Do you see sales representatives as a resource to tap into for your practice or as “product pushers?” If you see them as the later, it would be in your best interest to broaden your view.

Have you ever had one of those days where sales representatives come in one after another interrupting you, and you can’t get your work done? Think twice before you dismiss your reps routinely.

It is important to remember the job of the sales rep. They are paid to have a conversation with you. It may be hard to believe, but often reps are just as passionate about their jobs as you are about yours. They are also trained not to give up after the first, second or third “no.” It is a common misconception by opticians and doctors that the only concern sales reps have is to sell you products that you don’t want or need; and that, quite simply, could not be further from the truth.

It’s a rep’s job to make sure you are successful with their products. The actual reality is that your success is their success. Besides product demonstrations and new information about their products, there are other important reasons to see your reps on a regular basis. They are your eyes and ears in the market. Working in the same office every day can limit your view of what is happening in a broader perspective. Representatives that come into your office see an average of thirty different practices per week.

The best way to organize your day and keep interruptions to a minimum is to set aside a day or so a week to see reps. Schedule appointments one to two weeks in advance and limit it to the number of appointments that is appropriate to your practice. I always recommend seeing all representatives at least once. Outside a few large trade shows per year, it is becoming difficult staying ahead of the options, changes, and new products being introduced in the market. As the old saying goes, “You don’t know what you don’t know.” After listening to their “story” turn the tables on the rep and start asking them questions about the market, competition and what new ideas are being implemented with success. No one ever said it’s a one-way conversation. If there is a product line or representative you or your business are not “clicking” with, tell them and see them every six months. You will do them a favor by being honest with them.

Finally, some offices take great pride in how efficient their “gatekeeper” is at the front desk. While you may think that makes life easier, it also has a dark side. You may be passing up on learning about the newest technology, latest advances in design or the most recent study to be released. Chances are your competitors are learning about them because they saw the rep. The bottom line is to organize and manage your relationships and appointments with your sales reps; they can be awesome business partners and allies when needed.

See your reps as friends, not foes. They can bring you a wealth of information every month if you view them differently.

Michael Karlsrud, M.Ed., is the principle consultant of The Karlsrud Company, a leading training and development company serving organizations throughout the United States. He also is CEO of K-Calls, a contact center that provides communication solutions to the optical industry's suppliers and doctors. You can hear Michael as the host of The Vision Council's On The Road Sales Coach, or read articles in LabAdvisor magazine and The 20/20 Opticians Handbook.