Say what you mean, mean what you say
Panel of dental professionals offer advice to distributor reps at NDC meeting
ORLANDO, FLA-Service, quality and old-fashioned hard work trump price just about every time. And therein lies the opportunity for independent dental products distributors. That was the message from a panel of three dentists who spoke to independent dealers at the recent National Distribution & Contracting International Exhibition. NDC comprises the American Dental Cooperative and United Dental Dealers.
Trustworthy?
It’s essential that sale reps do what they can to earn the trust of their dental customers, said Dr. Stephen Poss, clinical director, who maintains a cosmetic-oriented restorative practice in Brentwood, Tenn. But trust without hard work and an inquiring mind won’t cut it, he added. "Knowledge about what you’re presenting or selling is important," he said. "It’s really looking at, ‘Why is this new composite … better than what [the dentist] is using now?’ Maybe it’s taking a few moments before you go into the office to find out what the customer is currently ordering, why he’s ordering it, and why your product is better." Research and curiosity form the groundwork for a strong, trusting relationship, which will prove beneficial to everyone involved, he said.
"Relationships are important," added Dr. Rene Schamp, a second-generation general practitioner in central Florida. But, like Poss, Schamp says relationships must be built on knowledge. "It’s knowing the advantages and disadvantages of any product."
Reps from independents may face an uphill climb vis a vis the nationals, but the obstacles are by no means insurmountable, said Schamp. It’s true that the nationals may have exclusives on high-profile equipment, but "there are other [manufacturers] out there," she said. If the rep can offer backup plans should something go wrong, he or she has as good a shot at the business as anyone else.
But reps can - and should - make an effort to distinguish themselves from others, said Schamp. "I’ve had only one rep ever come up to me and say, ‘The national meeting is coming up. Is there anything I can look for there for you? Can I help you find something?’"
"I’ve had some great reps in my time," said Dr. Norb Bora, Park Ridge, Ill. "They’ve been extremely helpful in introducing me to new products. They were the most well-versed; they took the time to study [new products] and to do the research I didn’t have time to do."
Understanding customers’ issues
Reps who take the time to understand the issues facing their customers will probably succeed where others do not. And those issues are many.
"We’re small-business owners, like you," said Poss. Like distributors, dentists struggle with the challenges of managing their business, providing a service and making a living. Sales reps who take the time to learn about their customers’ businesses - such as their budget for supplies and equipment - can be a valuable resource.
Excellent service is another way that independent dealers can differentiate themselves, and help their customers do the same, said Poss. "If I need a composite or temporary material, I know my local company can get it to me the same day," said Poss. Offering quick service to his patients, in turn, is one more way Poss can create value for his customers and differentiate himself from competitors.
"I’m a second-generation dentist," said Schamp. "The thing that keeps me up most at night is wondering if I’m offering the highest quality service and the most reasonable value. It’s also about, ‘What’s the guy down the street charging?’" And there are issues of overhead costs, including the cost of lab services and supplies. Reps can play a role. "Can you help us inventory, streamline, decide what products to buy - do things that we might not necessarily have time to look at?"
"I take home some anxiety," said Bora. Given today’s economy, consumers are taking a pass on that crown or implant, at least for the time being. "The recession has made tremendous changes in the way we practice and attract patients."
Acknowledging the economic challenges, Poss added that the dental profession is witnessing unprecedented opportunity. "People are living longer, and they want to look better. That offers up a lot of unique opportunities."
Gaining access
First Impressions readers know that despite all the value a distributor rep can bring to dental practices, they still find it difficult to see the decision-maker. The panelists admitted as much, though they offered suggestions as to how reps can get in the door.
For example, Poss suggested making an appointment at a convenient time for the doctor, rather than dropping in and trying to catch him or her between patients. "It is hard, if we’re going from room to room, to stop and convert our energy level. I’d do better to block out a small amount of time to sit down and see what you have to offer."
Bora agreed. "The job is so intense, you get so focused, you’re incapable of moving from that focal point to something else and spending 10 minutes with somebody on something that’s not relevant to what you’re working on. I much prefer appointments."
"There are a lot of people clamoring for our attention," including other practitioners, the front office and patients, added Schamp. "For me, the best time to learn about new products are lunch-and-learns, or when [the rep] comes in at the end of lunch, making [the presentation] brief and concise. Reps who can do that are more likely to get in, or get in again."
Time is on your side
Indeed, if there was one consistent theme throughout the panel discussion, it was the importance - and scarcity - of time. Dentists cherish it, and they value those who respect it.
"One of the most important things [a rep] can say to me is, ‘This can save you time and money,’" said Bora. Reps who can demonstrate that a particular product can help the dentist work better, faster and more effectively will win his business. So much the better if the rep can name other dentists who have had success with a particular product. "You develop trust in people who give you great ideas, and you stay with them, particularly if they continue to come up with great ideas," he said.
"I deal with one distributor primarily for equipment, because that relationship was in place before I [started practicing]," said Schamp. "My father did things differently than the way I do. But the main thing for me in establishing or maintaining a relationship is to say what you mean and mean what you say." Being available when the practice needs help will distinguish one distributor from another, she added.
Reps who bring products that, even if they cost more, save him time and money in the long run, will gain his trust, said Poss. "I’m pretty loyal. Once I get a distributor I’m comfortable with, I try to stay with that person."
Sidebar:
NDC awards
NDC Dental Member of the Year
Johnson & Lund
Spirit Awards
Paul Mondock, Septodont Inc. (Vendor)
Team at Johnson & Lund (ADC member)
Harry Ketarpal, AmTouch Dental (UDD member)
Warehouse Performance Award
Midco Dental (ADC member)
Tiger Supply (UDD member)
Quala® Performance Award (Private label)
Goetze Dental
Pro Advantage®
Performance Award (Private label)
Northeast Dental & Medical Supplies Inc
Carrier Utilization Effectiveness Award
Holt Dental
Advertising Excellence Award
Popp Dental
Humanitarian Award
Casey Byrnes, Goetze Dental
Dental Vendor Awards
Dental Manufacturer of the Year Award
Royal Dental Group
Quala Vendor of the Year Award
Preventech
Dental Warehouse Vendor Award
Septodont Inc.
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