Welcome

to the IDEXX
Sales Playbook

VER SIO N 2.0

The IDEXX Sales Playbook is meant to

be a trusted resource, a comprehensive
coaching and development tool and a
repository of best practices, all of which
will evolve over time as we learn more
and as our customers needs change. The
content is derived from a combination of
data-based analysis, cross-industry sales
expertise and best practices. It relies on
the experience of dozens of program and
process subject matter experts, consistent
sales rep overachievers, sales training
managers and sales leadership. Each play
is formatted for use as a quick reference.
The tool is also flexible and comprehensive
enough to guide a detailed customer
interaction and post-call review. This set of
information can and should be used on a
daily basis.

book will grow. We hope that this collection

serves as a framework for identifying the
best ways IDEXX can help practices grow.

While the IDEXX Sales Playbook has many

applications, it is most certainly not meant
to be used as required or pre-fabricated
verbiage, a cookbook for guaranteed
success, or a one-size-fits-all plan. There
is no replacement for the talent and skill
of a seasoned sales professional. In fact,
the plays will continue to evolve and the

As you read through each play, be

thoughtful about your specific situation and
how to best apply the steps of call focus,
pre call plan, sales support, identifying
needs and disruptive questions/dialogue.
If you have feedback or ideas, email
MattSteele directly.

Thank you for your efforts creating value

for our customers every day. It is your
daily activity that builds relationships
and generates revenue for the entire
organization. Its also your efforts in serving
the veterinary industry that help pet-owners
across North America enjoy enduring and
high-quality relationships with their pets.
As the companion animal market changes
over time, we need relevant insights and
techniques to communicate the strategy,
position and value of partnering with our
company. This job aid is a deliberate step
to articulate detail within our sales model.
Thanks for taking the time to review and
contribute to this new sales tool.

IDEXX SALES PLAYBOOK

Sales Cycle

Contents

IDEXX Sales Process i

Solutions Chart

ii

PLAY 1

Qualifying 1

PLAY 2

Needs Analysis (Discovery) 3

PLAY 3

Solutions Design 6

PLAY 4

Presentation and Solutions 8

PLAY 5

Close 10

PLAY 6

Post Sale 11
Glossary of Terms Gloss-i
APPENDIX A

Solutions Examples AppA-ii

IDEXX CONFIDENTIAL Revised December 18, 2014 Page B

IDEXX Sales Process

Make A Pre-Call Plan

Determine Focus

Discover Needs

NO

Gain Agreement

YES

Provide Solutions

Confirm Next Steps

IDEXX CONFIDENTIAL Revised December 18, 2014 Page i

Business challenges
Preventive Care Wed like to do more, but its hard enough
to get clients to agree to the basics.

Protocol
Alignment
Testing
Compliance

We need all of our doctors recommending

the same tests. Were all across the board.

Compliance

We cant seem to get our clients to say yes

to anything new. Its really discouraging for
our staff.

Visits

Clients are coming in less often for routine

visits; more only when their pets are sick.

Value

A lot of clients complain about costs. Were

worried we might lose them to cheaper
alternatives like spay/neuter practices.

Cost Savings

Profits just arent what they used to be, and

we need to find ways to cut costs.

Client Fees

Our average per client transaction fee is too

low. What can we do to increase it and keep
business healthy?

Healthy
Competition

We have to figure out how to compete with

practices that are always advertising their
low price.

Protocol
Implementation
Workflow
Efficiency
Staff
Engagement

Change is always a challenge. It seems like

nothing ever sticks.

We struggle with client compliance for

certain things. It makes it hard to provide the
best possible care.

Its just not possible to add anything else to

our current workload.
We have a hard time aligning to new
practice initiatives or protocols.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page ii

Telemedicine

Rapid Assay

Digital Radiography

IDEXX Reference Laboratories

(exclusive tests)

IDEXX Reference Laboratories

(as primary lab)

Cornerstone

ProCyte Dx & LaserCyte Dx

Catalyst Dx & Catalyst One

Pet Health Network 3D

Pet Health Network Pro

Paid Product or Service

Practice Benefits Summary

Practice Observation

DogandTicks.com

Missed Charge Assessment

Pet Health Network

Client-friendly Summaries

Internal Medicine Consultants

IDEXX Learning Center

STEPs

VetConnect PLUS

Complementary

Solutions Chart

PLAY 1

Qualifying

Call Focus
Determine that the prospect broadly meets IDEXXs
target guidelines. Assess the likelihood of being
able to both create and win an opportunity.
Gain agreement to move forward to the Needs
Analysis (Discovery) process.

Description

Pre-call Planning Checklist

Gather Intel:
What does Beacon tell you about the practice?
What are the practices demographics (i.e. size,
mixed patients versus small animal, rural versus
urban)?
What can the ISR tell you about the practice?

