Perseverance, professionalism and the ability to think outside the box are key to Lyndsay Lynch’s role in sales.
Read how she became Head of UK over-the-counter sales, CIGA Healthcare Ltd, Ballymena
Give a brief outline of your career to date.
I previously worked for 15 years in the print media selling display advertising for a local newspaper group. CIGA Healthcare Ltd manufactures and distributes a variety of home diagnostic tests and devices under the Suresign brand. These include antigen tests which determine whether or not you have covid, antibody tests which show whether or not you might have high enough levels of antibodies either through having contracted Covid 19 or as a result of having been vaccinated. We also make or distribute blood pressure monitors, pregnancy tests, urine tract infection tests and a wide range of other tests and devices. I have been selling the Suresign range of products for over seven years now.
What was your favourite subject at school?
I loved business studies in secondary school and had a wonderful teacher Mrs Milligan who brought out my business career mode.
Did you go on to further/ higher education, if so what did you study and where?
I went on to Larne Technical College and studied a BTEC National Diploma in Business and Finance.
How did you get into your area of work?
I always loved selling products even in my teenage years I bought lots from the auction houses and sold the merchandise at car boot sales and fairs.
Is this what you always wanted to do?
I always wanted to be in a sales occupation, all the questionnaires and multiple-choice aptitude tests in secondary education predicted a job in sales. Sales were always my destiny!
Were there any particular essential qualifications or experience needed?
Experience in talking to potential customers is essential and it helps if you can communicate with people.
Are there alternative routes into the job?
Good salespeople can be spotted early in their lives. Instinct and ability are essential but a diploma such as the BTEC or other business qualifications will help you be more organised, disciplined and strategic.
What are the main personal skills your job requires?
Perseverance, honesty, creativity, thinking outside the box and professionalism. The people you are selling to will know immediately whether or not you are being completely honest with them. Honesty might not be considered a skill, but it’s definitely a requirement for this job.
What does a typical day entail?
A typical day would be for me to identify which pharmacies I am to call, taking, submitting and recording orders, sorting promotions, paperwork submissions for artwork, posting on social media, sending emails, responding to emails, assisting new staff, attending virtual and physical meetings, contacting wholesalers, convenience stores and potential new customers, following up on leads, stock projections, advertising, issuing targets, noting units of products sold, reports, liaising with the Operations and QC teams. I get my day in and every day just flies by.
What are the best and most challenging aspects of the job?
New products. Once you think of a new line your thought process goes from the initial thought to an actual product you can hold in your hand. I recently introduced the Suresign urinary tract infection test as I knew this self-test would sell when branded as our own. Through the whole process it was heart in mouth to see what the new line would physically look like and if the pharmacies and end consumer would be impressed. I am delighted with the results as sales and orders are exceeding my expectations.
Why is what you do important?
If I sell a blood pressure monitor it can save a life, if I sell any of our home diagnostic tests or devices, they can show up a health concern, if I sell a pregnancy test and it turns out positive then that’s a huge life experience for the person. All these are important, worthwhile and humbling to me.
How has Covid-19 impacted your business/role?
I have been far busier than ever. We added Covid-19 antibody, antigen tests, non-contact IR thermometers, pulse oximeters etc to our portfolio to assist pharmacies & healthcare professionals.
What adjustments have you had to make?
Travel would be my main adjustment. Previously I worked and lived in the town, so travel was not a requirement.
What advice would you give anyone looking to follow a similar career path?
Listen to the experienced people around you and get as much experience as possible.
If you weren’t doing this what would you like to do?
Be a full-time author. I have already published a children’s story book and am currently working on poems.
What is the one piece of advice you would give to yourself on your first day?
Look, listen and be yourself.
Describe your ideal day off.
Visiting my daughter in her new house and admiring all their home improvements, having fun with our dog and when I get home finishing the poetry compilation book I am working on.
And finally, what’s the key to any successful job search?
Know what you want in a job, highlight your skills and experience in your CV. As the old saying goes, ‘if it is for you, it will not go by you’.
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