Asking the Tough Questions
How a little Q&A can help in your 2010 planning
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.
While discussing this year with a few sales reps in a recent training program, we hit on a few points that tend to come up at the end of the year: what have you done this year, and what will you be doing next year? This question comes to sales reps when talking with their managers, and also in offices as everyone plans for the coming year.
There has been much talk of the economy and changes in healthcare this year. The challenge in the current climate is to prevent stagnation, to prevent thinking like everyone else does. At minimum, this forces a close look at not only day-to-day operations (your own and those of your customers), but also a close look at growth.
Although it may seem simple, it is never easy. As adults, most resist change and growth. It means moving away from typical habits, easy returns on effort, and disturbs overall equilibrium. I doubt anyone reading this column can say that a major change that improved business or life was easy.
So, where to begin? The four major areas in dental sales involve product, equipment, technology and productivity.
Products
What products are tried and true in the practice? What areas cause issues in use? What products can be suggested in their place? Do you understand how these products are used? Do you understand the technical sensitivity of different products in a dentist’s hand?
Equipment
What equipment is worn in the practice and needs replacement? Does the office need a preventive maintenance check to prevent costly downtime? What service issues have come up in the past year? Have you talked with your service technician about the needs of your offices?
Technology
What technology is each of your customers using? What do they have interest in? What are they learning more about? How will they integrate the technology into the practice? How will it save them time, or how will it affect their overall practice?
Productivity
This is the area most often overlooked. Where can an office be more efficient? Unsure? Ask them. What products, equipment and technology will save the day? What can you offer as pointers to help a customer save time?
For your own business, ask yourself the following:
- Products. What do I sell? Do I have a standard "product" line or am I an order taker?
- Equipment. How do I present what I have, and how is it different from the competition?
- Technology. What technology do I utilize to organize my time, accounts and follow-through?
- Productivity. Am I as productive as I can be? Do I utilize all resources to the full potential? Do I have a proper support and resource system in place when I don’t have the answer I need?
Before 2010 begins, reflect on 2009 and the differences you and your customers will have to make to foster change. Have the conversation. Make contact. Ask the hard questions. If you don’t, someone else will
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