Charles Ruff: A Great Run

After almost four decades in the field, Charles Ruff is grateful for the opportunities that veterinary sales afforded him.

Today’s marketplace is different in many ways than when Charles Ruff started in 1987. But the same could be said for how the market looked in 2010 – and even 2019. “Now, you see a lot of practice managers and inventory managers,” said Ruff, who recently retired from his role as a veterinary relationship manager with Covetrus after 37 years in the industry. “You must adapt to different people’s roles, needs and profiles. Whether they are analytical, entertaining, demanding or empathetic, you must adapt and prepare your presentation for that person.”

Throughout his career, Ruff was determined to work hard each day and be persistent in his approach to veterinary sales. “I didn’t give up and would go to my peers and mentors and find ways to improve my sales process. I had so much help from great managers, inside sales reps and friends in the company.” Ruff credits his inside sales rep, Barb Shelley, with helping to develop “amazing results” for accounts. The two worked together for over 26 years.

“I have had a number of close friends within the company that I talk with,” he said. “While many think we are competitive and we are, however, we push each other higher and are happy with each of our achievements. I have been lucky enough to be a part of a great North Carolina region at Covetrus/Henry Schein. We managed to pull off Region of the Year for four years in a row. We all worked together – young reps contributed, older reps contributed and great managers too. It made all of us better. I won many individual awards over my career, but when your team wins, that is the best!”

Building a life and career

Ruff was born and raised on a Jersey dairy farm in Newberry, South Carolina. When his dad decided to sell the cows and stop dairying, Ruff opted to keep several of his registered Jerseys. Ruff housed the milkers at local dairies and showed them in fairs into college. During those days he was also involved in a 4-H poultry project. He raised a few laying hens and developed an egg route, selling brown eggs to local customers.

When he went to Clemson, Ruff majored in poultry science with a business minor and won a research fellowship from Ralston Purina. That, along with a teaching assistantship, helped pay Ruff’s way through grad school, where he earned a master’s degree in animal nutrition.

“Interestingly enough, my first job was with Ralston Purina calling on farmers and helping with ration formulations and Purina dealership stores which sold OTC animal food and supplies,” Ruff said. He met his wife, Kimberly, at Purina – she was in credit and Ruff was in sales. They both left there – Kimberly left three months before they were married, and Ruff soon after.

Newly married, Ruff came home from their honeymoon and started a new career in the veterinary sales industry, which lasted 37 years. He joined Solvay (formerly Squibb and later sold to Fort Dodge). He went from there to start of the veterinary division at Ciba-Geigy (Novartis), where they launched Interceptor in 1990. He followed his mentor, Ken Williams, from Novartis to Heska where they worked together for a brief time.

During Ruff’s stint at Heska he briefly worked as a manager, but quickly discovered “that unless I wanted to be the head of the company, I would rather be a good territory manager,” he said. “That’s what I really enjoyed – those great relationships. And what you need to have for a great career at that level is a good manager – I have had some of the best managers over the years.”

Ruff would eventually leave Heska for a sales role in distribution, and he never looked back. “While I haven’t changed jobs in the last 26 years in distribution, we’ve gone from A.J. Buck, NLS Animal Health, Henry Schein, Butler Schein, back to Henry Schein and now Covetrus.”

Prior to his retirement, Ruff called on about 140 accounts in the Charlotte, North Carolina, area. Over the years, he’s covered all of South Carolina, a larger part of North Carolina and spots in Georgia and Virginia. He enjoyed working with his accounts on their myriad of needs in clinic sales, equipment, product knowledge, practice management software, other software offerings, online pharmacy, compounding, wellness plans, payment plans, client communications and many more Covetrus programs and products. “I was their advisor and problem solver on about everything in the clinic,” he said. “We also helped them with presentations on OSHA and staff/client behaviors. My job was to help them with the right products to help make them more profitable and successful.”

Industry inflection points

Ruff can point to a couple of pivotal moments in his sales career where he could see that his job and the industry at large would undergo fundamental changes. The first was the launch of Program in early 1995. “Program revolutionized the flea/tick industry for veterinarians,” he said. “It was the first monthly flea product on the market. Prior to this, probably 85% to 90% of flea product sales were over the counter. This product made the pendulum turn the other way totally. About a year after the Program tablet was introduced, other monthly topicals arrived – Advantage and Frontline. The entire veterinary market started booming.”

