Clinicians and product sales representatives: developing a relationship that works

In today's healthcare climate, clinicians in any specialty may be required to make product selections for their practice. The skills necessary to negotiate the world of sales include information about how sales relationships are conducted, product evaluations, negotiation management, and time management. Because these skills are not taught in traditional healthcare training programs, clinicians often learn these skills through trial and error. Credible and resourceful clinical experts have current information and a working knowledge about products that are available for patients. An excellent resource for this information is the product sales representative. Literature providing information for clinicians on how to establish and maintain productive relationships with medical product representatives is scarce. This article will explain what issues to address in discussions and negotiations with product representatives. Common pitfalls that often result from not understanding the agenda of the sales representative are identified. By employing the suggested strategies, a mutually beneficial relationship can be fostered.