Dentaltown February 2018 - 16

professional courtesy
column

Do Sales Reps Still Matter?
Did I write that headline to elicit a reaction? You bet. Do I think this is a legitimate
question to ask? Yes, now more than ever. For
years, I've discussed technology's influence
on our profession and have written a number
of columns on the ongoing saga of Amazon
and its relationship to our industry. In many
ways, the explosive growth of Amazon and
the shrinking of bricks-and-mortar retailers
has been an ongoing debate since the fi rst
internet bubble burst. In fact, according to
a recent report from Bloomberg Businessweek,
of the four major retail peers with an online
presence-Target, Best Buy, Walmart and
Amazon-Amazon captured a whopping 89
percent share of spending during the five-week
shopping period that started on Thanksgiving.
According to CNBC, nearly 7,000 retail store
closures were announced in 2017, a 229 percent
increase from 2016. And now, starting off
2018, Sam's Club plans to close 63 stores
around the country.
What does this have to do with your
dental practice? For starters, it's likely that
you have a relationship with one of the major
distributors and at least one sales rep who visits
your office regularly. If you manage to buy all
of your supplies from faceless entities, you're
likely to meet with a sales rep the next time
you buy a piece of equipment bigger than a
suitcase. If you use any name-brand dental
products from companies that employ a field
sales force, then you've likely been visited by
a sales rep. The point is, you have-and will
continue to have-a relationship with one or
more sales reps. Back to the question posed
in the headline: They absolutely still matter.
My first experience with a dental rep was
when I opened my practice in 2002. I selected
Henry Schein for my equipment, supplies and
practice management software. I'm proud to
say I still do business with the same supply rep
after 16 years! This is a testament to his focus

by Thomas Giacobbi, DDS, FAGD, editorial director, Dentaltown magazine

16

FEBRUARY 2018 // dentaltown.com

and swift handling of anything that needs his
attention. It's no surprise that he is one of the
best in their company.
I recently purchased a new piece of
technology from Henry Schein and spent a
few hours in my office with the company's
technology rep, who showed me how to use
the device. The time he spends answering my
questions after the sale is proof of his value to
my practice. His demonstrated commitment
to my satisfaction will not only build value in
my purchase, but also set him up as a primary
resource for future investments. In fact, during
his visit I told him that he was a big part of
my decision, because he had many years of
experience with this technology. I knew there
would be questions as I incorporated this into
my practice. I was also reminded through our
conversations of what can happen when a less
competent rep is involved with a transaction.
We exchanged stories of dentists who vowed
to avoid certain companies because of a poor
service experience.
This was certainly not my first experience
with a terrific rep. In my December 2014
column, I described the terrific team from
Patterson Dental who coordinated the purchase
and installation of seven rooms of new A-dec
equipment. The purchase, planning and
installation were a team effort. My Patterson rep
was such a big help coordinating the team that
when he moved to Benco, so did some of my
business. Personal relationships like these cannot
be duplicated with a mouse and keyboard.
There are two levels of product success: First,
they must perform as advertised, and second,
they must be supported by knowledgeable
people who ensure your success.
If you have stories to share about the dental
reps in your life, please share them in the
comments section of this article online. You can
also reach me via email: tom@dentaltown.com
or on Twitter: @ddsTom. ■
http://twitter.com/ddstom http://www.dentaltown.com
Table of Contents for the Digital Edition of Dentaltown February 2018
