I've been a dentist and sales executive, trainer, and consultant for over two decades now, and have had the opportunity to work with hundreds of companies and thousands of reps. I truly have a unique perspective on the industry and that's helped in understanding why most dental companies feel they can't seem to reach their sales projections (or anywhere close to them). The purpose of this post is to offer the 3 main reasons why this is so. And...just so you know, I don't have the ability here to explain all the details behind this "list". However, take a look and if you'd like to know HOW to then break through all of this, I would urge you to consider taking my "How to Sell to Dentists" workshop or bring me in to work with your team at National or International Sales Meeting or at your headquarters. 

I guarantee you will be amazed at how easy it is to turn things around!

Let me start off by saying what I always have said and truly believe...most companies do a good job at training their salespeople in three areas: their company, their products, and their competitors. The PROBLEM is that the missing piece is: truly understanding the mindset of the dentist..why do they buy and what gets their attention?

1. You are doing what everyone else does! Ok, I can go on and on about this, but let me start by saying that I have the opportunity to observe dozens of dental manufacturers at their annual sales meetings work their sales teams by having them do "role playing" exercises. (one is the dentist and the other is selling their products to them). While this generally "satisfies" everyone (reps, managers, and company executives), the honest truth is that rarely translates into anything (sales-wise) "out in the field". If I were to "close my eyes" and not "see" which company I am watching, I couldn't tell one company from the next. The role playing all sounds the same, and the people who "play the dentist" don't (and it's not their fault) come close to communicating the way it really is. The main problem is that companies and reps are basing their "pitch" on two things which are somewhat totally "unrelated" to one another: "Dentists are cheap" (and therefore we are going to get them by offering our "special") and "Let me tell you why our product is the best" (better than our competitor). This combination doesn't work for a bunch of reasons. Let's not even get into how every company also tries to "get past the gatekeeper", sell at trade shows, and do lunch and learns the same way. Even how you leave information and follow up is pretty much the same as the same competitors you are trying to distance yourselves from. Hello? This is SIMPLE to change. The cardinal rule of selling to dentists is: Understand how they think and do what the others don't. I can teach you how.
2. Your marketing department doesn't understand their audience! Besides the fact (although very important and a topic to cover at a later date) that most mid to large sized dental companies have a serious "disconnect" (meaning they don't communicate) between the sales and marketing deparmtents when they should be in synch with their messages and objectives, here are some numbers to consider. I've done hundreds of surveys and evaluations on marketing campaigns. Let's just take a look at advertising in dental publications. Take Dental Economics. One issue may have dozens of full page ads from various manufacturers, dealers, consultants, etc. My latest survey shows that 73% of dentists READ only 1-3 ads per issue! How about this? I had 500+ dentists "rate" over 200 dental ads giving them a 1-10 ranking (10 meaning it's a great ad, and 1 meaning it's a poor ad). Only 12% of the ads scored a 7 or higher! Finally..this: When asked why they didn't read more ads, the top 3 answers/results were: 55% said nothing stood out about the ad, 24% said "they don't relate to my practice situation" and 11% said "they take up too much of my time". Thetranslation of these 3 top responses are: "there wasn't a message or headline that caught my attention (or they were boring), "it was about them and not about me", and "they are too confusing/busy" respectively. The end result: Tens (or hundreds of thousands) of dollars are being wasted because the marketing department doesn't "get" what turns a dentist on...what's important to them...what gets their attention. Let me ask you this...do you actually have a dental person look at your ads before you release them to the publications to use? If not, you should! How difficult is it to do that, and potentially SAVE tons of money and get double or triple the responses?
3. You are hiring the wrong people! I also provide recruiting services and work directly with HR Directors, VP of Sales, and CEO's on a regular basis, and to be brutally honest, I'm amazed at the selections being made out there (and the process behind them). I'm also amazed at how many companies completely "rule out" certain "types" of people based on completely outdated philosophies. This is true when hiring reps all the way up to managerial and top leadership positions. Tons of people just "hop" around and get recycled from company to company because they have "sales experience". First and foremost, do they UNDERSTAND the industry and/or can they learn the industry (not your products)? Pushing aside these standardized personality profiles/tests being used ad nausem, do they have the right "attitude" to succeed? Dentistry is a unique field within health care, and selling/marketing to them is different. I can look at a team of 50 people, and within 10 minutes pick out who has it and who doesn't. I can also look at a bunch of candidates and do the same. You've heard the expression keep doing the same things and you'll get the same results. It's time for dental companies who have progressive and innovative product lines to HIRE along the same thinking that you put into developing new products...think a bit outside the box.

