A Growth Industry
One man’s dream becomes his family’s mission
By Laura Thill
When Roger Abigt started Midway Dental Supply (Lakeville, Ind.) a quarter century ago, he did so with the intent to provide personalized service on a small-scale level. "It was his vision to create an environment in which employees could enjoy their jobs and provide an exceptional level of personalized service for the dental community," says daughter Dawn Metcalf. Together with founding partner Richard Tuttle and two field sales reps, Abigt began his venture in a small warehouse in downtown South Bend, Ind. At the time, his wife, Jacquelyn, was a stay-at-home mother for their three children; Dawn (Metcalf), Jeffrey and Jennifer (Woods). Although she enjoyed her time at home with her children, Jacquelyn agreed to assist her husband as a secretary until the business took off.
"What began as my dad’s dream became their dream together," says Metcalf, who currently oversees the financial and sales responsibilities for Midway Dental Supply. "My mom ended up staying [with the company] and eventually moved into payroll and accounting. My parents enjoyed their time together, driving to work and growing the business."
Meanwhile, the Abigt children were "forced" to come in after school and stock shelves, recalls Metcalf. "Dad tried to get us involved in any way he could," she says. "He encouraged me to try telesales, but I wanted nothing to do with the dental industry at that time! My brother, Jeff, did join the company straight out of college, while my sister, Jennifer, and I tried other things before returning to the business."
Metcalf started out in the purchasing department for three or four years before moving into sales, and eventually management. "Especially since I was the boss’ kid, it was
important that I learn every aspect of the business, including the tooth counter, filling orders, shipping, etc.," she says. "Today, our family makes corporate decisions together, but much of the finance and sales decisions are my responsibility."
Over the last 25 years, Midway Dental supply has grown to include 28 employees (including 10 merchandise reps and four equipment sales reps), and has expanded its territory from northern Indiana and southern Michigan to include the entire state of Indiana and parts of Illinois. In 2000, Abigt added a branch office in Indianapolis, Ind., to service the lower part of the state, and in 2006, he added a branch in Joliet, Ill., to service the northeastern part of Illinois.
"Our original mission was to be a full service dealer and bring personalized service to each and every one of our customers," says Metcalf. "That hasn’t changed one bit. We provide all services for dental offices, including computer software and hardware, high tech dental equipment and office design."
Midway Dental Supply is proud of its service technicians, and ensures they get the education they need to stay current, but it can be difficult to send them off for classes when the company depends on their expertise so much. In fact, one of the company’s technicians was stationed in Iraq with the National Guard. Metcalf hired his brother to take his place while he was gone, and upon his return, she promoted him to service technician. "We joked with him that we couldn’t fire his brother when he returned," she says. "But, we were all on pins and needles while Thomas was gone. In a small company, we all know one another’s families."
Challenges to meet
The dental industry has changed over the past 10 to 15 years, notes Metcalf, but the change has been for the best. "Dentists are stretched thin today," she says. Whereas they once had more time to meet directly with sales reps, "nine out of 10 times, we now talk with the office buyer or assistant. And, phone and Internet orders are much more common." Today, dental customers are looking for consultants, not just order takers, she adds. "But I think this change is good." It forces distributors to ensure their sales reps are well trained to service customers. "We provide our new reps with a four-to-six-week training course, with 1-on-1 training," she points out. "I refuse to send out any sales reps without a good understanding of their dental customers.
"We really work to earn our doctors’ business," she continues. "Our greatest challenge has been getting dental customers to understand that, like them, we are a smaller local business, and that we can work together to make both our businesses grow.
"Maintaining a high level of training for our reps also can be challenging, and we make a conscious effort to do so," she says. And, keeping up with growth and sales can also be challenging. We may see double-digit growth one year, and yet [feel pressure to provide] more double-digit growth the following year."
Service first, always
Metcalf credits her father’s timing in starting a business for much of Midway Dental Supply’s later success. "We were blessed that my father started the business when he did," she says. "His timing was perfect." Today, it can be much more challenging [for newcomers] to get customers and product lines, she explains. But, for those thinking of starting a distributorship in the current market, "work hard and be passionate about it," she advises. "Find your niche and stay focused."
For Metcalf and her family, that focus continues to be strong, personalized service. "We continually sit down with our dental professionals and ask them, ‘What’s important to you? Rebate programs? Best level of VIP service?’ The response is different for every customer. We talk to them and come up with a program tailored to each dentist’s individual needs. This has sustained us for 25 years."
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