Originally posted by stevebrot No. In medical equipment you deal with physicians, administrators, and purchasing agents.
While sitting in a doctor's office last week I got a first look at medical sales. The salesman came in with briefcase and samples and a box of doughnuts. I expected him to ask for the doctor or maybe purchasing agent, but no. He spent the next 20 minutes smoozing the girls at the reception desk. Had a really good line of patter, too. The doughnuts did not hurt either. Managed after about 10 minutes to mention he had a product they might like to look at and he had some samples if they were interested. He still did not ask for the doctor or purchasing agent. He eventually got the receptionist to try his product, some kind of hand cream. He also causally mentioned that he would be glad to bring in lunch for the whole office some time. He left after extracting a promise from one of the receptionists to "see if the doctor would like me to buy lunch for you guys". No mention about any product or any sales pitch, just lunch.
At first I thought he was a complete idiot, but after watching him work I realized I was watching a master at work. He knew he had zero chance of talking to a doctor on a cold call. But if he could convince the receptionist to pitch his free lunch for him he was in. How much profit does there have to be in a product to warranty buying the entire office lunch just on the chance you might get to pitch your product? Not a small office either, 4 doctors plus receptionists, office staff, nurses, assistants and so on.
Next day at a different doctors office, (don't ask) a delivery man shows up with a cart of food. A complete Mexican theme lunch for the whole office courtesy of xyz medical something or other.
When I was in retail you were lucky if the salesmen showed up, much less bought you lunch.......