Qualifying is largely research with some analysis;

there is no selling yet.

What can Field Support tell you about the practice?

Gather as much information as you can before

and during the call. This information will help you
evaluate the level of qualification.

Who is the practices decision-maker?

Although you should not lead with a closing tool,

aim to prioritize the practices best suited to the
available closing tools.
Once you determine that a practice is qualified,
gather more information, this time about the
practices goals and values.

Who is your main point of contact at the practice?

Who is/are the practices decision influencer(s)?
What is this practices specialty, if it has one?
Does the practice belong to a buying group?
At what stage of life is the practice: new, established
or looking for an exit strategy?
How is the practice viewed within their community?
In what, if any, industry organizations is the practice
involved (AAHA, state VMA, local veterinary groups,
etc.)?
What is the most up-to-date data of the practices
IDEXX usage across LOBs?
What PIMS does the practice use?
Which value propositions meet the practices
agenda to earn the next meeting?
Do you have an agenda? Are you prepared to share
it with the practice?

Discover Needs
Be prepared to have a conversation and learn
about the customer.
The practice is interested in their agenda not yours.
Understand their agenda so you can tie IDEXX
solutions back to that.
As a sales consultant, youre there to strengthen the
bonds. To strengthen the bonds, you need to define
them and know the factors affecting those bonds
inside and out.
Always ask for the commitment for another meeting.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 1

PLAY 1

Qualifying

Best Practices

Planned Dialogue

Introduce yourself and thank the customer (for

allowing you to meet with them, for their current
business with IDEXXwhatever is applicable).

Are you familiar with the Bayer study and some of

the challenges the veterinary industry is currently
seeing?

Conduct a detailed sales history analysis of the

practice.

Do you see any of this [industry trend] in your

practice?

Bring something of value to the customer first (e.g.

FSR, a white paper, IDEXX Learning Center course,
new industry trend). Tie the items value proposition
into the call focus to help open a conversation.

What would you say is the most typical challenge in

your practice?

Internalize your call focus to ensure you stay the

course. Jumping ahead in the process before
youve completed your call focus could damage
your rapport and hinder thesale.
Keep an ear out for current customer service issues
that you will need to address before advancing the
sales process.
Conduct joint visits with your FSR to help overcome
barriers.
Ask FSR to help address issues, perhaps including
a full staff training.
Share opportunities and strategy with your FSR and
ISR partners. Seek collaboration.

We found in our research that there are four

fundamental bonds that are important to veterinary
practices. [Explain each bond.] Which of these
would you say is the most important to your practice
and why?
Thank you for taking the time to meet with me today.
Based on our conversation, I would like to spend
time with you and your staff to better understand the
needs of your practice. Could we schedule some
time on your calendar for next Thursday?

Selling IDEXX Solutions Support

Beacon/Beacon Dashboard (specifically the Heat
Map), Field Support visits, sales history, case history
notes, etc.
Pre-call plan documents

Uncover the practices perceptiongood or bad,

past and presentof doing business with IDEXX.

The practices website and social media presence

Rephrase back to the customer some of the key

details you glean from the conversation to make
sure youre aligned.

Twelve-month consultation reports

Explain IDEXXs move towards building healthier

relationships with customers through smaller, more
personalized territories.
Explain IDEXXs mission for strengthening bonds
and customer growth.
Define each of the fundamental bonds in the
Strengthen the Bonds campaign. Discuss which
of these bonds feels most valuable, attainable or
elusive.
Prioritize your time based on the probability to close.
Continue to call on all accounts to enact this play.
Do not get stung by tenure and move past an
account because of a past experience.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 2

Reference lab invoice

Strengthen the Bonds details
Compass opportunity report
Bayer study
Lab order history and invoices (loyal practices)
Quarterly Sales Guide

PLAY 2

Needs Analysis (Discovery)

Call Focus
Challenge the status quo by gaining agreement
from the prospective customer that:
1. An improvement is necessary.
2. The realistic next step is to explore potential
IDEXX solutions.
Strengthen the bond between you and the potential
customer.
Gain agreement to secure a meeting to review
potential solutions.
or
Gain agreement to return for an additional
discovery or consensus meeting with the decision
maker.

Description
The Needs Analysis (Discovery) stage of the sales
process is when you either find or create areas of
dissatisfaction with the competition and then gain
agreement to explore solutions. There is still no
selling at this stage.
Simultaneously communicate to the potential
customer that you are invested in the success and
growth of their business.
This is not often a single sales interaction, although
it sometimes can be. Rather this stage generally
requires a series of sales interactions over a period
of time.

