Acute Eyewear Sales Standard WorkEric Leichty and Brian Wilt

Standard Work is a general phrase used to describe carrying out a routine process.

Standard Work provides an efficient framework in which to perform tasks.

Standard Work provides consistency – a basis for continuous improvement.

What is Standard Work?

“Just” making a sale is not the point – taking share is not the goal

Need to expand usage – discovered that there is a real need to reduce eye splash incidents

Through many experiences of inside and outside sales, a successful customer strategy and tactics has emerged (and still is emerging)

Standard Work captures the right recipe that everyone can use

Take this Standard Work and apply to the members of your team

How can Standard Work Help with TIDIShield?

• Lead “Campaigns”– KBK sends out personalized email to the lead– Leads from different sources are processed by

Inside Sales– Within 24 hours, ISR sends lead list to Field Sales. If

no response within 48 hours, ISR will attempt to contact lead

– Goal is to contact the lead seven times – either the ISR or FSR. After no response, the lead is retired in CRM

Lead-Handling Standard Work

• Transferring Qualified Leads to Field Sales– A “qualified” lead is defined as having sufficient

interest to request a sample of the product. Samples will only be sent to the lead

– Goal is for the FSR to deliver the sample in an initial sales call within two weeks

– ISR contacts FSR to confirm on-time delivery (Lead contact within 3 days, followed by a visit within two weeks)

– If FSR cannot make contact, ISR contacts the lead. The ISR coordinates with FSR to follow-up

Lead-Handling Standard Work

• Lead Types– Department Manager or Clinical Caregiver– VP or Director Level in Occupational Health

(Employee Health, Safety) or Infection Prevention– Manager Level or Higher in Purchasing or Materials

Management

Field Sales Standard Work

• Lead Contact Standard Work– Working with ISR, contact the lead to personally deliver the

requested sample

– Determine the Account Champion (MUST have a Champion). Best champions are Occupational Health (Employee Health or Safety) or the Infection Prevention leaders. Ask for an introduction

– The TIDI Tower or Flip ‘n Go must be presented to those who will benefit directly from the reduction of eye-splash incidents

– Ask about required committee approvals

– Ask about materials or purchasing procedure. However, do not settle for a presentation to the purchasing department

Field Sales Standard Work

• The Strategy– Major closing points:

Increased compliance Splash-incident reduction Point-of-use convenience

– Establish a “beachhead” department or two. High splash departments: L&D and ED. High credibility: OR

– Gain success and then expand into other departments– Implement a large installation in manageable steps– Present TIDI’s EyeSplash Zero™ Process Improvement

Program that will reduce eye splash incidences– KEY TO EXPANDED USAGE: Equate eyeshields to facemasks!

Field Sales Standard Work

• Working the Organization– Determine current usage, locations and pricing for

current eyeshields used in the facility. Look at OR, ED, L&D, ICU, Environmental Services

– Using input from the Champion, determine the organization’s approval process: Value Analysis Committee (VAC) Safety Committee New Products Committee Standardization Committee (government) Environmental or “Green” Committee Infection Prevention Committee

Field Sales Standard Work

• After the Close– Definition – the facility issues a purchase order– Present Commitment Form to gain agreement on

free services and free wall holders– Determine where the wall holders will be placed

(departments, specific locations)– Confirm distributor and that stock is available in the

local branch– The goal for an initial order is to establish one or two

“beachhead” departments. After gaining usage acceptance, other departments can be engaged. The best way to do this is to use the EyeSplash Zero PIP

Field Sales Standard Work

• In-Servicing– Contact the Director of Sales or VP Innovation to

arrange for a Nurse Technical Support Specialist (NTSS)

– NTSS is an experienced, clinical nurse who works part-time:• To deliver in-servicing

• To present the EyeSplash ZeroTM PIP

• To implement and assist in the management of the EyeSplash ZeroTM PIP

Field Sales Standard Work

ISR and FSR are a Team ISR Qualifies the Lead and Hands Off to FSR ISR Supports the FSR in the Field Find a Champion (Occ Health, Employee Safety,

Infection Prevention) Key Benefit – Eliminate Eye-Splash Incidents Establish a Beachhead Department Expand Usage to the Entire Organization Using

EyeSplash Zero PIP TIDI Eye Shield = Face Mask. “Put on a face mask –

put on a TDI Eye Shield”

Strategy Recap

Questions?