An Eye on the Future
One distributor has built upon its rich past with a forward-thinking approach to serving dentistry. And it is still working.
Don’t be fooled by age. Atlanta Dental Supply may have a 140-year history, but this company’s heart is in the present and its eyes are on the future. "We have a rich heritage," says Gary Kirkus, President and CEO, "but our focus is on how we can meet the needs of our customers today." If anything has stayed the same at Atlanta Dental since its beginning, it is the company’s mission and values. The employee-owned distributor places a premium on respect, teamwork and innovation. "Our business philosophy attracts strong team members as well as lifetime customers," says Kirkus. "There is freedom that comes with being able to do what is fair and right for the customer in every transaction. We are a company that our customers and our employees know will stand behind all that we sell and every service we provide." Atlanta Dental emphasizes accountability for its company’s performance, and encourages individual leadership with a commitment to customer service.
"We are a company with very strong field representation and an inside team that is great at supporting both our customers and our Territory Managers," says Tom Richardson, Vice President of Sales and Marketing. "We are not a company that is complacent. We believe that everything we do can be improved upon and all of our team members contribute to our success and have a voice in every process."
New visitors to Atlanta Dental are likely to leave with a different perception of the distributor than they had before their visit. "They might anticipate that a 140-year-old company would be too traditional and stand only on its longevity," says Kirkus. "But that changes as soon as they walk into the building and meet our professional team. We appreciate the comments we hear concerning our professional, friendly and modern facility. Our customers appreciate the "hands-on" environment and spending time at our design center, our equipment showroom with full size treatment rooms, and our digital technology showroom."
Kirkus, Richardson and their staff of 142 (including 44 sales and equipment reps) have a passion for products and services that address the needs and challenges of the dental profession. "We have made it our commitment to do everything we can to help our customers improve their practice," Kirkus points out.
Helping customers wade through a maze of information
"There seems to be a constant flow of new products," notes Richardson, "but, some genuinely help the practice by expanding diagnostic capability, saving time, or improving the comfort of the patient or clinical team. These products have a verifiable R.O.I and will sometimes change the face of dentistry. Our Territory Managers and Specialists meet with our customers to understand their needs, and then make recommendations based on those needs." They enjoy introducing products that will help a practice grow or can improve an individual’s health or stress level, he adds. "Supporting the products we sell is just as important as the sale itself."
That said, the company excels at providing a unique blend of electronic ordering with face-to-face personal support in every office they serve. "When our customers call, or walk in our front door, they are greeted by a receptionist, not a digital voice recording," says Kirkus. "We still call on our customers every two weeks to make sure we are taking care of their needs, showing them new things and helping them become more productive."
"We work closely with dentists who are Internet savvy and do a lot of their own research online," adds Richardson. "They often discover that direct or out-of-state companies offer solutions that don’t always have a predictable outcome. Our customers need someone who can identify problems and resolve them, even when there are several parties involved. This is a need that will never change." Indeed, the introduction of products such as Digital Impressioning and Cone Beam Radiology, introduces "a new era in dentistry," he notes. "More than ever, dentists now need someone to help evaluate and implement the new technology. They need an advocate to help them determine what the total investment will be, and what steps are necessary to move forward."
And, as Kirkus points out, Atlanta Dental is not just about supporting new technology, but standing behind an extensive range of existing products as well. "We are very fortunate to represent every major manufacturer," he says. "We do not dictate product selection to our customers. We offer them choices and ensure that the many vendors we promote will assist us in backing up those recommendations. We are committed to doing everything we can to help our customers have the correct information to improve their business decisions."
Not a family business
Atlanta Dental may consider its employees a family of sorts, but "family-owned" it is not. "We are a privately-held, 100 percent employee-owned company," says Kirkus. "We have 25 stock holders. Each one must be working actively within the company to own stock." Samuel Hape, a dentist who graduated from dental school when Abraham Lincoln was President, founded Atlanta Dental in 1868, after the Civil War. Hape opened his dental practice in Atlanta. As the population grew and more dental practices opened, Hape recognized the need for a local dental supply company: Hence, he started The Atlanta Dental Supply Company. Hape was later joined in business by Dr. Robert Holliday, cousin to the famous "Doc" Holliday. The company has transitioned ownership to successive generations of employees over the years, and has kept its commitment to remain privately owned. "Our mission now is to add to the next generation of leadership and ownership of Atlanta Dental, which is committed to keeping the company privately held," says Kirkus.
Today, the company focuses on its relationships, not just with dental customers, but also with its manufacturer partners and, equally important, its employees. In fact, when hiring new staff, Kirkus and Richardson look for people who value relationships as much as they do. For instance, Atlanta Dental is not looking for sales reps based solely on their ability to sell, notes Richardson. "If a sales candidate tells us he or she can ‘sell ice to Eskimos’, that’s not what we are looking for," he says. "We are looking for relationship-oriented individuals who will care about our customers and want to be as involved as possible with each practice.
"But, these relationships aren’t built overnight," he continues. "We look for a dedicated work ethic - reps that are there when the dentist needs them, whether it is 6 a.m. or 7 p.m. We have reps and specialists who know how to help dentists determine the purchases they need, but also will help a dentist avoid purchases that are not necessary. It is exciting to see our sales team together. They truly enjoy being together and supporting each other."
"One of our challenges is helping our reps stay current on the array of new products and services we offer," says Kirkus. To address this, the company does the following:
- Conduct monthly sales meetings and bring in manufacturers to meet with the Sales Team and keep them up to date on the latest products and technology.
- Provide a team of Equipment Specialists and Technology Specialists, who are available to support each of the Territory Managers. ("One of our strong points is the technical service support we offer dentists," says Kirkus.)
- Provide a team of six company employees who review marketing opportunities with its manufacturer partners.
In addition, the distributor has put together a five-point evaluation system to help strengthen the relationship with its manufacturer partners: "We expect local representation in the field to support our reps that are supporting our customers," says Kirkus. "We also need to maintain a relationship with the corporate office, with regular communication with those contacts. In addition, the quality of the products from the manufacturer must be strong - something we can back up. Next, products must be distributed through protected channels. We do not ask for favors, we just want a level playing field, and we appreciate the way our partners handle this. Finally, we need to make a profit to ensure our longevity and our ability to support our customers at the highest level. The ability to back our products and services is not a given simply because our company has 140 years of experience," notes Kirkus. "It comes from the commitment of our people and the desire to support a truly great profession."
Atlanta Dental is a mix of traditional strengths and values, with a strong insight into the profession it serves. Each sales meeting begins with the Pledge of Allegiance and a prayer. When you spend a little time with the people there, you begin to realize something special. The Heritage of the company comes through loud and clear, but just as importantly, you are able to see that Atlanta Dental has its eyes on the future.
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