Pre-call Planning Checklist

Prerequisites
If you have not verified the following items, you may
not be ready for this play.
Is this prospective customer qualified? How so?
Who is your point of contact? Who is the decisionmaker? Who is/are the decision-influencer(s)?
What is IDEXXs history with the practice (new,
established, lapsed)?
Which of the bonds is most important to the
practice?
Are there any anticipated issues you need to
address before moving forward with the practices
needs?
What are the practices current diagnostic
capabilities?
What do you understand about the customers
diagnostic protocols? What dont you understand?
Is the practice currently under a competitive
reference lab or in-house contract? What is the end
date?
How does the practice communicate with and
educate their clients?
What are the main financial priorities of the practice?
What is the decision-making process within the
practice?
What insights, if any, does your initial research
provide about the kinds of challenges the practice
might be experiencing?
How do you plan to uncover the customers needs?
Whats most important from potential stakeholders
to warrant a presentation/solutions meeting?
In the event that the practice doesnt recognize
the gap between their present and potential
performance, what insights can you use to develop
latent dissatisfaction?
Aside from the call focus, where else could the call
go? How will you negotiate those paths?

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 3

PLAY 2

Needs Analysis (Discovery)

Discover Needs
Because business practices vary, some customers
may already have preconceived needs that should
be relatively easy to discover. Some might be
unaware or stubborn to accept that opportunities
exist. Where does the customer rest on this
spectrum?
This stage is not just about making your own
discoveries, but is about creating an environment of
self-discovery for the customer.
Especially with new or lapsed IDEXX customers,
this stage is still early in the sales process. For the
customer, the best purchase is a confident one.
Create business value by taking the time to develop
trust and relationships.
Establish yourself as someone with the business
acumen and knowledge to help improve the
customers business. At the same time, youll need
to foster business equity between you and the
customer to show that you are invested in their
business.

Best Practices
Set the correct expectations: Youre uncovering
the customers needs and eventually youd like
to schedule a follow up appointment to provide
consultation and solutions.
Listen to the customers responses more than you
respond. Agree on needs, but refrain from offering
solutions.
Recap key takeaways from the previous meeting(s)
(e.g. what bonds they said are most important,
IDEXXs renewed commitment to strengthening the
bonds and growing the practice).
Learn about the customers values, observing areas in
which IDEXX might meet those values.
Be thorough: start with broad questions and funnel to
more specific areas of the practice.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 4

Investigate the customers current protocols and build

toward a discussion about growth. Use the customers
success with existing protocol implementation as a link
to implementing new recommendations for clients.
Incorporate industry trends and knowledge into your
dialogue.
Bring something of value (ex. a whitepaper, study,
IDEXX Learning Center course) to start or support the
conversation you would like to have.
Gain agreement from the customer on the needs you
feel you uncovered. Write them down for reference
during future calls.
Increase the scope of your audience to practice
managers, techs, assistants, associates and owners/
partners to help build consensus and sniff out quiet
dissenters.
Generate enough interest to proceed to the next step
in the sales process by using a key statistic, example
account or ROI/pencil sale.
When applicable, gain a competitive lab invoice.
To gauge their interest level and willingness to partner,
be direct when asking if another appointment will be
valuable for them.
Ask to schedule a demo. Be explicit about what
your demonstration involves (equipment, computer
systems, pricing tool, etc) to align the customers
expectations.
If you schedule a demo, put it on both the practices
and your calendar.
Invite additional resources including VDS, LKAM, FSR
or specialty rep (Digital or Cornerstone).

PLAY 2

Needs Analysis (Discovery)

Planned Dialogue
I appreciate you allowing me to come in today to
learn about you and your practice. My focus today
is to observe and ask questions about your practice.
Then we can schedule another appointment to work
on solutions that will help you reach your goals for
strengthening the [specific] bond we talked about
last time.
To help me understand your practice more, Id like
to ask about your diagnostic protocols. Typically
I see three general reasons for why practices run
most of their blood work: pre-anesthetic, sick or
emergency, and preventive care. To start, can you
share your protocols for pre-an blood work?
At some point you decided to add an in-house
diagnostic capability. Why did you make that
decision and how has it affected the way you
practice medicine?
What kind of conversations do you have with your
clients about results? What tools do you use to
communicate?
Are there any tests or protocols that you feel you are
missing, or that you would like to implement?
Based on what Ive learned today, I believe we have
some solutions for your needs. Id like to schedule
another meeting to demonstrate how we can help
you.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 5

Selling IDEXX Solutions Support

Practice Needs Assessment Tool
Practice observations
Full staff trainings

PLAY 3

Solutions Design

Call Focus
Design a custom solution (or package of solutions)
that will produce results that better meet your
customers specific needs.