This shifted more revenue back into veterinary practices, allowing them to hire more assistants and expand their businesses. “This truly was the launch of what we see today in this market,” he said. “I was lucky enough to have worked for Ciba-Geigy (Novartis) during the launch of Program. What a year – just trying to manage the inventory of this product. The demand was so high we would be a month or more behind on product delivery.”

During this time, a Wall Street Journal reporter took notice of major human pharmaceutical companies moving into the animal health area. The reporter called Ciba wanting to learn more about what goes on in a veterinary clinic. Company leaders suggested she spend a day with a rep. Thus, Ruff was the recipient of a day in the field with a Wall Street Journal reporter. “Of course, I went through media training, and luckily enough, I can say I have been quoted in the Wall Street Journal (January 1996).”

The second major transformation in veterinary sales during Ruff’s career has occurred more recently over the past five years, Ruff said. “This has made everyone and business rethink how we approach the market,” he said. “Just look at what all this period has brought to us – more clinics now owned by corporate groups, emerging groups opening many new clinics, COVID, more technology that can lead to so much more integration. Tie in the integration with in-clinic diagnostics, too, and the clinic experience can be so different now.”

Throughout his career, Ruff has prioritized learning, and the ability to change and adapt. “If you don’t like something, hang on and it will change,” he reflected. “I started with no cell phone and used phone booths. The invention of technology led to cell phones, laptops and texts, so learning how to make all of those work for you efficiently was key.”

Bright days ahead

In his spare time, Ruff enjoys playing pickleball, reading a good book or going for a long walk. He enjoys traveling with his wife and is looking forward to doing more of it in retirement. Their new goal is to do one major trip per year. This year they’re planning on traveling to the Amalfi Coast in Italy.

Ruff is excited to see what the future holds for veterinary sales reps, even if he has transitioned from participant to spectator. “Our manufacturers are still developing great products that can improve the health of our pets and extend their lives,” he said. “Science and innovation are a great thing. I also look for more technology innovations and more integration that can help the workflow in clinics.”

Today’s veterinary team members have tremendous workloads and demands from their clients. The more reps can bring products and services with efficient processes, and improved medications and procedures to help patients, the more satisfying and enjoyable everyone’s job can be. “I hear so many times from companies that they want what’s best for the pets,” he said. “What I know is that the staff really is who wants what’s best for the pets. I feel like the future will bring so much to these staff members to make that happen. Then maybe our field won’t be the victim of stressed doctors and staffs suffering from what they could do better – reps have to and can help them.”

One role Ruff enjoyed at the end of his run as a tenured rep was to help mentor many young reps. “Many times, they said ‘let’s see what the senior senator thinks about this.’ I embraced this role and wanted to help all the younger people I worked with to succeed and prosper,” he said. “My knowledge of products, equipment and the industry in general could be a help for any of these representatives.”

Years ago, Ruff would have told younger reps to come into their role ready to learn and grow, but not to go too fast. “Now the market and companies have changed a lot, so you really have to come in and hit the road hard,” he said. “I would say find out where your company’s major focus is, then find the people in your company and industry that are the most successful and knowledgeable in these areas and utilize them. This is where you will get your best training from immediately.”

“Everyone should be so fortunate to cross paths with a leader like Charles,” said Kelly Gottfried, chief commercial officer, Covetrus, “From my first day at Covetrus it was clear that Charles was a respected expert in animal healthcare sales. He loved the work that he did, always put the customer first and was a mentor to so many who were coming up in the animal healthcare industry. We were lucky to have Charles at Covetrus and wish him a beautiful retirement.”

Distributor reps should utilize manufacturer reps from day one and not wait. “These people teach you right away. Also, make friends on your regional team and in your company,” he said. “Get to know as many of your manufacturer partners as you can. We all work together, and we can all help each other. Everyone needs someone for advice and to vent. Don’t miss the people right in front of you that can help.”

Photo caption: Ruff with friends and family at the ACC Championship game.