Brian Taylor
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A Positive Direction
As a master of understatement, let me say that 2009 has been quite a year. No matter what industry (or for that matter what country) you were in, the past 12 months have been some of the most trying times any of us can remember. As the recession has played out, a number of things have happened along the way. We have experienced a major election with dramatic policy changes that continue to dominate our news cycles. We face global turmoil on numerous fronts around the world that will indeed affect all of us in the United States. We currently are in the midst of this huge healthcare reform debate which will impact the dental industry.
Yet through all of this unprecedented turmoil, we also have had to fight for our economic survival. We all know folks who have lost their jobs, or their homes or their companies. For those of you who have survived, it hopefully is comforting to breathe a sigh of relief and look ahead with a positive outlook. Certainly in the past that is what we have done. This recovery (if indeed we are in one) is fragile. Job creation is currently non-existent even as we see real growth in the economy. Confidence is very crucial in a recovery and there has been very little evidence of it lately. I am sure that your customers are nervous and uncertain about the future. Many have tightened their hold on their finances waiting for signals that it is fine to go back into the water.
There is some good news in all of this. The dental profession has survived relatively well. Healthcare is one of only two industries (education being the other) where there actually has been job growth throughout this recession. While spending may have been down, it is good to know that money is still there – it’s just being hoarded. As we move forward through the recovery, I am confident that consumer demand for services will re-appear, which should give the dentist some needed confidence. The industry is also banding together proactively with its Oral Health Can’t Wait initiative to stimulate activity. Successful reps will be those that can add to their customers’ confidence by offering products, services and solutions. It will be increasingly important for reps to be on top of their game so as to be in position to assist their customers in a troubling economy. Being able to help in decisions that will affect the practice, to knowledgeably present product choices, to understand efficiencies in work flow, to introduce revenue enhancement ideas and to aide in controlling costs are all keys for reps wanting to strengthen their relationships and ultimately grow their business.
2010 will present huge opportunities for those of you who can deliver that kind of value to your customers!
Best wishes for a great holiday season and a healthy and prosperous New Year!
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