Description
Designing a custom solutions proposal for a
practice involves analysis of the practices needs
and preparing a presentation of your analysis.
In your analysis, come to a solid understanding
of the practices needs, then match solutions with
three goals in mind:
1. Allow the doctor to practice better medicine
and generate more revenue.
2. Connect as close as possible to exclusive
IDEXX capabilities.
3. Identify how this practice fits into your
territorys growth strategy.
Then build the business case and ROI to present in
the Presentation and Solutions play.
Often Plays 2, 3 and 4 occur in the same
appointment (ex. demo).
Also, this play might need to be repeated with
different practice staff. For example, during
the initial appointment with the office manager
you conduct a thorough needs analysis to gain
agreement to conduct a demo at the next visit.
Then, during the demo, you conduct another needs
analysis with the doctor and other staff.

Pre-call Planning Checklist

Prerequisites
If you have not verified the following items, you may
not be ready for this play.
What are the needs of the various stakeholders
within the customers business?
Have the stakeholders committed to being at the
Presentation and Solutions meeting?
Can you intuitively and confidently tie your solution
to a problem or opportunity that the customer has
agreed or committed to improving?
What expectations do you need to set for your
presentation?
How does your solution help your customer further
their business/personal agenda?
How does your solution tie to the customers needs
uncovered in the discovery stage?
How does your solution tie to the bonds that the
customer wants to strengthen and the Four Pillars?
How does your solution differentiate IDEXX? Can
any other company create a better or similar
proposal?
What kind of return on investment does the solution
provide, if applicable?
Is the proposal understandable for your audience?
Is it too complicated?
Once the proposal is signed, what are the steps to
ensure a successful onboarding experience?
Which IDEXX reps need to be at the meeting
and what do you need to do to coordinate their
attendance?
Does the IDEXX rep understand their role at the
meeting?
How does the customer feel about ordering direct?
What reference lab opportunities are there (i.e.
specialty, fecals)?

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 6

PLAY 3

Solutions Design

Discover Needs

Selling IDEXX Solutions

There is little more that is disappointing than

thinking you have a slam dunk when, in reality,
you missed a key step. Have you done all the
necessary leg work to prepare you for designing
this solution?

Beacon, Solutions Builder and Proposal Tool

Remember that you are a sales consultant. Use

your research wisely.

Sales trainer

Best Practices

Quarterly Sales Guide

Practice Needs Assessment Tool
ROI Tool
Field marketing consultant
CAG Sales Support team, Sales Support hotline

In your analysis, avoid defaulting to selecting

solutions based on existing programs.

Laboratory Key Account Manager

Create value statements that link the solution to the

practices needs.

Key account team

If necessary, refresh your training on product,

service and negotiation details.
Anticipate questions or concerns that staff might
have.
Confirm that the stakeholders are committed to
joining the presentation meeting before designing
your solution.
Continually align expectations with the stakeholders.
List all the tools you will need during the
presentation.
Clearly define the ask, which you should state at the
beginning of the presentation.

Planned Dialogue
Not applicable.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 7

Digital and Cornerstone specialists

LOB support

PLAY 4

Presentation and Solutions

Call Focus
Present and/or demonstrate a solution that matches
the agreed upon business challenges the customer
is committed to improving.
Provide evidence that the prospective customer will
achieve those business outcomes.
Gain agreement that the solutions presented meet
the needs of the customer.
and
Gain agreement to schedule the next steps to
move forward with the implementation meeting.

Description

Pre-call Planning Checklist

Prerequisites
If you have not verified the following items, you may
not be ready for this play.
Which stakeholders and decision-makers are
attending the presentation?
When is your FSR available for installation?
Do the features and benefits presented tie in with
the needs uncovered in the discovery stage?
Have you gathered all the support materials for the
presentation?

Share with the customer in a formal presentation

everything you heard and analyzed. Present
solutions that meet the customers agreed-upon
needs. The presentation should clearly show that
your solution (or solutions) serves to improve their
business.

Are all the tools (i.e. demo equipment, iPad app

tools, car printer) available and functioning?

During your presentation, tie back all features to

needs discussed with the customer to show true
benefits of the solution. Confirm that the solution
meets the buyers needs. Provide or exchange
documentation (contracts). Set date and time for a
decision meeting.

Are you prepared to ask for commitment to move to

the next steps?

What anticipated stalls or objections do you

foresee?
Are you conducting a demonstration?

Do you have all the information you need to

successfully implement the change?

Discover Needs
Like any good presentation, its important to engage
your audience. Besides the subject, how else will
you engage them?

