Franchising Today - Fall 2016 - 75

DENTSMART

	 Dentsmart's	 relationships	 with	 insurance	 partners	
are	also	important.	The	company	specializes	in	responding	 to	 small	 storms	 and	 single	 claims,	 and	 it	 has	 built	 a	
network	 that	 stretches	 from	 Minnesota	 to	 Georgia.	 It	
is	owner-based	and	not	broker-based,	and	it	believes	in	
establishing	a	limited	number	of	partnerships	with	franchise	owners	and	investing	in	training	PDR	technicians.
	 "When	we	first	expanded,	we	focused	on	license	agreements	that	would	allow	the	use	of	our	name	and	provide	
some	guidance	and	direction,"	Whitton	says.	"Now	we're	
entering	 into	 franchise	 agreements	 to	 ensure	 the	 same	
high	level	of	service	across	our	territories.	That	helps	us	
serve	 body	 shops	 and	 insurance	 companies,	 and	 it	 gets	
everyone	on	a	standard	successful	marketing	program."
	 Dentsmart	is	diligent	about	franchise	partnerships.	It	
now	has	a	presence	in	about	a	dozen	markets	with	only	a	
handful	of	franchises.	"We	are	very	particular	about	who	
we	bring	in,"	Debbie	Haxton	says.	"They	first	go	through	
a	one-year	license	agreement,	and	we	show	them	how	to	
market	the	business."

	 Dentsmart	 also	 helps	 franchisees	 keep	 busy.	 If	 work	
is	 light	 in	 some	 markets,	 it	 can	 provide	 opportunities	
for	technicians	to	work	in	busier	markets.	"It	works	the	
other	way,	too,"	Debbie	Haxton	says.	"In	oversaturated	
markets,	we	can	supply	franchisees	with	approved	technicians	to	help	handle	the	workload."
	 The	company's	efforts	to	provide	value	to	franchisees	
are	 ongoing.	 It	 has	 created	 estimating	 software	 body	
shops	and	insurance	companies	can	rely	on,	and	it	provides	 that	 system	 to	 franchisees.	 Now,	 it	 is	 working	 on	
sales	and	marketing	software	for	franchisees.
	 Dentsmart	 knows	 its	 franchisees	 need	 territorial	 exclusivity	 to	 succeed,	 and	 some	 parts	 of	 the	 country	 are	
not	 conducive	 to	 the	 PDR	 business.	 But	 the	 company's	
business	model	has	proven	to	be	viable,	and	it	is	excited	
about	its	continued	prospects	for	growth.
	 "We	have	a	niche	with	very	little	competition,"	Whitton	 says.	 "There	 is	 potential	 for	 growth	 in	 our	 newer	
markets,	 and	 we	 will	 add	 markets	 when	 we	 find	 the	
right	partners."	

Support SyStemS
Dentsmart	believes	providing	value	to	franchisees	is	important.	The	company	helps	with	marketing	to	insurance	
companies	in	all	of	its	territories.
	 "We	have	contacts	that	get	us	in	the	door,"	Dave	Haxton	says.	"From	a	corporate	standpoint,	we	are	constantly	 in	 contact	 with	 insurance	 companies	 through	 email	
newsletters	and	postcards	to	home	offices	and	front-line	
adjusters.	We	also	conduct	in-market	seminars	for	insurance	companies	on	our	services."	
	 That	help	extends	to	body	shops.	Dentsmart	provides	
franchisees	 with	 a	 highly	 accurate	 list	 of	 body	 shops	 in	
their	territories	so	franchisees	can	make	contact	and	introduce	the	PDR	services	to	the	market.	
	 "When	 we	 enter	 a	 state,	 we	 commit	 to	 go	 anywhere	
even	for	a	single	hail	car,"	Debbie	Haxton	says.	"The	corporate	office	helps	soften	the	market	by	contacting	body	
shops	in	the	same	way	we	do	insurance	companies."
	 PDR	 technician	 training	 is	 another	 way	 Dentsmart	
provides	 value	 to	 franchisees.	 Technicians	 can	 go	 to	
Dentsmart's	Illinois	and	Tennessee	training	facilities	at	
no	cost.	"When	a	trainee	is	in	our	program,	they	can	practice	 as	 they	 continue	 to	 work	 their	 current	 job,"	 Dave	
Haxton	says.	"If	they're	too	far	away,	we	create	satellite	
operations	using	our	established	technicians	and	educating	them	on	training	procedures	so	they	can	train	people	
in	other	markets."
FALL 2016

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Table of Contents for the Digital Edition of Franchising Today - Fall 2016

Contents
Franchising Today - Fall 2016 - Cover1
Franchising Today - Fall 2016 - Cover2
Franchising Today - Fall 2016 - 1
Franchising Today - Fall 2016 - Contents
Franchising Today - Fall 2016 - 3
Franchising Today - Fall 2016 - 4
Franchising Today - Fall 2016 - 5
Franchising Today - Fall 2016 - 6
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Franchising Today - Fall 2016 - Cover3
Franchising Today - Fall 2016 - Cover4
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