How veterinary sales reps can win back their day.

You don’t find time – you take it. Sounds bold, right? But think about it: how many times have you muttered, “I just don’t have time for that”? It’s almost become a reflex. Yet, if you pause and ask yourself, is it really about time or is it about what you choose to prioritize? Spoiler alert: it’s not time that’s scarce, it’s your focus.

And in veterinary sales, where your day is a whirlwind of clinic visits, back-to-back calls, follow-ups, and trying to get a veterinarian’s attention before they rush into surgery, it’s easy to fall into the “I don’t have time” trap.

But let’s be real. You have time. You just might not be taking control of it.

The time myth in veterinary sales

Let’s face it. We’ve all used the “I don’t have time” excuse.

“I don’t have time to prospect new clinics.”
“I don’t have time to follow up with that DVM who showed interest.”
“I don’t have time to learn more about that new joint health supplement we just launched.”

But here’s the kicker – what if it wasn’t really about time at all? What if it was about priorities?

Imagine this scenario: Someone offers you $10,000 to make 20 extra prospecting calls today. Would you suddenly find the time? Of course you would! Because time isn’t the issue – importance is.

When something truly matters, you make time for it. So, if your pipeline isn’t as full as it should be, if you’re constantly chasing clinics that go dark, or if you’re not up to speed on your own product line, chances are it’s not a time issue. It’s a priority issue.

Flip the way you think about time

So, how do you fix it? Simple: Change how you talk about time.

Instead of saying, “I don’t have time to prospect,” say, “Prospecting isn’t a priority for me right now.” (Ouch. That one stings a little, right?)

Instead of waiting for “free time” to follow up with that warm lead, block time for it before your day fills up with clinic drop-ins and reactive tasks.

Instead of saying, “I wish I had more time to learn about my competitors,” ask, “Where am I wasting time?”

By flipping your mindset, you take ownership of your schedule rather than letting it own you.

Where’s all that time really going?

Ever find yourself scrolling through social media between clinic visits, waiting in the lobby for a DVM who “just needs five more minutes” (which you know means 20), or sitting in your car trying to figure out which clinic to hit next?

We all have those moments. And they feel productive because you’re “working.” But are they really?

Instead of losing time to distractions, what if you used that downtime to:

Fire off quick follow-ups to warm leads.
Review your territory plan for the next day.
Send a value-packed email that keeps a vet engaged.

The reality? If you don’t choose where your time goes, it’ll disappear into the black hole of busyness – leaving you wondering why you didn’t hit quota.

Veterinary sales success = prioritizing the right things

Time management in veterinary sales isn’t about squeezing more hours out of the day – it’s about spending the hours you have on what actually moves the needle.

Think of it like a clinic’s budget. No veterinarian would blow their entire inventory budget on one product and then be surprised when they can’t afford critical supplies. Likewise, if you allocate your time to random, low-impact activities, you’ll always feel behind.

So the next time you catch yourself saying, “I don’t have time to prospect” or “I don’t have time to check in on my best accounts,” pause. Ask yourself: Is it really a time issue, or am I just not prioritizing it?

If it’s truly not a priority, fine, but own that. But if it is a priority, then it’s time to shift things around and make it fit.

Final thought: time isn’t the enemy – poor prioritization is

You don’t run out of time – you just spend it on the wrong things. And in a competitive industry like veterinary sales, where every rep is fighting for attention, the ones who master their time will always win.

So, take a hard look at your daily habits. Where can you reclaim wasted time? Where can you push distractions aside and focus on high-value activities?

Because when you control your schedule, you control your success.

Now go take that time – you’ve got quotas to crush.

How to take back your time in veterinary sales

Identify your non-negotiables. What must get done each day? Calls? Follow-ups? Product knowledge?
Lock those in first.
Plan your days before they plan you. Schedule high-priority tasks before your inbox, clinic visits and emergency calls take over.
Audit your time. Where are you losing time? Are you driving back and forth between clinics inefficiently? Spending too much time on “busy work” instead of revenue-generating activities? Be honest with yourself.
Own your calendar. Block time for prospecting, learning and client engagement – just like you’d schedule a clinic lunch-and-learn. If it’s not on your calendar, it’s not real.
Protect your selling time. Vet sales can be chaotic, but that doesn’t mean you have to be reactive all the time. Guard your time like a bulldog guards its food bowl.

Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. Visit him at preciseselling.com.

Photo credit: istockphoto.com/twinsterphoto

Stop Saying ‘I Don’t Have Time’