Hand in Hand
Distributor reps may get the sale, but their service techs help them keep it
by Laura Thill
First Impressions readers know that dentistry is a relationship-based industry. But, as important as the distributor rep’s relationship is with his or her dental customers, it’s not the only one that counts. A top-notch service technician can be key to keeping the customer satisfied, say the experts. Successful reps recognize this.
"Service technicians play a key role in keeping the dental office productive and satisfied," says Ted Kehagias, regional sales manager, Midmark Corp. (Versailles, Ohio). "It isn’t just about the original sale, but the ongoing relationship created with the service tech and the dental office. Dentists want to be assured that someone will assist them in the event their equipment malfunctions after the sale, because downtime will impact productivity. Service technicians play a key part in deterring customers from [taking their business] to another distributor. In fact, distributor reps who rely more on their service techs and maintain a close working relationship with them often benefit from a higher percentage of sales."
"Territory reps have great relationships with their dental customers, and that’s fantastic," says Al Dube, director of sales at Solmetex (Northborough, Mass.). "Service technicians have similar relationships with the dentists. They can and, in some cases, do influence sales. Many techs have been working with their dental customers for years. The dentists trust them, and if [the techs] don’t like working on a certain product, the dentists likely won’t purchase it. [In fact], often, after the sales reps pass out the literature, the dentists will ask their service techs what they think of it."
Customer satisfaction depends on a combination of these relationships, he adds. That said, "It would be nice if territory reps took in some of their service reps’ ideas." At Solmetex, Dube and his colleagues recognize that service techs are the "eyes and ears of the industry," says Dube. Successful manufacturers and territory reps value their input.
"Service and sales go hand in hand," says David Surks, CEO of Freud Dental Supply, a Flanders, N.J.-based distributor. "As the level of technology rises within the dental practice, so should the level of expertise of the technical crew charged with keeping it humming. As we see it, the sales of sundries and equipment are linked to the clinician’s comfort level with our ability to service what we sell. How we handle emergencies and preventive maintenance is vital to the growth of [our customers’] practice." After all, Freud Dental’s success is linked to that of its customers, he adds.
A balance of rep and tech
James Hopkins, equipment specialist at Sullivan-Schein Dental (Milwaukee, Wis.), has seen both sides. Prior to joining sales, he worked as a service technician. "I know from experience that some dentists regard service techs in a different light, [especially since] technicians don’t make commission on the replacement of a broken piece of equipment." In addition, service techs can offer a lot of product knowledge. So, it’s common for dentists to ask service techs what new product they recommend. "I know my answer would always be [to recommend the product] that seemed to be the easiest to work on and came with the best customer service."
As a sales equipment specialist, Hopkins sees things a little differently. "My [recommendations for my customers] are very well thought out," he says. "For instance, if a dentist’s intra-oral X-ray system goes down, as an equipment specialist, I may understand that the rest of the [staff] at the practice loves a certain product because it is easy to use and they are familiar with it. And, it may work well with the practice management software system at the practice." So, the product he recommends may not necessarily be the service tech’s top choice, he adds. "There may be a certain line of equipment I love to sell, and the techs think I’m crazy for selling it. But, I think we will always see that."
While they may not always agree on the best product for their customers, when sales reps and service techs work together as a team, everyone is a winner, Hopkins continues. "Maintaining a close relationship with the service tech is vital [to a sale]," he points out. Because they spend so much time in the dentist’s office, techs can keep the reps in the loop. "Then, [the sales rep] won’t be blindsided on an issue three or four months later," he says. "We all know it’s easier to resolve issues in a timely manner, and we all come out looking fantastic and on the same page. And, there is less chance that the dentist will look to take his or her business elsewhere."
That said, Hopkins has taken service techs on calls when he anticipates having to field advanced questions, or when he is setting up a new office and plans to meet with the mechanical engineer. Although he doesn’t ask service techs to accompany him on sales calls, "I do often ask my techs for their opinions, as they are very important to me," he adds.
