I have a doctor client who is always trying to save a nickel by buying supplies on the Internet. Like most dentists he is very frugal. I’ve told him over and over that saving a nickel won’t really grow his practice. But, building a strong relationship with a great dental supply rep just might.
Don’t Sweat the Commission
For a lot of doctors, the main concern about working with a sales rep is that their commission will drive up costs. Yes, you may be spending a little more money upfront but the total value of buying from a rep that you can count on makes that increase negligible.
Good Reps Aren’t Out to Rip You Off
It is possible to get ripped off by a sales rep. You’ll know they’re ripping you off if they charge a premium for the relationship and make promises about saving you a ton of money. A good rep will say, “I’m going to be competitive across the board and make sure you know I’m treating you fairly.”
Not all sales representatives are the same. You can find one who cares more about you, your business and your success than making a few dollars on commission.
The Benefits of Working with a Sales Rep
If you’re having one of your team members spend their time managing supply costs and inventory, and you’re paying them by the hour, the amount you’re spending is going to be more than what you’ll save by shopping cheap online.
Your sales representatives have access to educational materials, protocols and procedures that you are not going to get anywhere else. Even if you manage to track down information on the Internet, it won’t be specific to your practice.
Sales reps are making trips to dozens or even hundreds of offices every month. They’re seeing exactly what other successful practices are doing and that’s information and expertise that they’ll bring back to your business.
Because they’re spending so much time in other offices, sales reps are also a great source for finding potential new hires. They might know of someone excellent who isn’t happy in their current office but could be a great fit for yours.
If you run out of a supply, material or product, your sales representative can normally get something off the shelf for you by the end of the business day. Most of them won't even charge you the shipping cost that you would incur through a website or an outside source.
Lastly, your sales rep is an endless Rolodex of contacts and support. They have done the due diligence and have created trusting relationships with other vendors and suppliers. They’re not going to risk their reputation and relationships by referring someone to you who isn’t going to do a quality job.
Continue to Build on that Primary Relationship
Your sales rep isn’t the only person you need to know. Put some energy into developing relationships with the brand manager or other executives in the representing company. Collectively, they possess a wealth of information, support and education to help you grow your practice.
Do you have a great Dental Supply Sales Rep? Leave a comment below and tell us what makes this person such an invaluable resource to your dental practice.
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