Natalie L. Marks, DVM, CVJ, CCFP, Elite FFCP-V

It’s not even 10:00 a.m., and I’ve already had one associate call out sick, a broken ultrasound, a sudden street closure scheduled for later today, and my newer graduate just dropped an ovarian pedicle. At the same time, a frustrated client waits in exam room #2, demanding to talk to the owner. I’m stressed just reading this; it should be no surprise that this is the worst time to “drop in “and expect to meet with an open-minded, relaxed decision-maker.

While it may seem that meeting with industry representatives is last on our list, that couldn’t be further from the truth. These relationships are just as important to practice owners, and a successful partnership hinges on the relationship itself. A thoughtful, respectful, and informed approach not only sets the stage for a productive partnership but also enhances your brand’s reputation. Here’s how to engage effectively with veterinary practice owners:

1. Understand Their World

Before reaching out, familiarize yourself with the practice’s operations, specialties, and challenges. Start with the basics: independent or corporate, number of associates, client volume, focus (small animal, exotic, or feline specialty), and so on. However, to truly differentiate yourself, explore further. What has been the focus on social media? Has new technology been introduced recently? Who are the new doctors and technicians? Has there been a change in ownership or leadership? Some practice managers may even be kind enough to fill out quick surveys to prepare for your visit! This allows you to tailor your conversation to their specific needs. A well-researched background shows respect for their time and builds trust. And most importantly, schedule an appointment with the team, inviting all decision-makers to attend.

2. Establish Authentic Connections

Each successful practice has an authentic work culture and a strong leadership team. Take the time to approach the owner with a friendly, professional demeanor and genuine interest in their business. Begin your conversation by discussing shared interests or recent industry trends and discover where their animal health passions lie. Listen to their challenges and areas of opportunity. This approach not only breaks the ice but also positions you as a knowledgeable partner instead of just another salesperson.

3. Focus on Value-Added Conversations

Veterinary practice owners seek solutions in four primary areas: enhancing efficiency, profitability, patient care, and workplace culture. Understanding these key focus areas can

help you articulate how your products or services address specific problems or enhance aspects of their operations. Prepare real-world examples or case studies that demonstrate tangible benefits. Remember that practice owners and the leadership team are also scientists; objective data about projected key performance indicators and investment returns is crucial. Humble opinions and assumptions are often insufficient to influence a decision on a product line, let alone changing a vaccine platform. This value-first approach is much more persuasive than a generic sales pitch.

4. Communicate with Clarity and Respect

Effective communication involves listening as much as speaking. Ask open-ended questions to understand their pain points and actively listen to their responses. Tailor your conversation to address their concerns and emphasize how your offerings align with their goals. Ensure transparency regarding pricing, product benefits, and any limitations. Respectful and clear communication builds credibility.

5. Offer Ongoing Support and Follow-Up

Emphasize that your first meeting marks the beginning of a long-term partnership. Offer additional resources, like product samples, training sessions, or informational materials, to showcase your commitment to their success. Before leaving, schedule a follow-up meeting to address any remaining questions and tailor your approach based on their feedback. Send a thank-you note for their time and insights the day after the meeting. Consistent and supportive follow-up transforms initial conversations into enduring relationships.

Conclusion

The historical approach of veterinary practice owners was very transactional. Today, it is more than just closing a sale—it’s about fostering a mutually beneficial relationship built on trust, value, and shared goals. By understanding their world, building genuine rapport, focusing on value, communicating clearly, and providing ongoing support, you’ll open the door to successful partnerships and become a trusted resource in the veterinary community.

Remember that every interaction is a chance to create a positive impact. Approach each conversation enthusiastically and professionally and see how your efforts lead to long-term success for the practices and your distribution business.