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 8

PLAY 4 Presentation and Solutions

Best Practices
Set expectations at the beginning of the
presentation so that no one is surprised when you
ask for commitment.
Recap uncovered needs from the discovery stage
and again gain agreement.
Reinforce how your solutions tie back to agreed
upon needs.
Use positive, forward-looking statements.
Preemptively address the competitors likely actions.
Tag-team with your FSR to help address last
minute questions or objections, and show IDEXXs
commitment to the customer.
At the end of your presentation, summarize the
needs and how partnering with IDEXX can provide
solutions to those needs.
Gain agreement that the solution(s) will produce a
positive return on investment for the customer.
Gain agreement that the ROI is based on accurate,
uninflated numbers.
Ask for commitment.

Planned Dialogue
Based on what youve heard and seen here today
do you agree that were providing solutions to help
you meet your goals?
We came prepared to walk through our entire
proposal including the financials today, but Id like
to start with the medicine. If the medicine doesnt
make sense, theres no point in continuing the
process.
Doctor, we have some great promotional offers to
help offset the cost that we can look at later. In order
to fit, this really needs to make sense financially
as one of the first steps to helping you grow your
practice. Lets just take a minute to go through
some of the incremental opportunities we discussed
earlier.
You mentioned having FRU in-house would really
help with managing your diabetic patients. If you
had that capability in-house, how many more tests
do you think you could run a month?

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 9

We talked about the need for implementing a

preventive care protocol for your junior patients. If
we could help you with that, how many customers a
month do you think would agree to testing?
Were very excited about this partnership. If theres
nothing preventing you from taking advantage of
these solutions, would you like to move forward?
I believe we know enough about you to help you
produce the results we reviewed today. Is there
anything else youd need to see in order to be 100
percent comfortable with moving forward?
Weve reviewed several areas where we can offer
you a higher level of service, so, before we move
on to the financial piece, I need to ask if there is
any reason, other than the money, that you wouldnt
want to work with us?
We think it makes sense to pilot this new testing
solution for 90 days. During that time, Ill touch
base so we can share with each other what we
are learning. And at the end, well revisit the full
experience. The next step is to give you some
documentation and schedule a meeting to review
an implementation plan. Does that work for you?

Selling IDEXX Solutions Support

Demo equipment
IDEXX Learning Center
STEPs
iPad tools (VetConnect PLUS, Catalyst One app,
SNAP Pro app, Integration demo, Pet Health
Network)
Whitepapers and studies that support IDEXX
solutions
Finalized and approved paperwork
Executive summary of offer
ROI

PLAY 5

Close

Call Focus
Gain the formal commitment to complete the sale.
Collect and exchange signed documents.
Review the implementation plan.

Description
If youve completed the previous steps completely,
closing should be a natural progression.

Discovering Needs
Customers often just need the invitation to close.
They are cautious about making the decision and
need the ask to validate what theyre doing.

Best Practices
Ask for commitment and wait for an answer. You
have done your part; now it is time for the customer
to talk.

Present the agreement/contract for signing. This

is the formal and final ask for commitment that,
once signed, grants you full permission to move
forward and work with the practice to implement the
solution.

Do not devalue your proposal by interjecting or

adding to the proposal before the customer has had
a chance to speak.

Set dates for each of the next steps (kick-off call,

in-service, installation, etc.).

Invite the FSR to do a pre-site survey, set

expectations for onboarding, and show IDEXXs
commitment to the customer.

Ensure the decision-maker clearly understands

any contract obligations, programs, the invoice,
rebates, EMAs, etc.

Pre-call Planning Checklist

Prerequisites
If you have not verified the following items, you may
not be ready for this play.
Have you conducted the necessary demonstration/
presentation and confirmed that the customer feels
comfortable with the products and/or services?
Has the customer given you a verbal commitment to
buy from IDEXX?
Has the customer agreed to the implementation
plan?
Does the customer have buy-in on the ROI? Has the
customer agreed on the ROI?
What concerns might the customer present at
closing?

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 10

Be clear in what you are asking for.

If the FSR cannot attend the close, share with the

FSR your plans and the expectations you set with
the customer.

Planned Dialogue
After reviewing the solutions and value proposition
for partnering, is there any reason we cannot move
forward with your commitment?
Would you like to move forward with this proposal
and sign paperwork?

Selling IDEXX Solutions Support

Paperwork
Contracts
Lease paperwork
Cheat sheets
Process maps

PLAY 6

Post Sale

Call Focus
Address all logistical concerns leading into the
onboarding process.
Sign D&A and/or send in first sample to the lab.
Strengthen the bonds between you and your
customer.
Open doors for multi-LOB opportunities.
Demonstrate the value of the IDEXX Diagnostic
Advantage.
Set date for first follow-up visit after the install/inservice training.

Description
Post Sale actions start with taking the administrative
steps to begin the onboarding process. They then
progress to moving the practice toward becoming
fully integrated by implementing successful
practice protocols. Ultimately, as the customers
IDEXX consultant, you will work to see the practice
grow.

