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October 2008 | Modern Hygienist Make or break relationship Your sales rep is your new best friend.
We read our journals every month, and we all see the products featured and advertised in those journals. This can be a great, easy reference to see what is “new.” I love paging through a magazine to see what is out there and what could fit into our practice, what products could help to make our lives a little easier and our patients lives a little better. The dental reps who visit our offices on a regular basis represent another great, often under used, resource for our practices.
We’ve all heard of (or have experienced) front desk folks who warmly put out the welcome mat for patients but then pull it right back up when sales people walk in. Only after intense inspection and questioning are they allowed access to the staff; in fact, many dentists aren’t informed that a rep even stopped by. Let me be clear and emphatic: This is a detriment to the learning curve of your practice. Whether it is a rep from a distributor such as Patterson, Henry Schein, Benco and Burkhart, or a salesperson for a specific company or product, you are missing an opportunity for learning and growth. Instead of paying travel expenses to go to a dental meeting, you have the opportunity to meet with highly informed, helpful reps in short visits in the comfort of your practice.
A practice’s best friend I am a hygienist with 16 years of experience in clinical practice and believe me, I learned very early on what the dental product rep could do for me and for our practice. I worked in several practices where I was responsible for ordering supplies for the dental hygiene department. I had to rely heavily on my reps to help educate me on what would best suit our practice. I had to be financially conscious, always keeping our budget in mind. I had to identify the best deals, but also have a solid grasp on how a product worked and how it could help enhance the practice. After working with several “product reps” in my first few years out of hygiene school, I was extremely lucky to find one to whom I attribute much of my hygiene career success: Vickie Broderson. Ms. Broderson, with Patterson Dental, is an exemplary colleague and friend who looks beyond what she can financially gain from our practice, and instead focuses on how she can help support what we do on a daily basis. I have changed offices over the years, but our relationship has been a constant. I have worked with her in different office settings for about 14 years. In the office I currently work in, she has helped take our practice to the next level by continually bringing in new products and introducing us to products that received great feedback from other practices. When we opened our new office 4½ years ago, she took personal time to come into the office three days straight and opened each and every box herself. She labeled our shelves, organized everything and made sure every new product was put away in the right place. It was a very overwhelming time for our staff—with the packing and moving from one location to another—but with her help, everything found a place, and we could focus on the training needed for our new software and equipment.
Because of our relationship with Ms. Broderson, we’ve taken steps that cement her status as part of our team as opposed to a rep from the outside. She’s flown with us to an annual meeting of the ADA, and even went with us to Oregon when we visited A-dec to choose new equipment. When we have an office outing or party, she is always invited. We appreciate our mutual commitment to one another and the practice, and really look at her as a trusted friend. When I need information on a piece of equipment or new product I know that I can ask her—if she doesn’t know about it, she will find out about it. She’s also great about getting me samples so I can make a decision for myself as to whether we should bring it into the practice. I have even had an occasion where she called companies she doesn’t even work with, all on my behalf. She is an amazing example of how a great rep can enhance your practice and your career.
I do have several other reps who I work with consistently, and all of them bring me samples and supplies on a regular basis. I make sure that all our reps have an opportunity to talk with us every time they come into the practice, and I make it my responsibility to always ask them what’s new. I love when they show me what they have and educate me on the new research on each product or supply. I have tremendous respect for all of my reps and enjoy the interaction with each of them. I encourage everyone to break down the “Great Wall of China” at the front desk and spend a few minutes with your reps. Lunch-and-learns, for example, can be very beneficial for the entire staff and can help get all team members on board with what your reps can offer. If you don’t have exceptional reps, get new ones. And if you do have good reps, reward them with your time!
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