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“We have managed this for 100 years”

Representing the management of the German Federation of Dental Trade (f.l.t.r.): Andreas Meldau, Lutz Müller and Uwe Jerathe. (Photograph: BVD)
Dental Tribune International

Dental Tribune International

Fri. 16. December 2016

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Since 2009, Lutz Müller has been President of the German Federation of Dental Trade (Bundes-Verband-Dentalhandel - BVD). In his role, he is committed to restructuring the BVD and further developing the dental trade business. In addition to giving industry recommendations for sales and logistics, the association focuses on providing comprehensive consultation to its members while supporting young talent. In an interview for the ADDE Newsletter, Lutz Müller explains, among other things, whether a visit to regional fairs is worthwhile and proposes to perhaps only give advice for a fee in the future.

Dental Tribune International: Mr Müller, what topics are currently on the BVD’s agenda?
Lutz Müller: The further restructuring of the association is currently on our agenda. We also want to put BVD more into the public spotlight. At the same time, we would like to strengthen and freshen up the professional image of the dental trade and position it better in the media. After all, our members are best known for their good services. Technical service is not available on the Internet, of course.

What services do your members offer?
First of all, we have our consulting services. Many dentists and dental technicians have realised that purchasing alone is not enough. A fully equipped dentist's office or a fully equipped dental laboratory needs a conceptual basis, which means that all components have to be in harmony in order to work together. The dental dealer is there to do this. At the same time, traditionally we concentrate on the training and further education of the next generation with the BVD actively supporting the process.

Indeed, the association has continued to develop education and training, as well as offer e-learning courses.
Yes, of course we move with the times and offer e-learning courses about, for example, X-rays, filling materials or the establishment of a dental practice. At the same time, we have regular training courses. In the ten-day course, participants deal with all aspects of the dental trade and return to their companies with a good basic knowledge. After the successful completion of the course, these participants receive a certificate from the Chamber of Industry and Commerce (IHK) where these educational measures are coordinated. On the other hand, the subsidiary of the BVD, the DMS, is offering the training course “Dental-Betriebswirt” (dental economist). All these courses are fully booked and the feedback so far has been very positive. So, we can be proud and build on it.

You are also the owner of Deppe Dental, a depot for dentists and dental technicians, with over 30 years of experience. How do you foresee the future of your company, especially with regards to online business?
My two sons have joined the company and they embrace the new possibilities of the Internet. Our customers know that as a family-run company, we have very short decision-making processes and can therefore make decisions quickly. It will certainly be more difficult in the future. My sons, however, are ready for the next generation of dentists. However, the face-to-face aspect of our business, and thereby our consultations, cannot be ignored. Perhaps in the future we will offer advice for a fee if the customer comes to us to get informed, but then buys online. This is perhaps a fair way forward for the future.

How do you rate the dental market in Germany?
We are convinced that there will still be dental trade in the long-term. At the same time, we are convinced that the Internet will play an increasingly important role. The extent to which we can sell our services as a specialised dealer (so that we will continue to be seen as the most important partner in the future) remains the individual task of the dealer. We have very small to multinational dealers in Germany.

What tips do you give your European colleagues when they enter the German market?
Everyone is welcome. Those who are able to take advantage of the market opportunities should seize their chance in this largely saturated market. If you think about the market of scanners and 3D printers, there are always new sales opportunities. This applies both to the practice and the laboratory. The only question that remains is who finally sees and also uses the niche market.

Many companies continue to rely on direct sales with their own structures; others rely solely on dealers, while some companies use both ways of sales. What is the best way from your point of view?
Many of our customers are well informed or at least believe that they are well informed. However, when it comes to the details, you can see the gaps. We have medical products that need to be delivered with protocols and documents. Each customer signs that he has been instructed professionally. Many cannot do that on-site. A company must already have very well trained staff to ensure this happens successfully, which is why the dental dealer is still the best contact. We have been managing this for a hundred years and will continue to do so in the future.

What trade fairs and conferences would you recommend to your European colleagues to get information about the German market? Are regional fairs worth visiting?
The world’s leading trade fair is the IDS in Cologne. If you attend this show, you know exactly what the market has to offer. We also have cases where customers buy polymerisation lamps from dealers in non-European countries for 58 or 78 euros, but they return them to us for repairs after three months. Firstly, we need the CE mark in Europe. And secondly, I consider such a product for 70 euros as irreparable. We prefer to sell valuable products in Germany. Even in times of low investment, our customers can continue to expect quality products at the right price. Regional fairs, however, do remain the sole sources of information for the German market. If you see about 200 companies offering the complete portfolio, you have a good overview of the potential and possibilities of the market. Customers and visitors can look at the products in a very detailed and practical manner.

The BVD is also a member of ADDE. The European umbrella organisation publishes an annual market study. Why would you recommend the European Market Survey to dental dealers?
The report is produced annually in cooperation with the Association of the European Dental Industry (FIDE)—we work closely together. This market study provides more than just indications. It sets trends and gives an outlook. In the future, we will be even more focused on national markets and will provide a better understanding of local markets. This exchange is very important and has intensified within the association.

Thank you for the interview.

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