A Proven Approach to Selling the Endo-Express & SafeSiders

1. A Proven Approach to Selling the Endo-Express & SafeSiders

2. Overview • On July 22, 2009- Essential Dental Systems proudly welcomed Pascal Sigismond to visit our offices in New Jersey. • Pascal is the owner and president of C’Dentaire, our dental distributor in France.

3. Why the visit? • C’Dentaire has experienced astonishing success in selling the Endo-Express Instrumentation System and the SafeSiders. • January 2008 through June 30, 2009 • France outsold the United States by 7.6% • September 2008 through June 30, 2009 • France outsold the United States by 35% • January 1, 2009 through June 30, 2009 • France outsold the United States by 48%

4. What that means for us? • Success like this cannot be ignored. • Pascal has important selling lessons he was generous to share with you- our US sales team. • When you take into consideration that France has 35-40,000 dentists as opposed to the United States having approximately 150,000 dentists- the success that C’Dentaire is astounding.

5. The French dental market is very similar to the US dental market. Like the US, French dentists trust the information they receive from key opinion leaders and from the universities. France, like the US has a very political dental system. France and the US

6. The Bottom Line • France is not very different than the US. • Dentists in each country have similar issues and concerns they are looking to overcome while doing endo.

7. The Solution • To teach dentists and educate them from the bottom up. • To involve the dentist in the sale so they believe they are in control. • To utilize psychological tactics to close the sale.

8. Things to Keep in Mind about Dentists Across the World: • Dentists don’t like to think they made a bad choice by choosing alternative products to what you are selling • Dentists like to feel they are in control of a sales call • Dentists want excellent results • Dentists tend to be cheap (this is even more prevalent in these economic times)

9. Psychological Sales • Pascal realized early on that when selling the Endo-Express and SafeSiders, the key would be to convince the dentist that they need and want the product WITHOUT A HARD SALE. • This SOFT SALES TECHNIQUE which is outlined later clearly empowers the dentist to think they are in charge of each moment of the sales call • In reality: the salesperson is using psychological tactics to lead the dentist in purchasing the products in a quick and precise manner.

10. Things to Consider • France is outselling the US significantly by using the sales techniques that will follow this slide. • France is not doing hands-on with dentists unless specifically asked. • In France, the sales reps are able to close a sale in approximately 30 minutes without a hands-on!

11. What this means? • You can sell the Endo-Express & SafeSiders without hands-on demos! • You can see more dentists and sell more kits in a shorter amount of time! • You can make more $$$ is a shorter amount of time selling these products! • You can do it- it will take getting used to but this technique is PROVEN TO WORK!!!! • You SHOULD TEACH this technique to your dealer reps! • C’Dentaire has taught this technique to local distributors with great success.

12. The Sales Call: Part 1 • Ask the dentist “What system are you currently using?” • Do you use hand or rotary?” • ***Make note of how many systems they have in their office*** • If they have more than one system- keep in mind- they are not 100% happy with any one system because it does not work in all cases! • If the dentist is using a rotary system- keep in mind they are using hand instrument until the point they can begin using the rotary instruments.

13. The Sales Call: Part 2 • No matter the answer- you say • “That is a good system you are using- I am actually aware of the benefits you can get from using hand or rotary”

14. The Sales Call: Part 3 • Say “we found that other GP’s had some problems using the same system you are using. • Can I tell you about them? • If I make any mistakes or speak about something that doesn’t apply, make sure to stop me”

15. The Sales Call: Part 4 • Start telling them common problems others have encountered associated with their system. • More specifically, compliment them on what they are doing being great for easy cases- • However, point out that in hard cases such as in curved or calcified canals, we have found these problems have occurred- • Don’t get to working length, recapitulation, a need to finish with hand files, or breakage. • “I can tell you about a system that stops fear of breakage, stops actual breakage, negotiates easily to the apex, that you can use six times more than your current system and change when they dull- not break! • Are you interested in hearing more?

