or technician will never close a sale for you, but he or she can choose to hinder or promote you, your company, and your products. I have heard about nurses and technicians promoting a competitor’s product, pulling a rep’s product that was recently added to a preference card but was then forgotten to be placed on the case cart, and—my favorite—calling a rep to inform him that the competition was recently in the account. We need to remember to always bring value to these important customers of our company through means such as utilizing continuing education programs, selling on their agenda, and providing excellent service. We need to make their lives easier whenever we can, never forgetting they are part of the selling process.
3) Network, Network, Network
Lastly, we need to take every opportunity to network within our territory. There are so many opportunities that many medical device reps do not take advantage of, mostly because these opportunities are outside regular working hours. This is the part of the equation where effort and working smart are essential. Every medical device rep should be taking advantage of his or her local AORN (Association of Perioperative Registered Nurses) chapter meetings and other similar medical opportunities. Many companies can offer their continuing education programs, and there is no better social event to get to know so many customers from different hospitals in one place.
Another idea is one I learned from one of our Territory Managers on the west coast. He got on LinkedIn, located other medical device reps from noncompeting companies, and then started a lead sharing happy hour at a local brewery. These sales reps get together to share leads, discuss their hospital purchasing patterns, and keep an eye on the competitors outside the group!
These are just three ways you can work hard, work smart, and be creative, effectively expanding your footprint in your territory and hospitals. If you commit to the three action items above, I guarantee the opportunities will start and will continue. Real success requires patience and commitment to longevity. So, if you are passionate about your company and its products and if you’re in it for the long haul, then commit to developing omnipresence today!
