Do you trust your reps? While we made many mistakes during the process, we had mixed success with reps, we even found a few that had been and still continued padding orders. Some of them were eager to switch us out of old product, but many weren't. However it is your responsibility to address those unhealthy patterns. Has this happened to you?

Some reps would come in without an appointment and we would feel pressured to buy as we were informed they wouldn't be around for another 3 months...it was now or never. Some would open their frame trays in front of patients and staff had to choose between helping the patient and looking at new product. Some reps had "favorites" on our team and the others felt left out and unengaged. Gifts were sent to some opticians without full knowledge of doctors or managers. Some frame buying was frequently done offsite at restaurants where gift cards would be exchanged for large orders. The opposite can also be said of offices where the best intentions of the rep have been compromised (more about that in an upcoming course). The problem is not the reps but that of the office. So, develop a set of guidelines and/or expectation for reps, and then train them.

Rules and Guidelines—An Example

This has taken this office a while to nail down, but these guidelines have helped tremendously to move us forward with rep relationships.

  1. All reps must call or email for an appointment (no surprise visits).
  2. All reps will set up their own displays with POP and other decorations that go with our décor.
  3. If reps bring in treats or gifts (shirts, mugs, chocolate, free vouchers, etc) they must provide enough for the entire team.
  4. If gift cards or incentives are provided, those are communicated with the owner/doctor and manager before presenting to the optical team.
  5. All individual gifts, gift cards, vouchers, etc. are placed in our rep box.
  6. Sales goals are set together: the number of turns targeted, exchange percentage, etc.
  7. Visits are scheduled for once per quarter to go over numbers and new releases.
  8. At least one Brand Training event is scheduled per year.
  9. Reps will email a summary of the visit to an agreed list of opticians, manager, and owner.
  10. "Partnership" is defined together to come up with mutual expectations.
  11. "Board Management" expectations are defined together.