Hygienists - Your Go-To Person
Hygienists are important in the decision-making process of a practice.
More often than not, when calling on your accounts, the dental hygienist may be your go-to person. From sealants and fluoride treatments to ultrasonic scaling systems, it’s often the hygienist who makes the final decision on which products to purchase. "It’s very important for dental reps [to reach out to] the dental hygienist, but most reps don’t understand this," says Randi Koval, a sales rep with Benco Dental (Pittston, Pa.). Particularly in bigger practices, "the dentists regard the hygienists as specialty people," she explains. "Hygienists are educated in cleaning and prevention, and dentists [often] let their hygienists make all of the decisions about cleaning supplies. Hygienists can influence a sale "100 percent," she adds.
Koval should know. Prior to selling dental products, she relied on them. In fact, Koval worked as a dental hygienist for seven years before she changed careers. "I was working away from home and wanted to move back," she recalls. "But, I’m from a small town and there were a limited number of dental hygienist jobs available." At the time, a Henry Schein rep who regularly called on Koval’s dental practice suggested she interview for a sales position. Koval took her advice, and has worked in dental products sales ever since. She joined Benco in December 2009.
A foot in the door
"Prevention is the core of dentistry today," says Koval. "As a hygienist, I didn’t have to refer to the dentist on the day-to-day products," says Koval, who made purchasing decisions about sealant materials and instruments, fluoride treatments, gloves, prophy angles, toothbrushes and ultrasonic scaling systems, and eventually became very involved in the business end of the practice as well. "Sales reps don’t always understand how important it is for them to develop a relationship with the hygienists at a practice," she points out. "But, often, hygienists work at more than one practice, and this can help sales reps get their foot [in more than one] door."
"Reps should make an effort to reach out to the office hygienist," she continues. "Ask to speak with [him or her]. Let the hygienist know you are available and interested in meeting. Let [him or her] know you are resourceful." For that matter, sales reps should appeal to a wide audience at a dental practice, she points out. "In a successful practice, everyone works together as a team." It’s not a one-dentist show, she notes.
"Today reps have products that service every aspect of the dental office." But, as far as the hygienist is concerned, at the very least, sales reps should listen to their needs and then let them try out various products, says Koval. Reps should ask the hygienist how a product works for him or her and then use that feedback as a selling tool, she adds.
Selling is much different - perhaps even more challenging - than it once was, says Koval. "The days of showing up every two weeks with materials and literature are long gone," she says. "Reps today must be creative." They should educate their customers, she advises. For instance, fluoride products have improved in recent years. Varnishes are replacing treatments. "Sales reps should know why customers are switching from one to the other," says Koval. "How is the new technology improved?"
Be accountable
Ironically, in all her years working as a dental hygienist, Koval worked closely with only one sales rep. More often than not, the others overlooked her, she recalls. As a sales rep, that’s one mistake she’s determined not to make. Dentists and their staff value reps who are accountable and do what they say they will do, she points out.
And, really, this shouldn’t be hard to pull off, notes Koval. Usually, reps can work out a time for an office visit that is convenient for the dentist and his or her staff, she says. "Today the sales process is more hands-on, and reps [should be] more involved. They now sit down [with their customers] and do business reviews or provide hands-on training. They should provide literature and "show their customer they are a source of knowledge, a resource." In the end, great reps are the ones who "listen to their customer [rather than] just talk," she says.
"I love being a sales rep," says Koval. "And Benco Dental has provided me with a huge opportunity to increase my territory and take my sales career to a new level." Indeed, she is keeping her eye on those products expected to propel the industry forward in the next several years. "Cone beam and 3D imaging, digital impressions and intraoral cameras - these are the up-and-coming products we should be focusing on," she says. These could be the products that turn good reps into valuable reps.
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