You Had Me at “I’m Not the Decision Maker”
… and other lies I’ve been told in the clinic.
I once shadowed a new rep who brought a $400 lunch to a clinic, only to be greeted by a receptionist who said, “Oh … was that today?” The rep, bless her optimistic heart, replied, “That’s OK, maybe they can smell the chicken and remember us next time.” She then left with her half-melted food tray and an invisible badge of “effort.”
That, my friends, is veterinary sales.
It’s a beautiful mix of drive, charm, clinical knowledge and just enough delusion to believe “We’ll let you know” might someday mean something.
Let’s be honest – no one flat out tells you to go away. Instead, they hit you with a parade of polite lies. So let’s call them what they are, decode what they really mean and give you some strategies to push forward – without pushing people away.
Lie No. 1: “I’m not the decision maker.”
Oh really? Then why is there a stack of expired rebate forms on your desk and four unopened packages you signed for this morning?
Translation: “I don’t want to commit or get blamed.”
What to do:
Respect the role, but still sell. Try:
“Totally get it. Out of curiosity, when new products do make it in here, how involved are you in the recommendation process?”
If they admit they influence the DVM, great. If not, at least you know how the process works. Either way, you learn more than if you just nodded and left.
Lie No. 2: “We’re good right now.”
Translation: “You’re not worth disrupting our status quo today.”
That might sting a little. But if a rep with a stronger presence, or better timing, had walked in 10 minutes before, they might have gotten a meeting.
What to do:
Don’t get defensive. Get curious.
Try: “Out of curiosity, what’s working really well for you guys right now that you wouldn’t want to change?”
Now you’re not fighting their comfort – you’re understanding it. Once they explain what’s good, you’ll find out where it isn’t.
Lie No. 3: “The doctor is in surgery all day.”
Translation: “She saw your shirt and ran to the back.”
Is she actually in surgery? Possibly.
Is she conveniently in surgery every time you come by? Highly likely.
What to do:
Acknowledge the gatekeeper’s job, then create gentle pressure.
“I totally understand. I’ll keep trying. We’ve been seeing great results with clinics just like yours – especially in [insert seasonal issue like parasite season or compliance drop-offs]. I’d love to share what’s working.”
Leave something of value behind, but never just a brochure. Write a note. Add a stat. Include a question to follow up on. Make them want to get it in the doctor’s hands.
Lie No. 4: “Just leave something for us to look at.”
Translation: “We are 0% interested, but we’re too Midwestern to say that.”
What to do:
Leave something that raises eyebrows – not one more product flyer. Try:
- A mini-case study from another clinic nearby
- A bold stat on treatment compliance
- A handwritten sticky note that says, “Ask me how Dr. Morales doubled her Purina usage last month – no discounts needed.”
Make it interesting enough that someone actually reads it during a coffee break.
Lie No. 5: “We only order from [Insert Distributor].”
Translation: “We don’t want to think today.”
Every clinic has habits. Doesn’t mean they’re happy about them.
What to do:
Make them question the why behind their loyalty.
“Totally understand. A lot of our partners use [distributor] too. What’s the biggest reason you’ve stuck with them?”
You might uncover frustration, inertia, or even misinformation. Just because they order from someone doesn’t mean they like ordering from them.
Real talk from the field
Chelsea from Topeka was ghosted for three months, until she found out the gatekeeper was a former veterinary technician who hated all reps. She started bringing her peanut M&Ms. She’s now on speed dial.
Mike from Tulsa was told to “just email something.” So he did – he emailed a 14-second selfie video from the parking lot, saying, “Hey Dr. B, sorry I missed you. Just wanted you to see the face behind the name. I’ll try again next week, unless you call me first. I’m hopeful!” He got a reply in six minutes.
Sometimes, you’ve gotta break the routine to break through.
Final word
Veterinary clinics aren’t deflecting to hurt you. They’re deflecting because they’re overwhelmed, tired and yes, occasionally allergic to salespeople.
But you’re not just a salesperson. You’re a relationship builder, a problem solver and sometimes the only one who believes your product can help more pets and people.
So get past the brush-offs. Ask better questions. Tell better stories. And maybe bring a food tray anyway.
Because even if they forget your name, the smell of delicious food sticks.
Brian Sullivan, CSP, is the founder of PRECISE Selling and author of “20 Days to the Top.” He trains and coaches sales teams across the veterinary, medical, and manufacturing industries to prospect smarter, present with impact, and close like a pro. Learn more at preciseselling.com.
Three things to try this month
1. Turn the excuse into a question.
If they say “We’re good,” ask why. If they say “Not the decision maker,” ask who is and how they decide.
2. Stop leaving brochures.
Start leaving hooks. If it looks like every other vendor’s flyer, it’s heading straight to the recycle bin.
3. Revisit the ones who ghosted you.
Be brave. People change. Frustration builds. Today might be your shot.
Photo credit: istockphoto.com/FujiCraft
