What it Takes
An inside look at what customers want out of their dental reps.
Laura Thill
Top-flight distributor reps know it takes more than a good sales pitch to be a great rep. Today, dentists look for reps who look out for them - their staff, practice, future. They want a genuine team player who can help them achieve their vision for their practice.
"In dentistry, it’s a team effort," says Clayton Davis, D.M.D., who owns a dental practice in the Atlanta, Ga., area. The distributor rep is as much a part of the team as is the dentist and his or her staff, he points out. Davis looks for reps who can help him shape his goals for his practice. "I have a vision of how I want my practice to operate," he says. This includes the types of patients he sees and procedures he performs. "The rep’s role is to keep me equipped and supplied [with the right products] to keep me moving toward my vision of the ideal practice."
Mary Verardi, D.D.S., agrees. For Verardi, who owns a dental practice in Lake Mary, Fla., her ideal distributor rep "is like a member of my dental staff." She wants a rep on whom she can depend for referrals when she is thinking of hiring a new staff member or adding an associate, as well as for office setup and product education. And, the rep’s good integrity counts for a lot, she adds.
For many practices, distributor reps provide a lifeline to the dental community. "Reps are unique in that they are in so many dental offices and really know the pulse and can tell the difference between a well-oiled machine and a practice that’s constantly putting out fires," says Nicholas Hein, D.D.S., who owns a dental practice in Greenwood
Village, Colo. "I have asked my
distributor rep [to tell me] one or two common things he sees in
well-running practices and one or two things common in disaster
practices." This sort of information is very valuable to dentists, he adds.
A fine line
Distributor reps walk a fine line with their dental customers. On the one hand, dentists want to learn about new products and technologies. But, these services must be relevant to their practices. "An excellent rep only brings in products that are valid to my practice," says Hein. "Knowing that a dentist doesn’t do any endo in his or her practice can be useful before the rep brings a sample of new endo files." This happens quite frequently,
he points out.
"I’ve had distributor reps make me feel my best interest is not their concern," adds Davis. "It seems like they’re just out to sell equipment. Others give the message they are there to serve our needs." Generally, Davis prefers to meet with just the distributor rep, rather than a manufacturer/distributor tag team. "I’m busy," he says. "I’m more interested in hearing the distributor rep list the advantages and disadvantages of products." When he is looking to purchase high-tech equipment (e.g. in the price range of $3,000 or higher), he
expects the distributor rep to direct him to his or her company’s equipment manager for more information, adds Davis.
Hein also prefers leaving the manufacturer rep out of the mix when working with his distributor reps. "I don’t think that bringing in a manufacturer rep is a productive use of time," he says. "My distributor reps offer the most value when they answer relevant questions about new products, present timely and efficient suggestions for improving my practice and supply data from comparable practices that can help me make decisions."
Verardi, on the other hand, appreciates any additional information manufacturer reps can offer. "Distributor reps should bring in the manufacturer to help with in-services and new products," she says, adding that she finds the face-to-face contact with both reps helpful.
Many distributor reps can provide "timely, efficient, cost-competitive supplies," says Hein. But, there are some services that reps can offer to set them apart from their competitors, he adds. For example, he relies on his distributor reps to introduce technology that can make his practice run better, faster or less expensively. "If a new technology can help us improve in two of these areas, we’re probably going to adopt it," he says.
In some cases, a new product may cost more, but "it will make a procedure faster and better," says Hein. The ideal rep analyzes the numbers and shows why the extra expense is worth it, he notes. Even better is the rep "who does that analysis before meeting with me." Taking time to evaluate the cost-effectiveness of products before calling on dental customers can help the rep discriminate between winning products and those that may not sell as well, Hein adds.
True, new products are critical to a dental practice, but customer service is equally important in the dentists’ eyes. What distinguishes a great rep from a good one is the ability to stay in touch with his or her customers’ needs and fill those needs efficiently, they say.
Indeed, dentists can’t stress enough that excellent service is key to any rep’s relationship with his or her dental customers. "The days of the order-taker are over," says Hein. "Reps had better find a niche that only they can provide." In fact, Hein says he prefers working with a "marginal rep" from a company that provides great service, rather than a great rep from a company that provides marginal service and a small inventory of supplies. "I figure I will purchase tens of thousands of dollars worth of supplies from the rep’s company each year," he says. "The services [reps and their companies] provide are what [distinguish one distributor] from the next."
