Back to School
Why continuous learning and training is important
Mary Yakas
Editor’s Note: At The Dental Advisor, not a day goes by without our phone ringing from a customer asking for the “best.” As a dental publication that was designed after Consumer Reports, over the past 25 years we have learned one thing – the best changes from day to day. Providing relevant and timely information to customers is something we strive for. This series of columns focuses on how dental sales professionals can sort through the hype, learn more about what makes a product stand out, and most importantly, learn to educate their customer.
Fall is always the time when we reminisce about our education, going back to school, etc. What have you done this year to educate yourself in becoming a better sales representative? At THE DENTAL ADVISOR, we have spent our summer educating sales professionals on Digital Workflow and CAD/CAM dentistry. It is an ever-changing area, and sometimes it is tough to keep up. The very nature of what we have been doing for 26 years is educating dental professionals on the differences in dental products and equipment. It changes by the second.
My grandfather used to challenge me as a child, asking me what new thing I learned each day. Some days, it was a stretch. At the very least, I learned to be creative with my answers. It did not take long to learn that the best thing you can do is continually educate yourself and others, and be better tomorrow than you were today. Make a daily commitment to yourself to read or listen or learn one thing that makes you better.
Resources
Where do you find information to better educate yourself? It’s everywhere. Ask colleagues, family and friends. Before venturing out into the abyss, set particular growth areas for yourself as to where you want to be better. If you are really bold, ask your colleagues, customers or trusted advisors.
Take a moment to consider all of the resources available to you and the manner in which you can receive this information. The Internet alone has LinkedIn, Facebook, Twitter, Blogs, Microsites, RSS feeds, You Tube, and more. In person, hands-on continuing education also helps connect you with others in your field that likely have different experiences and viewpoints. Joining groups that are forward thinking will help brush up your social skills. For dental sales professionals, there are three key areas that will distinguish your learning – Product, Presentation, and Persuasion. You need to learn about products and what is important to your customers. Once you learn about what you are selling, you will need to present and persuade your customers to purchase the best option.
I just finished taking a leadership course for the third time, put on by Dr. Paul Homoly, called “The Interesting Expert” (www.theinterestingexpert.com). Each time I take it, I learn something new about how what I say or don’t say impacts people. My own learning never ends. It is a continuous process to enhance my skill set.
Learn to source all of the information out there for your own growth as a salesperson. As the end of the year approaches, you will have the opportunity to look back and assess yourself. Then, you can take deliberate steps to set learning objectives for 2010.
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