Special feature
Making the
best use of
your sales reps
By Kaia Pankhurst
TRAINING YOUR OPTICAL TEAM
Your sales representatives are your best resource to
communicate all of the unique selling features for
any product to your optical team. Anytime you start
carrying a new line or product, have your optical
staff meet with your rep to hear the full pitch. Your
internal sales team will be more effective when
they have a better understanding of all the special
features your products have to offer.
Sometimes, the way the brand or manufacturer does
business is a selling feature in itself.
No one likes being sold to.
As a result, we tend to keep salespeople at arm’s
length. While this reaction isn’t necessarily
unreasonable, it could be a source of missed
opportunities for your practice.
Your sales representatives can do so much more for
your practice than just keeping your shelves stocked
with inventory.
Here’s how building relationships with your sales
reps can benefit you.
30 Optical Prism | November 2019
Today’s consumer places a high value on altruism
and is more likely to spend money on a product when
their purchase has a positive impact on the world.
Toms shoes are an excellent example. This entire
company is built on the premise that, for every
product a consumer buys, the company will donate
that product to a child in need.
Your patients are looking for a way to make the world
a better place. So if your brands offer products made
from recycled materials, donate to charities or make