Brian Taylor
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Guiding your Customers
By now salespeople have had nearly a year of coping with the economic upheaval that has plagued not only the United States, but nations around the world. The fact that the recession is truly one of the first that is global in nature is important. As we witness the various economic and political developments around us, it is apparent that no longer can we focus simply on what is happening within our own borders. Globalization really does impact all of us. Offshore suppliers and products are finding increasing acceptance in our domestic market. And it isn’t just in “low-end” products and services. This issue’s cover story deals with the changes taking place in the dental lab arena. Not only is consolidation happening here at home, but the foreign labs are a growing factor as well. To write these competitors off as only providing an avenue for cost conscious dentists might be a mistake. China and other countries today have access to the latest materials and technologies from manufacturers all over the world. So they perhaps are not just eating into a dying market of old technology and materials.
As a salesperson, on one hand, it really isn’t about selling widgets to an account as much as it is being able to understand that customer’s business and then striving to learn how best to help that customer’s business run smoothly. Making oneself aware and conversant on the issues that impact your customer’s business (and ultimately yours) will, on the other hand, result in your selling them many widgets.
Typically, the fourth quarter is the time of year when equipment sales flourish as dentists take advantage of year-end “deals” as well as the tax breaks offered on equipment purchases. This year’s season will be interesting to see if we can learn anything about the relative strength of the economy and the industry as a whole. Will we see a rebound in what has been a slow year for equipment, or will customers continue to delay and put off investments that would enhance and grow their practices?
By now, most everyone is pretty familiar with the Section 179 tax benefit which originally was established in 1981. But as our article in this issue points out, 32 percent of dentists in a survey weren’t very clear on how it affected them. I would also guess that many of you are unaware (as I was) that some of the generous incentives that have been in place will be reduced after 2009. Thus, this last quarter just may be the best time for your accounts to take advantage of the current allowances. I’d bet that those who can educate their customers on this aspect stand a great chance of capturing those equipment sales!
It all adds up to the same message. Increasing your value to the customer increases your sales and strengthens a relationship, which makes it harder for a competitor with a cheaper price to come in and “steal” your customer. We know that if you win a customer on price alone you can lose them in the very same way.
We may have weathered the worst of this recession. Those that can guide their customers through the recovery by helping them carefully manage and grow their business will likely be rewarded handsomely as the industry recovers in 2010.
Best of luck in making that happen!
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