Sorry for a mistake on my part. The new Air Techniques’ product is the Spectra, not the Sentra. Since this will be the hottest product on the market this year, I should get the name right. So much for a senior moment. Apologies to Air Tech and PSA.
Well, another Chicago Meeting is in the books (27 for me). The floor seemed crowded on Friday and Saturday, and in some cases, customers were three and four deep. The hot draws were the new technology products. 3M’s oral scanner, Air Technigue’s Sentra cavity detector, the Velscope from LED and the D4D CADCAM from Schein. MyRay, Gendex and Kodak had new CBCT systems. Any booth that had interactive displays usually had a boatload of doctors. Speaking of boatloads, the new Schein booth really stood out. I don’t think I walked by once when it was not packed.
Anytime a meeting like Chicago is well-attended, it is a tonic for the vendors. As we look ahead for 2008, you wonder if the same will be said for the rest of the shows. The Dental Trade Alliance has taken a hard look at this. With industry input, the DTA has compiled a position paper that calls for a system to rate shows as to their effectiveness. Go to thier website at www.dtanews.org and look for the link to the postion paper. I urge all manufacturers and vendors to support this. We need one credible voice addressing this situation.
Last but not least, it is good to see some things changing and some things staying the same. On the first, I met someone who wanted to be sure I got a copy of their new catalog. Rather than a collection of paper, I got a small box with a flash drive inside. That’s where things are going. On the latter, I went to Pelton’s night at the Billy Goat Tavern. It brought back a lot of lot of memories. It is still the only neutral ground during the meeting. The cheeseborgers are still grand.
Another strong day on the floor at the Chicago Midwinter Meeting. Most people we talked with were having a good meeting. The two-story cruise-ship size Schein booth was packed, and there was plenty of interest in new technology–I’m sure you’ll hear more about that from Joe.
Plenty of action at the hospitality suites, a standout being a classy reception put on by Vident that provided front row seats for the fireworks as well as wonderful food.
On a personal note, it was great to hear from so many people that they are enjoying (and apparently faithfully reading) our blog. If you have any topics you would like us to address, or have something to contribute on any of the subjects we discuss, please use the “Comment” function to let us know. There is a short delay before visitor comments are posted because we were forced to set the blog to require administrative approval so that we can review each comment. This was because, like most blogs, we get a lot of spam. But we don’t edit or censor comments unless, in our opinion, they contain unsubstantiated rumors (which we do not want to pass along) or disparage an individual or company. We would like to keep our blog informational, not gossipy. Looking forward to hearing from you!
Traffic has been heavy all morning with most exhibitors reporting a strong first day here in Chicago. Last night’s OHA Gala was a lot of fun and raised money for a great cause. Better get those reservations in early for next year. This has become a hot ticket.
Hope everyone has a great Chicago Meeting. We can be reached on the floor at 631-327-7698 (Nancy) or 631-327-7700 (Joe) starting tomorrow.
I just got back from the Winter Carnival in Quebec, where I had the opportunity to go dog sledding. The weather was in the single digits, it was night, and the trail was through a dense grove of maple trees. My friend had not paid any attention at all to the instructions (stand on the runners, lean into turns, don’t let the sled run faster than the dogs, don’t let the dogs get within 6 feet of the sled ahead…) because she was sure the guide was kidding about one of us being the driver and that he would be driving while we sat comfortably in the sled, preferably sipping on a hot rum toddy. Did I mention that some of the dogs looked suspiciously wolf-like? So the driving fell to me and I ended up having the experience of a lifetime.
Sometimes we have to make a stretch. Driving a team of six dogs/wolves through a foot of snow in the Canadian woods at night was not something I had ever planned to do in my life, nor was it covered in my M.B.A. program, but it was outrageously fun—and I am not the sort who usually goes in for activities that require legal waivers.
Where am I going with this? Consider that you are sometimes asking your customers to make a stretch. When a customer chooses to try a new product, buy from a new supplier, or adopt a new technology, it can be a little scary. It is your job to make sure that your customer feels, if not that he had the experience of a lifetime, at least that he didn’t make a dreadful mistake. You can do this by providing good instructions (and well written documentation), training where necessary, and reassurance all along the way.
This is especially important with high-tech products. Many people are fearful of technology, yet may not want to admit having difficulty (Men? Asking for help? What are the odds?). You want the customer having the same sensation I had dog sledding—a feeling of mastery. Anything less and you risk losing the customer for this product…and the next.
Your reps should follow up to make sure that a small stumble doesn’t become a fall. Is the customer successfully using the new product? If not, find out why. Any problems should be addressed immediately and in a way that doesn’t make the customer feel stupid. How many of us have a drawer somewhere with gadgets we just couldn’t get to work. When that happens, determine whether the problem is with the product, the user, or the way the product is being used. Then help the customer make corrections. A buyer that successfully makes a stretch will become a loyal customer. And loyal customers are your best source for future sales.
Mush!
If you were lucky enough to snag a ticket to the Oral Health America Gala (if you weren’t–it’s too late), get a load of these items for the live auction:
1. Dinner with the executive team of Burkhart Dental Supply.
2. Spend the day/night on Lake Michigan at the Gala Chair’s gorgeous home in Lakeside. Enjoy VIP Limo Service to & from the house with a lovely dinner in a home that comfortably sleeps 8. The meal will be provided by the Gala Committee Chairs and Committee Members.
3. Golf Package on & 2 night stay at the new Riz Carlton on Lake Las Vegas.
4. Weekend in Napa Valley - Air fare for two with including transportation to a luxury lodge or bed breakfast.
5. For the 2009 Gala, VIP Limo Service with bottle of Champagne with the best seat in the house.
And those are just the live auction items. There are dozens of fabulous items on the silent auction as well.
Remember: This is a great cause. So treat yourself while doing a good deed!
It is hard to believe that another Midwinter meeting is here already. With all the talk about an economic slowdown, you would not know it from this meeting since there is a waiting list for booth space. As you walk around the floor to see what’s new and what’s hot I would like to give you three words to remember: interactive, diagnostic and implants.
Interactive-If you want to see where customers are located, check out the booths with interactive displays. Rather than standing in the aisle and yelling “Hey doctor, have you heard about our show special?’ those companies that invite doctors INTO the booth to play with products will pack them in. Whether it’s practice management software, digital x-ray or patient education, or simply a product demonstration, interactive booths allow customers to get involved with their buying decision. The big dealers and the successful software companies figured this out years ago. If you can’t go interactive, at least be sure your booth looks better than everyone else’s.
Diagnostic-Here’s an area where, indeed, that worn out paradigm may be shifting. Cone beam, cancer screening, cavity locating and perio-probing are just a few areas where dentists can diagnose patient problems. With more emphasis on evidence-based dentistry, diagnostic products give the practitioner more patient information. The result is better, safer dentistry, and nobody will argue that that is not a good thing for our industry.
Implants-There the hottest thing in dentistry. Published reports indicate year-to-year growth rates in the 20% range, and that’s good in any industry. Implants are spawning a cottage industry of ancillary products, and dealers are now getting involved. It did not take long, however, for consolidation to rear its ugly head, as evidenced by a spate of purchases. Still, this area should be hopping for a number of years to come.
And last but not least, the Oral Health America Gala is SOLD OUT. This great organization deserves all the support it gets. It gives the dental industry a night to dress up, enjoy a great social evening, a raise a few bucks for a great cause. For one night, nobody is a competitor. It’s what makes our industry so great.
If you’re going to Chicago, have a safe trip to and from.