Again, if you'd like to make the shifts necessary to start seeing much better results (and really learn how to grow organically), contact me!

Here's the bottom line...MOST companies I work with say they aren't getting anywhere near the response they want or need from their advertising/marketing dollars. They blame it mainly on "dilution" --- there are simply too many places to advertise and dentists don't/can't read everything anymore. Some of this is true. However, regardless of how much of it is the case, the bottom line is that you still NEED to market and still NEED to see results. Therefore...you have to get BETTER at what you are doing.

I've kept this post and list simple but it can SAVE YOU HUNDREDS OF THOUSANDS OF DOLLARS in the long run. Review it, and contact me. First, the numbers/stats don't lie. My latest survey shows that 73% of dentists READ only 1-3 ads per issue! How about this? I had 500+ dentists "rate" over 200 dental ads giving them a 1-10 ranking (10 meaning it's a great ad, and 1 meaning it's a poor ad). Only 12% of the ads scored a 7 or higher! Why? I will tell you why once you look this list over and contact me.

Second, for some reason, most companies don't ask to get feedback/evaluation before submitting their ads (and spending their money) from dental professionals who understand why their colleagues buy. I can do that for you at a very modest cost. I can do this privately or, if you aren't convinced, you can come initially to one of my live 1.5 day NYC workshops "How to Sell to Dentists" (See HOME page of this website for next course dates) 

Here's the list of "mistakes" being made. They aren't in any particular "order" per se, but all are important, and many marketing pieces combine several of these, giving the synergistic (negative) effect of less results!

1. Too creative, which results in confusion. If it takes too long to figure out what is going on, you lose. I know you get paid to be creative, but...simpler is better. It's the message, not how pretty or "clever" your ad is.

2. Brag about themselves. Everyone says their product is the best. Dentists aren't stupid. Not everyone can be #1 and even if you are #1, the "message" gets lost. It's not about you, it's about them!

3. Too busy (you don’t need to list all 30 procedures you do with a laser)! You've got 1-2 seconds to get their attention. If it's too cluttered, they will move on.

4. Too scientific -- surprise!

5. Create a “price war” without realizing it

6. When leading with testimonials, they are too long or in a font (or italicized) making it difficult to read.

7. Don’t make top 1/3 of ad a question or statement that gets dentist to say “What’s this?” or “Hey, that’s me!”

8. Bury the most powerful messaging in bullet points way down the ad

9. Don’t create an urgency to respond

10. The ad does not fit into any of the “most important” to dentists list. (want the list? Hire me or take my course!)

tonydmd@gmail.com

646-375-2067

It doesn't matter what you are selling to dental offices. In order to be super successful, you have to know how to handle ALL of the 11 areas listed below. If you want to learn how, attend a "How to Sell to Dentists" workshop (see HOME page on this website for next dates). Or, contact me to work with your company/team directly!

1. We don’t know our target audience and go after “any dentist”
2. We don’t prepare properly before we meet/speak with them
3. We don’t know what types of questions to ask
4. We tell them about all the mistakes they are making
5. We are lousy listeners
6. We are too “formal” and not friendly enough initially
7. We think they will buy based on logic once we impress them
8. We don’t have enough patience
9. We focus way too much on ourselves
10. We aren’t clear as to what influences their buying decisions!
11. We have to get in front of them in the first place!