Challenge: Putting sales tools into the hands of top, far-flung distributors attending an informational—and pampering—sales retreat.
Digital Doc LLC is now in its 11th year manufacturing the award-winning intraoral digital cameras of choice for major distributors and dental professionals worldwide. How the firm became the industry leader, selling more than 8,000 units, is part product, part marketing genius. From the product perspective, Digital Doc has, in partnership with SONY Medical Products and according to its website, so “…revolutionized the intraoral camera that it may render existing technologies in the intraoral industry obsolete.” In other words, Digital Doc sells a product that savvy dental professionals want. From the marketing perspective, Digital Doc taps a growing number of distribution channels, including four large distributors whose sales representatives carry the Digital Doc brand into far-flung corners of the United States, Australia and other nations.
It is on this latter strategy that the Digital Doc team has wisely capitalized; the team chooses qualified sales reps from some of their large distributors to join them for a weekend of fun and education – a sort of wine-and-dine “sales retreat,” an informational session at the firm’s offices in Sacramento, California area. Although the representatives come to California primarily to learn about the Digital Doc products—the specs, how to use them, how to sell them—they are, from the moment they step off the plane, catered to, wined and dined, treated to fishing trips in Tahoe and chauffeured to wine-tasting events. Why does Digital Doc go to such lengths? They do because such events are an investment; they know from experience that returning reps continue to “sell the heck” out of Digital Doc products.
For added cachet, the chosen representatives are also greeted at their hotel with a bountiful gift basket, overflowing with snacks, wine and gadgets—such as a digital camera and a branded USB flash drive, loaded with everything a sales rep and prospective client need to run and learn about the products: installation drivers, camera price lists, PDF spec sheets, flyers to give to clients and contact information for all the Digital Doc staff they met on their trip.
Solution: A Digital-Doc branded 1GB USB 2.0 velocity jump drive.
Promotions Specialist Nicole Shebloski managed the team’s order once they found the perfect USB drive among the many available on ePromos’ extensive website: the 1GB USB 2.0 Velocity Jump Drive, a compact, light and portable flash storage device ready to plug-and-play via any USB port on a Mac or PC. No drivers required; users can run applications, view videos or play MP3 files directly. The drive features a wavy design, especially attractive to the Digital Doc team, a removable cap and a blue LED light that blinks during data transfer. The exterior is made of ABS plastic. And an optional lanyard is available for an additional fee.
Result: Retreats encourage reps to “sell the heck” out of Digital Doc products; branded flash drives distribute information and increase brand recognition.
The Digital Doc sales retreats are highly effective at motivating reps to increase sales efforts and output. The Digital Doc team tells us that, whereas at one time they had a difficult time convincing sales reps to attend their retreats, now distributor reps call weekly, even daily, asking when the next retreat will be. The branded USB drives work well, too: the team imprints the Digital Doc name and “tooth” logo on the devices, seeking brand recognition akin to that of Apple and Nike. The goal is that whenever a dental professional sees that familiar “tooth,” they will immediately think of—and tell prospective clients about—Digital Doc.
The useful USB drives also provide a reminder of the fun times reps had during the retreat, acting as a keepsake as well as a continual, daily reminder of their favorite manufacturer. The team initially ordered 500 units and has since ordered more. And with the continued success of their retreats and branded USB drives, they don’t intend to stop using either anytime soon.
Please log in
Or sign up for an account now