Pre-call Planning Checklist

Prerequisites
If you have not verified the following items, you may
not be ready for this play.
Have you submitted all the paperwork?
Have you ordered all initial start up consumables
and accessories?
Have you communicated with your Field Support
rep, ISR, cross-CAG team, reference lab
transportation and operations, specialists and
anyone else who will be affected by the sale?
Is the customer currently happy with their service
level?
Have you had the conversation about competitive
threat?
What opportunities are there for medical or financial
improvement?
What cross-CAG opportunities exist?
What opportunities are there for referrals (both
indirect and direct)?
Can you extend the customers contract?
Does the customer have all the necessary supplies
for onboarding?
Have you coordinated the onboarding date and
activities with your FSR?

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 11

PLAY 6

Post Sale

Discovering Needs

Planned Dialogue

The bond between you and the customer doesnt

end here. Continue to foster the bond by regularly
visiting the practice.

Now that you have had your new analyzers for 30

days, lets talk about implementing the preventive
care program we discussed earlier.

Post call actions could also be classified as Play 1:

Qualifying. Whats the next logical step for growing
the practice?

I wanted to check in and make sure everything is

running smoothly with your lab services. I also have
with me the information you requested on training
your staff on VetConnect PLUS.

Best Practices
Attend the onboarding with the FSR to answer
questions pertaining to the sale.
Join the FSR for the post-install visit.
On a consistent basis, review the customers
current protocols and IDEXX utilization. Look for
opportunities to strengthen the bonds and maximize
any of the Four Pillars.
Discuss a customized plan to implement new
technology as it becomes available.
With each post-close action, prepare a plan.
Dont assume competitors wont be able to access
the account. Occasionally check for and address
competitive pressure.
Emphasize the long-term partnership benefits to the
practice.

I was reviewing your account and noticed you have

started sending out a few Cardiopet proBNP tests.
Would it be helpful to schedule a training with you
and the staff to learn more about that test?
While we were in the process of delivering your new
analyzers, we had a lot of discussions around how
they would positively affect your clients experiences
during their visits. Could I schedule some time to
talk to you about some resources we could provide
you that will help with that messaging?

Selling IDEXX Solutions Support

Toolkit checklists
Cheat sheets
Sales process maps
Cross-CAG teammates

Use specific success stories to reinforce the value

of the IDEXX Diagnostic Advantage.

Twelve-month consultation reports

Identify opporutnities for full staff trainings.

Cornerstone VetStats

Value-add service reports

ILC webinars, seminars and dinners
Welcome packet(s)
Practice Benefits Summary

IDEXX CONFIDENTIAL Revised December 18, 2014 Page 12

Glossary of Terms
Call Focus
A call focus is a collection of objectives for each
call (or meeting). For each call, define a very clear
focus that includes desired outcomes. Typically
at least one of the objectives involves gaining
agreement in some fashion, which is required
to move the sales process forward. Call focus
objectives should start with a verb to help define
your actions.
Ex. Gain agreement to schedule a follow-on
appointment to conduct a demonstration.
Ex. Collect and exchange signed documents.

Discovering needs
As part of the IDEXX sales model, its critical to
uncover needs in every play and on every sales
call. Discovering needs is a prerequisite to gaining
agreement and providing solutions.

Gaining agreement
As part of the IDEXX sales model, there is a
component of each play that involves gaining
agreement. Gaining agreement is a prerequisite to
providing solutions.

Pre-call Planning
As part of the IDEXX sales model, pre-call planning
is based on a call focus and is a prerequisite for
every call.

Solutions
A catch-all term for the products and services that
IDEXX provides. Providing a solutionpart of the
IDEXX sales modelpresumes that the rep has
made several calls with a focus and pre-call plan,
identified solutions support, discovered needs and
gained agreement.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page i

Solutions Support
In other words, resources that support the IDEXX
sales model process. Identifying solutions support
is based on a call focus and pre-call plan, and
is a prerequisite to discovering needs, gaining
agreement and providing solutions.

Strengthen the Bonds

The bonds include:
Practice and patients: Enabling personalized
exceptional care for eachpatient.
Practice and clients: Fostering loyalty and
trust with exceptional client experiences and
communications.
Pet and pet owner (human-animal bond): Inspiring
pet owners to be the best pet parents they can be.
Among the staff: Empowering high-performance
teamwork throughout the practice.
As part of the Strengthen the Bonds campaign,
IDEXX aims to strengthen a fifth bond between the
customer and sales professional.

APPENDIX A

Solutions Examples
Business Challenge

IDEXX Solution

IDEXX Reps Response

Preventive Care

Catalyst One (paid)

Sharing results face to face increases client compliance by up to 40 percent.

Catalyst is the only instrument that will allow you to share core diagnostics
during the patient visit, which will strengthen the bond between your practice
and the client and provide an excellent client experience.

