Dos and don'ts for working with sales reps

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Salespeople: A wealth of information

Many doctors view sales representatives as distractions in an otherwise productive day. However, sales reps can provide useful information to dental practices. It's easy to overlook the value they offer since there is no fee for their time. But no one else in the industry possesses such leading-edge knowledge of the latest advances that can improve the experience of dentists, staff, and patients.


Treat your sales rep as a consultant. Salespeople interact with many different practices on a daily basis. They witness what works and why, and they can apply their experience to helping you determine what will benefit your practice. Invite your rep to educate you about new products, services, and technologies that have proved valuable in increasing productivity and profitability.


Don't neglect your personal relationship with your sales rep. People do business with those they know, like, and trust. If you take the time to get to know your rep as a person, he or she will be more likely to help you get the information you seek. Look for interests you may have in common, such as sports teams or hobbies. With each visit, try to learn one or two new things about your sales rep just as you would a patient.

Roger P. Levin, DDS, is the chairman and CEO of practice management consulting firm Levin Group. You can connect with Levin Group on Facebook and Twitter (@Levin_Group) to learn more strategies and share ideas. Also, check out Dr. Levin's free practice management videos at

The comments and observations expressed herein do not necessarily reflect the opinions of, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.

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