As a dentist with over twenty five years experience on both the clinical and sales/marketing sides of the industry, I’ve had the unique perspective of being able to clearly see what works (and what doesn’t) between practices and those looking to do business with them. While my focus is generally on working with dental companies and their reps on how to sell more effectively to dentists by better understanding what’s important to them, I’ve come to the realization that it is just as important for offices to do what is necessary to put themselves in a better position of making the process as efficient as possible.
There is no doubt that there are many resources now available to dental offices, especially online, to allow for them to better research, compare, and purchase products and services. However, I’m sure we would all agree that there is still a strong need for those “face to face” meetings with sales reps and consultants, to get information and to see how a product works. This can occur via an in-office demo, lunch & learn presentation, and/or a trade show conversation. There are many logical reasons why dentists don’t “like” to meet with reps. One of the main reasons and one that is often overlooked, is that most general practices perform dozens of procedures and therefore need hundreds of products (not to mention equipment, software/business programs, services, etc.) to function. It would be literally impossible to meet with “everyone” who calls on them. Then, most dentists complain that reps simply take up too much of their time offering almost too much information to impress them without even understanding their practice situation, then almost “scold” them for what they are currently doing or using, and finally try to get their business almost immediately. There is no doubt that this is true many times. Most dental reps spend the majority of their training learning about their own company, their products, and their competitors. That doesn’t “naturally” translate into an effective sales presentation. It becomes too much about them and their product and not enough about the benefits to the dentist’s practice they are speaking to. Added to this is the overwhelming belief on the sales side of the industry that dentists are not good businesspeople and are “cheap” and only buy on price. Rather than get into a long discussion on whether those beliefs are truly true or not, as that’s an article or seminar in itself, let’s move forward with the consequences of dental companies and reps approaching their sales presentations in that manner. What we often find is the meeting with one rep sounds exactly like the meeting the dentist had yesterday with a rep from another company. They all “sound alike” rattling off all the features of the product and explaining at length why their product is superior to the other company. The result is that dentists and office managers start to say “Here we go again” to themselves and interest is lost as the conversation goes on and then “objection mode” kicks in.
So…what do we do? As I mentioned before, sales reps and dental offices still NEED each other! There are many times when a dentist or office manager wants to, and has to, set up meetings with reps to learn about, or SEE, how a product or service can improve their practices. I say the answer is that dental offices should be getting more PROACTIVE when it comes to working with reps. There is frustration from the dentist because of the reasons previously mentioned and then the rep gets frustrated because dental offices are “indecisive”. Both sides have to do their part. Yes, the reps (and I’ve been working hard on doing this with the trainings I offer) have to better understand the mindset of the dentists they are selling to, as well as being more organized and prepared for EACH presentation and not sounding like a “robot”. And, dental offices….instead of assuming or expecting that reps will be knowing the “right” way to present to you and then getting frustrated, take charge so that the process becomes more efficient and consistent:
When you are setting up time to meet with the rep, here are FIVE suggestions on what to do to ensure a better process and results:
1. Tell the rep EXACTLY how much time you have allotted for them, and ask them if they can commit to that time frame.
2. If there is a specific reason you are interested in their product, tell them what that is up front and then tell them that you want them to be organized to address that situation.
3. Tell them to prepare for their meeting with you by learning as much as possible about their practice BEFORE they walk in the door. This can be by visiting your website to better understand the focus and philosophy of the practice. Plus, if it is a manufacturers rep coming in with their dealer rep, ask them to have their dealer rep give feedback on what the practices preferences are.
4. Ask them if they need anything to do their demo or presentation. Examples can be whether they need to be in an operatory or private office, whether they need a computer and/or outlet, etc. I can’t tell you how many times reps come to offices thinking one thing (or just haven’t thought about it at all) only to find the office isn’t on the same page. Don’t wait for this problem to occur as it wastes a great amount of time from both sides.
5. When the meeting begins, tell the rep what you are looking for, or what you WANT, in ________ product (whatever it is they are selling). In other words, don’t waste each other’s time having the rep go into all 25 bullet points of everything the product does. If you are in the market for a composite resin alternative, and it’s most important to you that the composite handles well, tell them that and ask them up front to focus on it. Most reps come in with an approach of “Here’s why you NEED our composite” instead of “Dr. Smith, what do YOU want in a composite”.
