In with the New
By Gary W. Price, CEO, of Dental Trade Alliance
We welcome a new year, a new decade and a new economy. Things have certainly changed. Methods and practices that have worked in our industry for years are being challenged. In this current economy, resources are precious. Waste and excess are not tolerated.
Consider a paradigm shift like Google. Advertisers now want precise information on potential customers who saw their advertisement. What are the buying habits of these individuals? What are acceptable closing rates or lead generation from advertisements?
A precision-based approach to the dental industry is not new, but gaining momentum. This model is being applied from the distributors’ central office down to individual reps that service dental practices. From this moment forward – the order taker has gone the way of lavish office parties and unlimited expense accounts. Order takers have been replaced by dental office sales consultants and technology advisors.
To become a sales consultant or a practice advisor, sales reps must reinvent their approach to customers. First Impressions has featured articles on this idea in the past. Instead of a typical “sales call,” the rep must assume the demeanor of a consultant and office team member. This applies to new and existing customers.
Make an appointment to sit down with the dentist, office manager and include the hygienist and assistant. Schedule time when the dental staff is not busy juggling patients. Approach each dental practice as a small business. Discuss a planned approach for the year. Ask the staff about problems they are encountering in their practice. Suggest ways to solve these problems. Is it something simple like saving money by buying in bulk? Recommend new equipment (digital technology) to make the practice more efficient. Many practices have noted their bookings are soft as a result of the recession. Suggest ways to attract new patients. Make sure dental practices are aware of the DTA sponsored “Oral Healthcare Can’t Wait” campaign. Demonstrate on your laptop the various tools available (for free) to dental offices at www.oralhealthcarecantwait.com.
Suggest monthly or quarterly meetings to review progress and determine new issues. Many dental offices have reported they welcome a “lunch and learn” session – where a representative brings lunch for the office and there is uninterrupted time to demonstrate a new product. Invite a manufacturer’s representative along for a demonstration. Be creative. Have the dental office see you as the problem solver and an outsourced team member – looking to improve their small business. As a dental office accepts the new role of the distributor rep, expect sales to grow, a greater level of trust will be established and a new level of efficiency will result.
Reinvention requires taking what you know works, integrating new ideas and training your customer to a new way of partnering to improve their practice.
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