Cornerstones Medical Notes

(paid)

Standardized practice across all doctors helps streamline the quality of

care thats being provided to your patients. Using Medical Notes within
Cornerstone, you can create templates to ensure consistent exam protocols
and speedy data entry. With less time searching for codes and entering exam
notes, you can spend more time with the pet, inevitbaly strengthening the
bond between your practice and patient.

Testing Compliance

IDEXX Learning Center

We struggle with client compliance

for certain things. It makes it hard to
provide the best possible care.

Tracks Brochure

Clear and forward communication from your staff to the client can help with
compliance. The IDEXX Learning Center offers your team an array of CEaccredited courses on a variety of topics to help develop their skill set. From
courses on body language to role plays on communicating the importance
of an oral health exam, your staff can more confidently and effectively
communicate the value of your services to the pet owner. This will increase
the level of engagement and compliance from the client, while strengthening
the bond between your practice and the patient.

Compliance

IDEXX Learning Center

We cant seem to get our clients to

say yes to anything new. Its really
discouraging for our staff.

Client educational materials

Wed like to do more, but its hard

enough to get clients to agree to the
basics.

Protocol Alignment
We need all of our doctors
recommending the same tests. Were
all across the board.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page ii

Educating the client allows them to make informed decisions. Through the
IDEXX Learning Center, your practice has access to client educational
materials. For example, there is a wealth of information on the importance
of cardiac health, including a client-friendly brochure. During the visit you
can walk the client through the benefits of a cardiac screen for their older
dog. The client can then make an informed decision and weigh the risks of
not doing so. The information shared during the visit is empowering, and
stregthens the bond between your practice and the client.

Business Challenge

IDEXX Solution

IDEXX Reps Response

Visits

Pet Health Network Pro (paid)

Many practices are turning towards new ways of engaging clients in their pets
health. One way of doing this is with IDEXX Pet Health Network Pro, which
offers a range of customizable pre-visit communication materials that will help
you increase visits. For example, Pet Health Network Pro has appointment
reminders (by postcard, email, mobile messaging or online). Reminders allow
the owner to stay current on their pets health-related diagnostics, which
strengthens the bond between the pet owner and pet.

Client-friendly Reports (free)

Open communication and personalized care creates customer loyalty. Clientfriendly Reports help you explain every cost incurred during the visit, creating
value and a level of trust while strengthening the bond between the practice
and client.

LabREXX with Cornerstone

(paid)

AAHA estimates the average practice misses about 15 percent of diagnostic

charges each month. Using LabREXX via Cornerstone, you can feel confident
knowing that 100 percent of the bloodwork you run will be captured on the
patients invoice. As oppose to increasing prices as a means to improve
profits, identifying and capturing lost diagnostic charges can help grow the
bottom line. This also strengthens the bond between the pet and owner,
seeing as the pet owner will have more money to spend on their pet than they
would for things like healthier foods.

Clients are coming in less often for

routine visits; more only when their
pets are sick.

Value
A lot of clients complain about costs.
Were worried we might lose them to
cheaper alternatives like spay/neuter
practices.

Cost Savings
Profits just arent what they used
to be. We need to find ways to cut
costs.

Client Fees
Our average per client transaction
fee is too low. What can we do
to increase it and keep business
healthy?

Full staff training on Preventive Educating pet owners on the consequences of poor compliance and on the
Care (free)
value of preventive care is good medicine and good business. After walking
through a full staff training on preventive care and incorporating STEPs, your
STEPs (free)
staff will feel more comfortable having such conversations with the pet owner
becase youll have a plan in place. This will strengthen the bond between the
pet owner and their loving four-legged companion.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page iii

Business Challenge

IDEXX Solution

IDEXX Reps Response

Healthy Competition

Client-friendly Reports (free)

Communicating the value behind the services your practice provides helps
reinforce the your high standard of care. It takes the conversation away from
cost. You can walk the pet owner through one of IDEXXs Client-friendly
Reports to show them every cost incurred during the visit. It also shows the
benefits behind each diagnostic you run. Understanding the quality of care
theyre getting for their companion stengthens the bond between the pet
owner and their pet.

STEPs (free)

The veterinary industry around us is evolving. Change is inevitable, but

progress is optional. Within STEPs, youll find the tools you need to manage
change. The resources set you up to train your whole staff while ensuring
everyone is on the same track. Through STEPs, youll be strenghtening the
bonds across your staff, empowering high performance team work.

Practice Observation (free)

A high performing team is the result of workflows that are designed to

eliminate duplicated efforts across the practice. As your Veterinary Diagnostic
Consultant, I have exposure to hundreds of veterinary practices. I would
like to conduct a practice observation to better understand your current
protocols and workflows and see if there are any areas in which I can offer
insight or feedback around efficiencies. Ive helped staff members like yours
regain time in their day, creating a more controlled work environment while
stregthening the bonds across the team.

