Why I sell to the dental assistant

By Steve St. Marie, Patterson Dental Sales Representative

When selling products to a dental practice, one’s first thought might be to go to the dentist. It seems like a logical choice, as the dentist is the head of the practice and has the final say in major decisions. However, in my 35 years of experience as a sales representative in the dental industry, I have found that the dental assistant is in fact one of the most important people to communicate with during a sales call.

In my experience, dental assistants are some of the most versatile team members in the practice. They are educated, professional, compassionate, and organized. Along with a long list of clinical duties, assistants manage ordering systems and inventory, which gives them great insight into what products work best for the practice. Because of this position, assistants play a key role in keeping the practice up to speed on the latest technologies and making product recommendations to the dentist. It is important for both sales reps and assistants to make decisions and recommendations based on the perspectives of the dental assistant, hygienist, dentist, and patients.

The dentist’s advisor

One reason I always include the assistant is because I realize the assistant must learn how to properly use a product. I recognize that assistants are responsible for informing the doctor of new products and techniques. I don’t care to present products without the assistant present to ask questions and provide input. I’ve found assistants are usually eager to receive training and education on equipment and supplies. This allows them to expand their roles in the practice and assist the dentist in many ways. I have found that most assistants want more responsibility and want to perform more clinical procedures. By sharing recommendations with the dentist about technology and products and indicating a willingness to learn, assistants can increase their value as members of the practice.

The practice coordinator

Dental assistants coordinate with all members of the dental team. Their relationship with the dentist gives them knowledge to participate in purchasing decisions about materials and instruments. Their relationship with office managers and hygienists gives them knowledge about purchasing decisions for office supplies, equipment, and software. One area that is especially important for the assistant is the purchase of practice-management tools. When I sell products such as Eaglesoft Practice Management Software and CAESY Patient Education Systems, I find that assistants not only use the products frequently, they also have a good idea of what members of the practice look for in practice management and patient education software products.

Eaglesoft is especially useful to assistants, both in the front office and chairside during procedures. It allows them to track data in very specific ways. Dental assistants can save time by using Eaglesoft’s charting and notes features, and they can benefit from its capability to integrate with CAESY patient education systems.

The dental assistant/sales rep relationship

The dental assistant is invaluable to the dentist. Dentists depend on their assistants to keep them up-to-date on the latest products, techniques, and regulatory information. Sales reps should serve as a resource to dental assistants in all of these areas.

Before ordering products, assistants should make sure they understand the company’s policies on ordering, returns, and service. It is important that the company is easy to work with and willing to be accountable for problems with products.

One way companies can improve relationships with assistants is by offering online ordering systems such as Patterson Dental’s eMagine. These programs allow assistants to take care of routine ordering on their own time, which allows them more time to discuss new products or ask questions when they meet with their sales rep.

As a sales rep, I know it’s important for me to visit assistants on a regular basis. A sales rep should not be a burden to the assistant, but a friendly resource. I operate this way because I value the relationships I have with assistants. When working with sales reps, dental assistants should ask about the level of support that is provided. The extra value added by a sales rep who not only provides product information but also service and regulatory information is truly immeasurable. This can help keep the practice running efficiently, which allows assistants to focus on providing great patient care.

The relationship between the sales rep and dental assistant should be mutually beneficial. I have experienced this firsthand and have gained a lot of insight from assistants during my years in the field. When a good relationship exists between the sales rep and the assistant, business can be done easily and efficiently.

Author bio
Steve St. Marie is a Patterson Dental sales representative with 35 years experience in dental retail sales.