16. The Sales Call: Part 5 • At this point, they are open to hearing more about your system because they understand you know what they are experiencing. • Instead of telling them what THEY are doing wrong you are taking a psychological approach and telling them that OTHER DENTISTS sometimes experience those problems. • This way you don’t put the dentist in a position where they have to admit they are having problems or doing something wrong and feel better that others have experienced the same issues as them.

17. The Sales Call: Part 6 • Make sure that when you are telling them about the COMMON PROBLEMS THEIR COLLEAGUES HAVE! • Tell them that the system you are selling was designed to alleviate those problems. • Then point by point share how the Endo-Express & SafeSiders alleviate those problems.

18. The Sales Call: Part 7 • Show the dentist the large SafeSiders instrument as well as the SafeSiders arranged as the picture below only! • There is no need to show them anything else at this point unless asked to specifically! GLIDE PATH----------- It is very important that you do not recommend ANY sequence to the dentist. We need to empower them as the professional- they are qualified to choose a sequence that works best for them!!!

19. The Sales Call: Part 8 • Ask for the order!!!

20. The Sales Call: Part 9 • Only offer a hands-on IF THEY ASK! • By this point they should trust you enough to purchase!

21. Each reamer achieves the working length easily Avoid the fear of breaking an instrument Very malleable system- the technique can be changed to fit each dentists needs. If he wants to end at a 25 that is ok, a 35, that is ok as well. It can be customized VERY easily. Tell the dentist “you are the dentist- you can choose and decide when to end the sequence” The system is flexible! Avoid the actual breakage of the instrument Very tactile- the instruments are designed to easily navigate the most calcified and curved canals Don’t forget to talk about the benefits of the FLAT SIDED REAMERS! Key selling points of the Endo-Express/SafeSiders Part I. FLAT

22. Very tactile- the instruments are designed to easily navigate the most calcified and curved canals You can re-use the instruments six times more than your current system/systems. Easy to use on the toughest cases as well as the simple ones! You can start, stop, adjust the speed while in the canal without fear Change instruments like you would a bur- when they are dull! Key selling points of the Endo-Express/SafeSiders Part II.

23. Enable the GP to retain lucrative cases and increase chair revenue Saves a TON of money because the SafeSiders relieved reamers only have to be replaced when they dull- not when they break! Make sure to end with the cherry on the cake- the fact the system costs much less $$$ Key selling points of the Endo-Express/SafeSiders Part III.

24. Common Misconceptions of Dentists: How to Overcome!!! • Dentists believe they can use standard K-reamers with the Endo-Express handpiece: • They do not cut as well or navigate canals as effectively or quickly as the SafeSiders relieved reamers! • Dentists think they have to use the recommended sequence card: • The SafeSiders are so efficient & flexible that the dentist is encouraged to find a sequence that fits their needs best! • Dentists think that you can only use the SafeSiders reamers once: • Unlike rotary files, the SafeSiders relieved reamers are re-usable until they dull because breakage is NOT an issue!

25. The Assignment • You are all being asked to begin utilizing these techniques. • It will be easy to track whether it is working or not! • You will be successful and sell more of the EndoExpress! • You will make more money! • You will see more dentists and close more sales quicker and easier than before!!!!!!!!! • You can teach these easy techniques to dealer sales reps so they can sell without us by their side!

26. Sales Success • The effectiveness of this training lies in YOUR HANDS • The more you take from this presentation and adapt into your sales technique- the more sales success you will have!

27. Just Remember!!! • FRANCE • In one year has 5% of the total instrumentation market! • US • In five years has 1% of the total instrumentation market! • January 2008 through June 30, 2009 • France outsold the United States by 7.6% • September 2008 through June 30, 2009 • France outsold the United States by 35% • January 1, 2009 through June 30, 2009 • France outsold the United States by 48%

28. The More YOU DOThe More YOU SELL • THIS SELLING APPROACH WILL WORK WITH ALL EDS PRODUCTS • Call Victoria with any questions! • Good Luck!