Building Strong Relationships with Sales Reps Leads to Best Practice Outcomes

As a sales rep in the optical field for the last seven years, I’ve worked very closely with eye care professionals in all different settings. I’ve developed a wide network of clients who have become like friends over the years. While I go into these offices several times a quarter, not all sales rep/OD relationships are the same. However, knowing how to strengthen that relationship to ultimately better your practice is one of my biggest goals and priorities. 

A Changing Industry
I started in optical sales in 2017, and things look quite different today than they did when I first started out. For starters, the selling model has evolved significantly. While most of my accounts still prefer face-to-face meetings, there are many who also prefer virtual meetings — especially after Covid. Additionally, because I spend a great deal of time on the road, texting has become much more prevalent with my accounts. This has only helped, though, as it allows me to provide a higher level of service and build rapport with my accounts. 

Dedicated time with doctors, whether in person or virtually, is at a premium now more than ever. In every meeting that I have, I always make a conscious effort to ensure that I am providing ODs information that is in line with their specific goals. I want our time together to be impactful, and I want to make sure that we both leave the meeting feeling like we’ve accomplished something, that I’ve provided value to their day, and that I’m working to better their practices with them. 

Making the Most of Your Reps
For ODs looking to enhance their relationships with their sales reps, I would recommend looking at your reps as partners, not salespeople. We are in a unique industry. Yes, we sell contact lenses, but we ultimately want a partnership. We have specific programs that cater to our different accounts, and when doctors keep us updated on their goals and what they are looking to achieve in their practices, we as reps can provide them with the right products and services that best align with those goals. When you have that relationship with your reps, everyone benefits — your practice and your patients. The most successful offices that I work with have the strongest relationships with their reps. From our perspective, it makes our jobs more enjoyable as well, knowing that we can impact our accounts in such positive ways.

I also reiterate to my accounts regularly that I’m more than just a sales rep. I would love for them to think of me as a resource in the industry as a whole. When they’re thinking about hiring within the practice, acquiring new practices, or just any industry-related events happening in my territory, I can help them. I visit at least six accounts per day, five days a week, which translates to a lot of information that I receive on a daily basis. I’m always learning about buying group benefits, offices looking to hire, employees looking to be hired, owners looking to sell, owners looking to acquire practices, and much more. I am very invested in the success of my accounts and very tuned into the industry, so I want to share that with my accounts and make sure they know the latest best practices in our industry. 

It’s All About Relationships
By far, the most rewarding part of my role is providing a product that helps people see every day. I am so passionate about the different types of contact lenses that we’re able to offer to doctors, especially as a contact lens wearer myself. This role is so fulfilling because I am representing a product that changes people’s lives. 

In addition, the relationships I’ve been able to build and foster over the course of my career  continue to motivate me. I have very close relationships with the majority of my accounts.  Many have developed into friendships over the years. When you see the same people several times a year for almost seven years, you get to know them on a deeper level. I believe the most successful account/rep relationships have a high level of rapport based on being a trusted advisor and partner.

Be a Resource
While there are certainly challenges in this industry, there are also ways for reps to overcome them. For those who may be struggling, I would first suggest setting up a meeting with one of your accounts — whether that’s the doctor, owner, office manager, etc. Ask them questions…lots! The goal is to take in as much information as you can and understand what they are saying when they speak. 

As a sales rep, your goals and agenda items should always align one-hundred percent with your accounts’. Many times, reps try to push their own agenda on doctors, which can backfire and hinder the relationship. Having a clear understanding of how a practice operates, what the office needs from you, and where they can be helped the most allows us to provide the most valuable information. This is where the partnership happens, but it all starts with active listening and asking insightful questions.