Brian Taylor
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A Meeting of the Minds
Having attended the Chicago, Yankee and Hinman dental meetings, I spoke with many exhibitors to get their take on the relative value of these shows. The DTA recently issued a report suggesting that there are inherent inefficiencies for exhibitors relating to cost, downward trends in attendance, etc., so I was interested to hear their comments. I was somewhat stunned to hear that virtually no one made money at these shows. When asked why they continue to attend, the most common responses exhibitors gave were that they had no other way to reach the dentist, or they were afraid not to attend because their competitors were present.
The cost of these shows is not only measured in dollars - time is a greater expense. These meetings are supposed to provide education opportunities for dentists, while at the same time creating a commercial environment for the supplier community to be closer to the customers. In a different time and place, these meetings might have been the perfect solution. But no longer. With the Internet providing a far more efficient path for dentists to earn CE’s, fewer are compelled to attend these events.
As for the market side of things, one exhibitor stated that they had to be there because they needed to "get to the dentist." A better way exists - distribution.
Our cover story is about what manufacturers and distributors need from each other to be successful. As in any relationship, neither side is perfectly happy with the other. Manufacturers who lament that distributors are "order takers" and don’t provide the value they need are going to be right if they aren’t willing to invest in training and educating distributors on how to sell their products and services. Talk about a self-fulfilling prophesy!
Distributors who aren’t willing to work with their suppliers and make themselves better will only perpetuate the chasm that often exists in the channel.
It may sound like an oversimplification, but I’ve seen the dynamic at work in the medical distribution world. The manufacturers that seek solutions will accept the imperfections of their partners and move forward with programs and investments in helping them improve. And the distributors that seek to maintain their margins and grow their business will do the same. In short, everybody wins!
Brian Taylor
Publisher
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