Helping Customers Attract More Patients
By Laura Thill
Moving forward in 2009, the economy remains tight, and many business owners continue to look for ways to remain fiscally strong. For dental distributor reps, this means an opportunity to help their customers provide value to their patients, attract new business and set themselves apart from their competition.
First Impressions interviewed Scott Boldt, a sales rep with Midwest Dental (Wichita Falls, Texas), for his views on how distributors can help dentists distinguish their practice and attract more patients.
First Impressions: Based on what your customers are telling you, if it was tough to get patients into the dentist’s chair 18 months or two years ago, how can this be accomplished now, when unemployment is rising? What should dentists be doing differently to attract more patients?
Scott Boldt: In an age when more and more people believe customer service is dying, I see a lot of value in providing stronger customer service than ever before. This may refer to little things, like a friendly welcome from dental staff when answering the phone, rather than answering with the unenthusiastic "dental office" welcome. When times are good, it’s easy to be on cruise control. But when business begins slowing down, it is important for dentists to ask themselves if they have become complacent. Now is the time for them to take that one extra step, which the dentist next door may not be doing. For example, reps can suggest that the dentist make his or her "care calls" at the end of the day to see how patients are doing after a major procedure, rather than having the office staff do this. Patients like to feel pampered in more ways than just receiving a hot towel after a tough procedure.
FI: Do dentists need to distinguish their practice from others more so today than ever before in order to get more patients into the chair? If so, how can they do this?
Boldt: Yes, they do. However, it would be beneficial for the doctor to think outside the box. For instance, he or she shouldn’t advertise in a local community magazine that has 10 other dentists advertising in it. It is too easy to get lost in the mix. Reps should encourage their dental customers to revisit a patient referral reward program. I am referring to more than just a thank-you note for a referral. They should go that extra mile, such as providing a unique gift with a handwritten note. I have been on the receiving end and can attest that it makes you feel great! Reps should also encourage their customers to adapt their practices to their patients’ needs. For instance, dental practices should request more cell phone numbers instead of landlines to confirm appointments. In fact, office staff may send a text message to those clients who enjoy that form of communication. If dentists find out what their patients value, their patients won’t be able to stop talking about them.
FI: How can dental distributor reps help their customers "get more patients into the chair," especially in a strained economy?
Boldt: Now is a good time for reps to remind dentists of their goals. Much like a financial planner, the rep should try to understand what their dental customers are trying to accomplish. We are often told that to achieve a goal, we must write it down. Otherwise it is only a dream. Now is the time to work with dental customers to create, or revisit, their business plans. It is surprising how many dentists are flying by the seat of their pants. Reps should establish a relationship with an accountant whom they can refer to their customers. Furthermore, I have found that the most successful and steady practices have strong roots in the community. Reps should encourage dentists to rejoin the chamber of commerce and provide local realtors with "promo" packs to pass along to newcomers in the area. And, they should reward these realtors heavily for their referrals. Have your dental customers go back to tried and true business practices of building long-term relationships. If this approach works for reps, it surely can’t hurt dentists. Reps should help dentists discover their interests and use that to their advantage. An example is the dentist who leaves work early every Wednesday to watch his or her son’s baseball games. A sales rep should challenge this dentist to coach or referee the games, and then hold a pizza party for the kids and their parents. This is an opportunity for the dentist to socialize with the community and hand out free sports water bottles with his or her practice’s logo on it. These inexpensive steps go far in creating lifelong patient relationships.
FI: What would you say are two or three things that dentists value in their distributor reps? What are two or three things dentists generally do not like about working with their distributor reps?
Boldt: My dad, who has worked in dental sales for over 35 years, told me that exceptional follow-up is one of the most critical components to being a successful distributor rep. I have tried to carry out his advice and have found that dentists value this very much. Just as important, dentists want a rep they can trust, especially when looking for advice on major business decisions. So, I have always tried to be more than just a sales rep in their eyes. Dentists want to hear what their reps really think, not how much commission reps are going to make off of them. If it takes giving up a sale for the rep to establish his or her customer’s trust, this may be the best thing the rep can do for that dental practice. Dentists run tightly scheduled businesses. As such, they will not value a rep who visits the office to tell jokes or gossip. On the other hand, reps must not become complacent by showing up simply to take an order, rather than becoming an active part of the practice. Dentists do not value reps who expect something for nothing.
FI: When patients are out of work or worried about their jobs, what are they most likely to give up?
Boldt: I have asked many doctors this question, and they respond that they see their patients receiving treatment for their needs, not their wants. Cancellations have been my customers’ biggest complaint. Otherwise, patients who have lost their jobs have still been showing up for their cleanings.
FI: During tough economic times, what are dentists most likely to give up?
Boldt: I have found that dentists who were planning on building a new office, adding an operatory or doing some major remodeling have now taken a wait-and-see approach with the economy. Unfortunately, when times are tough, some dentists shop for their supplies through online catalog companies. I think this proves challenging to reps, who should point out to their customers that [surfing the Web to] save on supplies is not a fruitful use of their time. This is a very small percentage of their expenses. Payroll is a much larger expense for them, yet many dentists are top-heavy in staff. Also, reps should only recommend technology for their dental customers that can save – or make – the practice money. An investment in new technology should pay for itself over time. Reps should sit down with their customers and present the savings in writing. They should help their dentist customers be fiscally conservative and not look for ways to make a quick buck. They should find ways to save customers money without them having to ask for this help. And, they should analyze the products they use and suggest less expensive alternatives. As a rep you might make fewer sales, but you establish your customers’ trust and make more sales in the long run.
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