Farmers strengthen pre-existing relationships at accounts by providing superior support. There are a few reasons to do this, the first being the ethical obligation. You are selling products used on living people in medical procedures. You should take a lot of pride in your positive contribution to the healthcare system. Furthermore, by providing additional support to an account, you’re allowing for opportunities to grow the business you’ve already earned.
While farming, you’re physically attending cases within existing accounts. This face time ensures that physicians and staff know how to correctly care for and use your product. If the account doesn’t recall how to use your product correctly, it won’t, and your sales will decrease. Reps must support cases until physicians and staff are up to speed and comfortable. Once the account is self-sufficient, checking in on them periodically is still important. This allows you to protect against competition and opens up opportunities to cross-sell.
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