Some of you reading this article may look at these five suggestions and say, “That’s a lot of work on our end”! It may seem so, and the reality is that once you get in the habit of doing this, you are going to see your relationship with the rep dramatically improve! It takes just a minute or two to do what’s listed above, and you will save lots of time during the conversations with reps and then afterwards in reducing the amount of time it takes to make decisions. Hey, you may even start looking forward to the meetings!
There is no doubt that there are many resources now available to dental offices, especially online, to allow for them to better research, compare, and purchase products and services. However, I’m sure we would all agree that there is still a strong need for those “face to face” meetings with sales reps and consultants, to get information and to see how a product works. This can occur via an in-office demo, lunch & learn presentation, and/or a trade show conversation. There are many logical reasons why dentists don’t “like” to meet with reps. One of the main reasons and one that is often overlooked, is that most general practices perform dozens of procedures and therefore need hundreds of products (not to mention equipment, software/business programs, services, etc.) to function. It would be literally impossible to meet with “everyone” who calls on them. Then, most dentists complain that reps simply take up too much of their time offering almost too much information to impress them without even understanding their practice situation, then almost “scold” them for what they are currently doing or using, and finally try to get their business almost immediately. There is no doubt that this is true many times. Most dental reps spend the majority of their training learning about their own company, their products, and their competitors. That doesn’t “naturally” translate into an effective sales presentation. It becomes too much about them and their product and not enough about the benefits to the dentist’s practice they are speaking to. Added to this is the overwhelming belief on the sales side of the industry that dentists are not good businesspeople and are “cheap” and only buy on price. Rather than get into a long discussion on whether those beliefs are truly true or not, as that’s an article or seminar in itself, let’s move forward with the consequences of dental companies and reps approaching their sales presentations in that manner. What we often find is the meeting with one rep sounds exactly like the meeting the dentist had yesterday with a rep from another company. They all “sound alike” rattling off all the features of the product and explaining at length why their product is superior to the other company. The result is that dentists and office managers start to say “Here we go again” to themselves and interest is lost as the conversation goes on and then “objection mode” kicks in.
So…what do we do? As I mentioned before, sales reps and dental offices still NEED each other! There are many times when a dentist or office manager wants to, and has to, set up meetings with reps to learn about, or SEE, how a product or service can improve their practices. I say the answer is that dental offices should be getting more PROACTIVE when it comes to working with reps. There is frustration from the dentist because of the reasons previously mentioned and then the rep gets frustrated because dental offices are “indecisive”. Both sides have to do their part. Yes, the reps (and I’ve been working hard on doing this with the trainings I offer) have to better understand the mindset of the dentists they are selling to, as well as being more organized and prepared for EACH presentation and not sounding like a “robot”. And, dental offices….instead of assuming or expecting that reps will be knowing the “right” way to present to you and then getting frustrated, take charge so that the process becomes more efficient and consistent:
When you are setting up time to meet with the rep, here are FIVE suggestions on what to do to ensure a better process and results:
1. Tell the rep EXACTLY how much time you have allotted for them, and ask them if they can commit to that time frame.
2. If there is a specific reason you are interested in their product, tell them what that is up front and then tell them that you want them to be organized to address that situation.
3. Tell them to prepare for their meeting with you by learning as much as possible about their practice BEFORE they walk in the door. This can be by visiting your website to better understand the focus and philosophy of the practice. Plus, if it is a manufacturers rep coming in with their dealer rep, ask them to have their dealer rep give feedback on what the practices preferences are.
4. Ask them if they need anything to do their demo or presentation. Examples can be whether they need to be in an operatory or private office, whether they need a computer and/or outlet, etc. I can’t tell you how many times reps come to offices thinking one thing (or just haven’t thought about it at all) only to find the office isn’t on the same page. Don’t wait for this problem to occur as it wastes a great amount of time from both sides.
5. When the meeting begins, tell the rep what you are looking for, or what you WANT, in ________ product (whatever it is they are selling). In other words, don’t waste each other’s time having the rep go into all 25 bullet points of everything the product does. If you are in the market for a composite resin alternative, and it’s most important to you that the composite handles well, tell them that and ask them up front to focus on it. Most reps come in with an approach of “Here’s why you NEED our composite” instead of “Dr. Smith, what do YOU want in a composite”.
Some of you reading this article may look at these five suggestions and say, “That’s a lot of work on our end”! It may seem so, and the reality is that once you get in the habit of doing this, you are going to see your relationship with the rep dramatically improve! It takes just a minute or two to do what’s listed above, and you will save lots of time during the conversations with reps and then afterwards in reducing the amount of time it takes to make decisions. Hey, you may even start looking forward to the meetings!
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