On The Job

Add Value to Relationships with Sales Clients with These Simple Steps

You represent a great company that’s making a big impact on the lives of many people. You know your products are beneficial for your clients’ patients. You have no trouble closing sales, but you feel there needs to be more to the relationships you create with doctors and their staff. You need to serve a greater purpose too!

A great way to feel like you’re doing more to build trust and a lasting relationship with your clients is to uncover the ways you can offer value outside of your products. Changing a few steps up in your routine could reveal how you can help your customers reach their goals while you strive to exceed yours.

Here’s how you can add value to the relationships you build in sales:

Identify ways to add value


Being aware of your surroundings is as important as reading your clients to close a sale. Take notes of what’s in the office space you’re visiting. What supplies and devices do they use in high-demand? What is the energy in the office like?

For example, notice if they are using a particular brand of protective gloves, masks, or antiseptic wipes. It’s possible they could receive a discount through a referral to a supplier you’re familiar with. Is their printer frequently not functional? Perhaps you have a recommendation for a service provider or a reliable brand of office equipment. Dropping a quick suggestion with the office staff may save them time looking for a trusted source. 

You can even alleviate stress in the office by simply leaving a positive note of encouragement for staff when you notice they’ve been especially overwhelmed. Being observant goes a long way in making a positive impression when building relationships.


Ensuring the front office staff, nurses, and doctors know the full range of assistance you can provide — from products your company manufactures to resources outside of your sales line — can be overwhelming. Rather than leaving everyone in an information overload, you can simply ask ‘What is the No. 1 thing that would make your office/day run more smoothly?’

Of course, you will run into concerns you cannot immediately fix. But asking this question opens the door for communication, and allows you to actively identify opportunities to provide solutions.


Keep in mind, having the solution for every problem is unlikely. And sometimes the office staff, nurses, or doctors may not have time to talk through their issues. Active listening means listening to the cues of what they need help with.

Maybe they are stressed by tax season — the office staff has a pile of receipts that need to be digitized. Does your team use a convenient app for that? This is a great opportunity to show your value. When you ask how someone is and catch a glimpse into their day, listen for unspoken ways you can help. 

Construct your value plan

Build a Rolodex

Take the information you gather from your visits to clients’ offices and construct a strategy to offer value consistently. Your network is an incredibly valuable resource. Who do you know who’s an accountant, a printer, a mechanic, a medical device rep (you’re in biotech), etc?

You can build stronger relationships with clients by using the power of beneficial referrals. As you grow your network, look for ways to help clients through the professional connections you make.

Build time into your schedule

Asking questions, actively listening, even observing the office in client meetings are useful ways to determine how you can be of value, but it’s all for naught if you’re constantly rushing. If you want to build relationships with doctors and their staff, you need to build time into your schedule to connect. Your interactions shouldn’t feel like a quick interrogation or like you’re stuffing information down their throat. Slow down and be present.

Build a personal connection

Sometimes, the best way you can build a lasting relationship with clients and their staff is just to be a familiar face, a good ear, and a friendly acquaintance. You want to be more than the medical sales rep who drops by. Get to know the staff. 

Notice when it’s someone’s birthday or work anniversary and congratulate them or deliver a thoughtful card. Ask how they are doing and recall important details to check up on them at a later visit. Let down your guard and let them get to know you as well. Grow mutual trust and respect with clients and their staff by removing some element of the transaction and just being human.