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EYE ON EQUIPMENT

Mining Rep Resources

By: SUSAN P. TARRANT
Eyecare Business September 1, 2005

HANDS ON - EYE ON EQUIPMENT
Mining Rep Resources
by Susan P. Tarrant

If you consider your sales rep's job over once the new edger is installed, you're robbing your practice of a potentially rich business resource. Equipment sales reps—and frame reps for that matter—aren't just deal closers, but also partners who can bring a wealth of knowledge to this business relationship.

That's right, "relationship." Equipment reps point out that the best partnerships are ones in which both rep and ECP work together to share information. The better the relationship, the better the ECP's chances are of being successful, they say.

Here are insights to foster a mutually beneficial relationship between you and your rep.

THE REP'S INPUT

A good salesperson is an excellent resource for an ECP, bringing so much more through your door than just a good deal on a piece of equipment. If your sales rep isn't willing to do or provide many of these things, you might want to look for someone who will.

 

 they said it
 

"The ideal equipment rep really should act as more of a business consultant than a sales rep."

— Jay Cohen, territorial sales manager, Gerber Coburn

"A good equipment rep will try not to just meet the expectations of the customer, but will try to foster professional loyalty."

— Tim Aiken, national sales manager, Briot-Weco USA

"Whenever I hear a potential customer ask only, 'What's the bottom line price? How cheap can you make it for me?' I cringe. There's so much more going on with this relationship than just the price of an edger."

— Lisa Smith, national sales manager, National Optronics

"An ECP who is really interested in knowing what's going on and growing the business makes sure he's asking his rep, 'What is going on out there?'"

— Clark Smith, East Coast sales manager, Santinelli International

Technical expertise. Sales reps generally have training on edging or finishing all types of lens jobs and can often give operating tips on how to best process popular, yet sometimes tricky, jobs, such as rimless lenses. He or she should also have information about ancillary equipment, such as drills and tinters, whether he sells them or not.

Education. Some equipment companies present workshops or seminars for customers, providing additional training on equipment or regarding special lens jobs.

Business consultant. A good sales rep should be able to analyze your lens jobs (amount and type) and your lab bill to determine what an in-office edging lab can realistically do for you. He can provide spreadsheets that project lab bill savings, as well as talk to you about how best to move into the future.

Finger on the pulse. New lens brands and types are constantly popping up. Your rep is out in the trenches every day and can help keep you informed of what's new out there. He also may be able to recommend specific labs that can best suit your needs when purchasing lenses.

Info, info, info. Perhaps the biggest element your rep can bring to the table is information about what's going on in the optical industry, technology trends, and what successful practices are doing to be so successful.

THE ECP'S ROLE

The most productive business relationships between sales rep and ECP are the ones in which the ECP gives as well as takes. Here are some things you should do to foster the best relationship with your rep.

Ask questions. Don't dismiss a rep if you don't know much about his company. Learn what the company stands for—its reputation. Ask for the type of references you want, such as a practice doing volume/job types similar to yours.

Honesty. Don't keep your production numbers close to your vest. Be upfront with your rep about what kind of numbers you're doing now and what your goals are. A reputable rep will be similarly forthcoming about what they can do for you.

quick tips
The following are some signs of a good sales rep.
  • Does as much listening to the ECP as he does talking about his product
  • Asks questions about the practice's needs and goals
  • Will offer his professional opinion of what is happening in the industry right now
  • Is willing to share useful information, even if it's unrelated to edging

Be professional. Remember that the sales rep's time is as important as yours. Therefore, keep your appointments, and don't multi-task when dealing with your rep. He gives you HIS full attention.

Be a partner, too. The best ECP/rep relationships are two-way streets. Just as your rep can bring you information from the industry to build your business, you can help his (or hers) by making your own "deposits" into the relationship.

Provide useful feedback regarding the equipment, including operating tips that you've developed that could help others.

And be sure to tell the rep what the equipment company is doing right (or wrong) regarding service or its sales procedure.

Remember, he's looking to build HIS business as well.

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