In a Digital World, Partner Relations Matter
As technology continues to advance in dentistry, the relationships we have with our partners and vendors have had to adapt as well.
Over the last decade, we have transitioned to mostly online ordering platforms, automated inventory tools, virtual demos, and, dare I say it, virtual contact with inside sales representatives located across the country. The day of sales reps going door to door has all but passed, but it remains an important part of our business.
Dental managers and doctors still need partners with whom they can form close business relationships—a team they can call that possesses the institutional knowledge to resolve any task or issue quickly and personally.
1. Product Insight
Despite their convenience and usefulness, digital platforms can leave you staring at a screen, frustrated by the uniformity in appearance, feel, and cost. How do you pick between two identical things?
Convenience can’t replace the value of a quick call to a distributor representative to ask questions you may have. Are you curious about the number of returns or complaints a product has received? A representative can offer quick responses. If they don’t know the answer, they will reach out to the manufacturer for more information, saving you time on the phone. At times, this can even result in manufacturers offering bundle deals or discounts that the digital world cannot.
For example, we recently purchased a new autoclaving unit whose dimensions matched the size of the unit it replaced. Although we thought this would be a perfect fit, we quickly found that a seemingly minor difference—like where a bag was loaded on each unit—could considerably slow down our operations.
In hindsight, I realized these were details I could have verified with a representative prior to the purchase. That close business relationship could have provided insight I had not considered and saved hours of frustration in the office.
2. Collaboration and Patient Experiences
Keeping up with the constant changes in products, techniques, and guidelines can be daunting and overwhelming. A relationship with a distributor or product representative can be invaluable.
These individuals are trained not only to sell the product but also to use it. Their knowledge can alleviate stress about the unknown.
Sharing knowledge between representatives and offices creates opportunities for growth as well. Our growth allows us to reassure patients that our doctors and teams have top-notch tools and skills.
3. Support and Troubleshooting
You have an error message that keeps popping up, and you’ve been on hold with a third-party company for 45 minutes regarding a new piece of equipment. Who has time for this in a busy practice? What is the patient experience while you wait on hold—is the office now behind, with several people frustrated?
We don’t have to have these negative experiences. A local representative can often handle these issues for you. They can quickly identify the issue or leverage their closer relationship with the manufacturer to expedite a response. Many times, the representative has seen it before and can walk you through the fix themselves. If you didn’t have that personal relationship and direct contact, you wouldn’t have that option.
Anyone who has worked with Dan Nortrup from Ivoclar Vivadent knows what I mean; that man will show up with an extra machine just in case he can’t solve your problem on the spot! He goes out of his way to make sure an office does not have to sit on hold unless it is out of his control.
4. They Actually Work FOR You!
Okay, so maybe they do not actually work for you per se, but they do rely on your business. The happier you are as their client, the more you will turn to them for your business needs.
We always want the biggest value for our investment, and you cannot put a price tag on tech support that answers the phone or shows up in the office to help right away. Sometimes they walk in and offer personalized deals and specials—and if you’re really lucky, snacks!
5. Human Connection
In an increasingly digital world, business partnerships that show up for you hold high value. As office managers, we find ourselves putting out fires, coaching the team out of starting them, and sometimes even starting them ourselves.
The relationships I’ve formed with distribution and manufacturing representatives make my job easier. Many times, a representative has shared insights into how a product is working for other offices. Knowing we all share many of the same issues helps us feel more connected and reassures us that things will be okay.
A quick conversation with a representative has guided many of my office decisions on products, and the shared investment in the outcome strengthens these relationships further.
Build Stronger Vendor Relationships
Bring back human connection in business and build up your relationships with manufacturing and distributor representatives. Let them help keep you and your practice informed, up-to-date, and competitive in this field. You can set your own boundaries on these relationships while still knowing you’re supported.
I have let my representatives know when and how it is most convenient for me to meet with them. Some have my cell phone number and know my best days and times or how much advance notice I need for scheduling. One vendor even pops into the office and drops off information if I’m unable to meet with them that month.
The best part about these business relationships is that they can be personalized around what works best for you and your practice. An online help desk could never.
I will always advocate for creating these relationships so you have people you can rely on, just as your team relies on you.
About the Author
Holly Sadowski, DAADOM
A seasoned professional in the dental industry since 2003, Holly currently serves as Chief Operating Officer for a prominent multi-location dental practice. In addition to her executive leadership role, Holly leverages her extensive expertise to provide strategic training and specialized consulting services to regional dental offices.
With a focus on accounts receivable management and corporate communication, Holly is passionate about cultivating growth across all operational facets of dental practice management. Her commitment to the professional community is further evidenced by her role as Vice President of the St. Louis Dental Connection (DPLN).
Beyond her professional endeavors, she serves on the board of a local service organization dedicated to “paying it forward” through impactful community service projects.
