Networking for National Account Managers
by Gary Gustafson, President
Preferred Marketing Programs
This is a briefcase guide for National Account Managers specifically targeting IDNs. Whether you are responsible for IDNs or GPOs, this shoe fits.
In the last segment we talked about Networking being the cornerstone of success. Let’s target a fictitious IDN and use it as an example. Top Dog Healthcare is located in Lucky, TX. It has 21 hospitals located in 4 states. Your products could be sold into several departments in any hospital. Between choices like the C-Suite, Safety, Regulatory, Engineering, Supply Chain and/or others, we should figure an average of five call points in each hospital. That is 105 call points in this IDN, not counting headquarters. There is no way you will cover those call points. Networking is now in play.
Possible Networking Partners:
1.) Your sales reps and sales managers.
2.) If distributor reps are involved, then you need to add them.
3.) GPO reps for each hospital.
4.) Hospital decision makers that you may know or develop.
5.) Sister division reps and managers of your company are good choices if you have them.
Networking Tools: (These are critical)
1.) Conference Calls on a regular basis.
2.) Zoom calls on a regular basis.
3.) Schedule separate breakfast or coffee sessions at your company sales meetings,
4.) Meet local networking partners at agreeable locations.
5.) Develop a newsletter for your sales networking partners.
At GPO meetings, schedule side meetings with appropriate reps. In addition to selected in-hospital calls, develop a strategy to meet with hospital decision makers at their IDN quarterly or annual meetings. Most department heads will have those meetings specific to their department. Host something.
These are just suggestions. Be creative and imaginative and build your own Networking Strategies. You will stand out. Don’t forget, data is king. Check out the link for an idea on the charts you could keep with the help of reps. The chart information is only an example. Create your own per your own individual needs.
NETWORKING CHART FOR NATIONAL ACCOUNT MANAGERS
Create your own chart in the style best suited for you. Add columns for issues relevant to your strategies.
Chart should contain at least the following:
IDN NAME
Name of Hospital 1
Department Choice of Product
Your company Rep
GPO & Rep
Distributor & Rep
Hospital Decision Makers
Pertinent Comments