Online service
While some dentists enjoy the convenience of online
ordering and communicating with their reps through
e-mail, they wouldn’t trade their computers for a face-to-face visit from their reps. "My assistants like e-mail and online ordering," says Davis. "But, I still like my reps to drop in. And, I prefer weekly visits over bimonthly visits."
"Both types of service (e.g. online and face-to-face) are vital," says Hein. He likes the convenience of ordering products online, but relies on his reps to provide "non-traditional services" and address any questions or concerns he may have. "The beauty of online ordering is that [it frees up time] for my rep and me to discuss [other] things, since we aren’t searching through catalogs and looking for number parts." And, when his assistants place an order online, he is copied on the order and invoice, he adds. "I know exactly what our supply cost and inventory patterns are," he says. "This is a huge advantage."
Hein also favors e-mail over "the voice mail phone tag system." So, when he decided to use a new bonding agent for resin restorations, he simply e-mailed his rep and told him what he was looking for. "He e-mailed me back with three of his top sellers, their Web sites and links to his distributor Web site for pricing information," says Hein. "After two e-mails and about 30 minutes of my own research, I made my decision."
Hein anticipates that dentists will come to rely on their computers and other online services more in the future, including Webcasts, podcasts and other online education tools. "For example, one manufacturer [recently] put out a podcast with information on its new and existing products," he says. "I was very interested in one specific product, and I was able to get all of the information I needed from a 10-minute podcast, which I listened to on my way to work."
He also has taken advantage of Web seminars and interactive videos. "I can have my assistant watch a five-minute interactive video on a new product we may use," he says. "She can watch it on her computer at home, and it [requires] no office time for me to train her. This is a huge success."
What counts
Online education and communications may provide a convenience for dental customers, but some dentists note they can’t replace the service a top-notch distributor rep provides. Sometimes it’s the little things that count. "My distributor rep is very flexible and comes at the end of the day so [as not to] interrupt me from seeing my patients," says Davis. "I’m sure my rep would like to go home at 5:00 p.m., but he stays until 6:00 p.m. for me. This is very helpful, and I appreciate it."
Sometimes it’s the big things that count. "The distributor rep is selling the relationship of trust and value [between the dentist and the rep] that develops over time," says Hein. "Otherwise, the future of dental supplies and distribution will be online [services]."
It’s not easy for reps to hit a home run with their dental customer every time they approach the plate. But, it’s the top-flight distributor reps who strive to hear their customers say: ‘I wouldn’t change a thing about my rep.’ [FI]
Sidebar:
Tips for being a team player
- Be available for brainstorming Some dentists may want to pick your brain on best practices of other dentists. Be ready with this kind of information, but only provide it if they ask.
- Bring what’s best Not necessarily the biggest sellers. Though it’s OK to go for the high-end sales on equipment, understand that dentists will see value in reps who keep an eye on products that benefit the customer more so than the bottom line.
- Keep the relief ready Some dentists like having manufacturer reps come in and explain products. Some don’t. Know what your customers wants as far as education on the products you sell.
- Handshakes over e-mails The Internet and e-mail have their value, but most dentists still prefer a face-to-face meeting.
Sidebar 2:
Meeting Needs
The following are some services that dentists value most:
- Inventory control. Distributor reps should ensure that their dental customers never run out of anything. If their company doesn’t provide a certain product the dentist requests, the rep should facilitate getting that product in a timely manner.
- Office set-up. Distributor reps should be on-site during an equipment set-up to ensure that the right products arrive, and that everything from equipment to supplies is placed appropriately in the office.
- New products. Distributor reps should know what types of products their dental customers are comfortable using, and then bring updates or new products to their attention. Also, reps should be prepared to inform their dental customers of the top three or four products in any product category, from composites or impression compounds to large equipment.
- Billing. Distributor reps should be involved in billing discrepancies, particularly since they know their company’s billing procedures.
- Problem solving. Distributor reps should know how their products work. When dental equipment breaks down, reps must be available to provide same-day service and help trouble-shoot problems. If the rep can’t fix a problem, he or she must bring in someone who can.
- Interpersonal relations. Distributor reps must have a great working relationship with their dental customers’ staffs. If the staff isn’t comfortable working with the rep, neither will the dentist be comfortable.
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