Kehagias believes that sales reps and service techs can work well together to finalize a sale. "If the service tech has a great relationship with a dentist, it may be a benefit to invite him on a sales call," he says. "The tech’s relationship with the dental office may be the deciding factor to sway a dentist’s decision to purchase from that distributor. I have seen this sales [approach] used very successfully." Because there is low turnover with service techs, dentists generally have close relationships with them and trust and respect their opinions, he adds.
Top attributes of a top tech
One of the biggest reasons sales reps are successful at meeting their goals is because they have service technicians to support the products they sell, notes Kehagias. "Relationships are critical in this industry," and dentists value being able to count on both their reps and technicians, he points out. That said, service techs, like their sales counterparts, must demonstrate a sense of reliability and professionalism to dental customers to create a strong, trusting relationship.
Strong service technicians reflect several attributes, according to Kehagias. At the top of the list are promptness, professionalism and an ability to make smart, timely decisions. "Service techs should show up for appointments when they are scheduled to be there," he says. "The company’s perceived professionalism is shaped by those in direct contact with customers, particularly sales reps, and service technicians."
Service techs should make smart decisions with the customer’s success in mind, he continues. "When an equipment repair (e.g., a chair) costs more than a new piece of equipment, the service tech should convey this to the customer."
Finally, the service tech should treat the dentist and his or her staff with high regard, says Kehagias. "Sales reps try to convey a sense of professionalism and respect to gain the dentist’s trust, and they can better do so if the technicians reflect similar values as well," he states. "These attributes reinforce the high level of service and trust that dentists can expect from their distributors."
Others echo Kehagias’ thoughts, and add to the list of attributes. For example, Surks includes quick follow-up; the ability to diagnose and treat problems; respect for clinicians’ time and a willingness to accommodate the customers’ needs.
Service techs often receive on-the-job training, says Surks, and this can be an issue. "Training is one of the weak spots I feel the industry should address. There are no trade schools with a curriculum [geared toward] dental technicians. Most of the younger techs learn by going out with the more experienced ones." That’s why he values techs with Navy training. "The Navy has been a unique player in this area," he explains. "Many of our aircraft carriers have as many as 1,500 individuals on board, and the large ships must maintain dental operatories. The Navy trains a crew of techs on the dental equipment on board." Freud Dental boasts a crew of technicians with a combined experience of over 75 years, he says.
For Hopkins, product knowledge, honesty and confidence are most important. "It is very important that service techs are confident working on the products they service," he says. "You don’t want the dental staff to feel uneasy." In addition, he believes the best techs are honest with customers when a product can, indeed, be repaired, even if the job is difficult and unattractive to the tech.
Working together
With a team effort, sales reps and service techs should be able to win their customers’ respect and loyalty. But to ensure they work toward some common goals, reps and techs must communicate closely. True, it can be challenging to take service techs off the street, because they provide such a crucial service to dental customers. Still, some experts recommend including one or two techs in sales meetings. "Reps, techs and management all should be on the same page with corporate initiatives," says Kehagias, and sales meetings provide such an opportunity. "It’s a chance for reps to learn what techs are hearing on the street, and to determine whether this is consistent with corporate initiatives," he adds.
Beyond that, there is plenty of opportunity for sales reps to bond with the techs, he continues. "Distributor reps can improve their relationship with service techs through constant communication," he says. "They can solicit the service techs’ opinions on equipment and ask them what feedback they are hearing from customers. Reps should communicate with their service technicians weekly."
"I am always asking my service techs for their opinion on products," says Hopkins, who admits he generally learns how to sell new products, not install and service them. "I need to know as much about products as possible before I can provide my dental customers with my educated [opinion] on whether a certain product will work well for [their] office staff."
"Foremost, distributor reps should tap into their service techs’ expertise," says Kehagias. "Personal gestures are key in showing service techs they are valued, and when someone is given the opportunity to teach others, that makes [him or her] feel valued and a vital part of the team."
"There must be mutual respect between sales reps and service technicians," adds Dube. "As a distributor rep, are you aware of the impact your service techs have on your sales?" [FI]
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