NO HANG UPS, CLOSED DOORS,
OR COLD SHOULDERS HERE:
HOW TO BUILD RAPPORT WITH
DENTISTS AND DRIVE SALES
GENERAL MANAGER, VENNLI
IF YOU ARE A DENTAL SALES REPRESENTATIVE, YOU
HAVE LIKELY EXPERIENCED A FEW DOORS CLOSED IN
YOUR FACE, DISCONNECTED PHONE LINES, AND COLD
SHOULDERS FROM DENTAL PROFESSIONALS WHO
WON’T GIVE YOU THE TIME OF DAY.
If you are a dentist, you probably get 20 unsolicited
e-mails, phone calls, and ofce visits daily from salespeople.
Even though dentists need sales reps and sales reps
need dentists, unfortunately the two don’t always come
together as easily as toothpaste on a toothbrush.
Using Vennli, a choice visualization and analytics platform,
we asked 112 dentists and dental professionals what matters
most to them when it comes to interacting with dental
sales executives. Based on these fndings, here are the top
fve things sales reps need to know about building stronger
rapport with dentists in order to drive sales.
5. NAME DROPPING WITH DOCTORS ISN’T AS
IMPORTANT AS YOU THINK
If your frst inclination is to rattle of the names of other
dentists already using your product or services, don’t be so
hasty. According to our research, although 78% of dental
sales reps believe it is important to demonstrate that you
work with other well-known professionals, it turns out that
only 61% of dentists agree. Dentists also ranked the size
of the company, number of employees, and booth size as
factors having low importance scores. With that said, 80%
of ofce managers rank name dropping as highly important.
4. OFFER INCENTIVES AND DISCOUNTS TO BUY
In the study, only 61% of dental sales reps think dentists
place high importance on incentives and discounts.
However, 87% of dentists and 80% of ofce managers see
it as highly important. In my bag-carrying days and during
my years as sales VP for a dental company, I learned dental
practices were often more likely to take action if they felt a
sense of urgency. Ofering time-sensitive discounts is one
way to increase urgency, and it’s clearly valued by dental
3. EDUCATE THEM AND THEY WILL COME
Both sales representatives and dental professionals place
high importance on sharing industry news and trends.
However, depending on the age of the dentists, those
results varied signifcantly. 100% of dentists between ages
55 and 74 ranked it as their single most important factor,
while only 56% of younger dentists, aged 25–34, ranked it
as important ( fgure 1).
When you provide value during the sales process and
build your credibility as an expert, you create a strategic
partnership with your prospects. When you can provide
information that dentists do not otherwise have access to
or know, then you are providing value. Perhaps younger
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