ImageWorks has a long history of partnering with dental repair technicians, and other small independent dealers. The reason is that they are smart, technical experts that are loved by dental professionals. As a result, we have been helping dental repair technicians be very successful providing high-end imaging solutions to their customers.
However, in all these years, we have also seen many dental repair technicians who would like to sell higher-end equipment, but are not successful. While there could be many reasons for this, we see three main obstacles that frequently stand in their way.
First, their customers don’t think of them as a viable source.
This may be because the decision-makers actually aren’t aware that the technician has access to the equipment. Alternatively, the decision-maker may be aware that the technician has access to this equipment, but may doubt that the technician has experience providing these solutions. In this case, if the office likes the technician as a service person, the decision-maker may pretend that they were not aware the technician provided this kind of equipment (so as not to hurt their feelings).
Second, the technician does not have the time to perform an effective sales process.
It’s important to be clear what we mean here. We are not talking about being “salesy”. Furthermore, we are also referring to more than just providing technical expertise in the product (e.g. performing a demo) – as this is to be expected.
Rather, we are referring to the ability to help the decision-maker on their journey to get to the right solution for them in an efficient manner. This includes things like:
- Performing a needs assessment to connect their objectives with the right solutions
- Responsively providing multiple quotes with various scenarios
- Playing quarterback between other stakeholders in the process (Financing, IT, contractors, shielding inspectors, etc)
- Asking the right questions to help the decision-maker focus the decision while highlighting potential pitfalls
- Offering competent consulting that helps the office press the “easy button”.
Third, the technician is typically focused on filling their schedule with service appointments. As a result, they don’t have the time to focus on the steps needed to avoid these obstacles. It’s hard to provide quick-response consultative insight when you are elbows deep in the middle of fixing a compressor.
Unfortunately, as a result of these obstacles, the dental technician may grow frustrated, and decide to stop wasting their time. The result is the dental technician ends up missing significant opportunities to expand their offerings and expand their business.
At ImageWorks, we have created a process that helps the dental service technician avoid these obstacles and have success winning business to provide high-end dental technology. Whether you have a specific opportunity or just want to learn more details – we would love to show you how.