STEPs (free)

When implementing any new initiative in the practice, its important that every
team member is involved, from technicians to receptionists. STEPs offers the
tools you need to manage change. The resources set you up to train your
whole staff while ensuring everyone is on the same track. Through STEPs,
youll be strenghtening the bonds across your staff while creating a sense of
cohesiveness.

We have to figure out how to

compete with practices that are
always advertising their low price.

Protocol Implementation
Change is always a challenge. It
seems like nothing ever sticks.

Workflow Efficiency
Its just not possible to add anything
else to our current workload.

Staff Engagement
We have a hard time aligning to new
practice initiatives or protocols.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page iv

Change Log
Version

Chapter

Changes

v. 2.0
12/18/2014

Terminology

Deleted mention of the Thrive app (Play 4).

Deleted all mentions of distribution and distribution reps (Plays 1, 3,
6).
Added where appropriate mentions of ISR (Plays 1, 6).
Changed all instances of clinic to practice.

Navigation

Added navigation to return to table of contents.

Solutions Chart

Added column and plots for Telemedicine.

Play 1

Added to Description: Although you should not lead with a closing

tool, aim to prioritize the practices best suited to the available closing
tools.
Reworded in Best Practices: Share opportunities and strategy with
your FSR and ISR partners. Ask for collaboration.
Reworded in Best Practices:
Beacon/Beacon Dashboard (specifically the Heat Map), Field
Support visits, sales history, case history notes, etc.
Compass opportunity report.
Deleted from Best Practices: Distribution reps.
Added to Best Practices:
Lab order history and invoices (loyal practices)
Quarterly Sales Guide

Play 3

Added to Description: Often Plays 2, 3 and 4 occur in the same

appointment (ex. demo). Also, Play 3 Solutions Design might need to
be repeated with different practice staff. For example, during the initial
appointment with the office manager you conduct a thorough needs
analysis to gain agreement to conduct a demo at the next visit. Then,
during the demo, you conduct another needs analysis with the doctor
and other staff.
Added to Pre-call Planning Checklist:
How does the customer feel about ordering direct?
What reference lab opportunities are there (i.e. specialty, fecals)?
Reworded in Selling IDEXX Solutions Support: CAG Sales Support,
Sales Support hotline.

v 1.2
10/16/2014

Play 6

Added to Pre-call Planning Checklist: Have you had the conversation

about competitive threat?

IDEXX Sales Model

Renamed to IDEXX Sales Process

Swapped page with Sales Cycle & Contents

Sales Cycle & Contents

Updated to account for page swap (IDEXX Sales Process and Sales
Cycle & Contents)
Added hyperlinks to help navigate within a PDF

v 1.1.1
09/19/14

Update look

No content change; appearance only.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page v

Version

Chapter

Changes

v 1.1
06/10/2014

IDEXX Sales Model

Updated diagram

Solutions Chart

Added plots to Internal Medicine Consultants.

Added column and plots for Practice Benefits Summary.
Added plots to Cornerstone column. Subtracted one.
Correction from Pet Health Network Pro 3D to Pet Health Network
3D.

Play 1

Added to Pre-call Planning What can Field Support tell you about the
practice?
Added to Best Practices
FSR to Bring something of value...
Conduct joint visits with your FSR to help overcome barriers.
Ask FSR to help address issues, perhaps including a full staff
training.

Play 2

Added to Best Practices FSR to Invite additional resources...

Play 4

Added to Pre-call Planning When is your FSR available for

installation?
Added to Best Practices Tag-team with your FSR to help address last
minute quesitons or objections, and show IDEXXs commitment to the
customer.

Play 5

Added to Best Practices

Invite the FSR to do a pre-site survey, set expectations for
onboarding, and show IDEXXs commitment to the customer.
If the FSR cannot attend the close, share with the FSR your plans
and the expectations you set with the customer.

Play 6

Added to Pre-call Planning

Does the customer have all the necessary supplies for
onboarding?
Have you coordinated the onbarding date and activities with your
FSR?
Added to Best Practices
Attend the onboarding with the FSR to answer questions
pertaining to the sale.
Join the FSR for the post-install visit.
Identify opportunities for full staff trainings.
Added to Selling IDEXX Solutions Support Practice Benefits
Summary.

06/16/2014

Solutions Chart

Removed all Four Pillars references.

Added and subtracted some plots on VetConnect PLUS.
Corrected Client-friendly Reports to Client-friendly Summaries.
Added and subtracted some plots on Client-friendly Summaries.
Added column and plots for Rapid Assay.

IDEXX CONFIDENTIAL Revised December 18, 2014 Page vi