When dentists think about the relationships that matter most in their practice, the usual list comes to mind: patients, team members, referring doctors, maybe even specialists or community partners. These are the relationships we intentionally cultivate because we know they influence our reputation, production, and patient experience.
But there’s another category of relationship that quietly determines the efficiency, reliability, and even profitability of a dental practice—yet it’s often ignored until something goes wrong.
Your vendors.
From your supply reps to your IT provider, from your lab to your equipment technician, from your marketing partners to your practice management consultants—vendors are the backbone that keeps your clinical and administrative systems functioning. How you treat them directly affects the quality of support you receive.
Why Vendors Matter More Than You Think
In dentistry, it’s easy to fall into the mindset that vendors “work for us,” and therefore don’t require the same level of respect or engagement we extend to patients or staff. But this assumption is both ethically questionable and strategically limiting.
Vendors are human beings who influence:
- The reliability of your equipment
- The turnaround time and quality of your lab cases
- The responsiveness of your IT support
- The accuracy of your supply orders
- The effectiveness of your marketing
- The smoothness of your practice transition
When these relationships are strong, your practice runs smoothly. When they’re neglected, you feel it—often at the worst possible moment.
The Self-Fulfilling Nature of Vendor Relationships
Earlier in my career, I treated vendor interactions as purely transactional. I expected excellent service but didn’t invest in the relationship. Predictably, I received the bare minimum. No urgency. No proactive problem‑solving. No sense of partnership.
It wasn’t until I began applying the principles of The Persuasion Blueprint—Caring, Connection, and Collaboration—that I saw how dramatically these relationships could shift.
When I changed how I showed up, vendors changed how they showed up.
Caring: Seeing the Person Behind the Role
Caring begins with acknowledging that your vendor contacts are more than their job title. They have pressures, goals, and constraints just like you.
Think about your dental supply rep. If every interaction is rushed, transactional, or tinged with frustration, you’ll get the same energy back. But when you take a moment to ask about their day, thank them for their help, or acknowledge the challenges they face, something shifts.
Caring isn’t flattery. It’s respect. Respect builds goodwill—goodwill that often shows up as better service, faster responses, and a willingness to go the extra mile when you need it most.
Connection: Building Rapport That Makes a Difference
Connection is what turns a vendor from a name in your inbox into a trusted partner.
It’s built through:
- Listening instead of dictating
- Mirroring language and tone
- Asking clarifying questions
- Showing appreciation for their expertise
I once had a vendor follow up after a disappointing experience with their software. Instead of defending the product, he thanked me for the feedback, acknowledged my frustration, and asked thoughtful questions. His response transformed my perception of the company—and of him.
Connection doesn’t require extra time. It requires presence.
Collaboration: Inviting Vendors into the Solution
The highest level of vendor engagement is collaboration—treating vendors as partners rather than order‑takers.
When you collaborate:
- Your lab becomes a co‑designer of your clinical outcomes
- Your IT provider becomes a strategic advisor, not a firefighter
- Your marketing partner becomes an extension of your vision
- Your supply rep becomes a resource for efficiency and cost control
Collaboration unlocks creativity, initiative, and shared ownership of results. It turns vendors into allies.
The Payoff for Your Practice
When you treat vendors with Caring, Connection, and Collaboration, the benefits are real and measurable:
- Higher quality service — Vendors who feel respected respond faster and more thoroughly.
- Greater loyalty — They prioritize your practice because they enjoy working with you.
- More innovation — They bring you ideas, solutions, and opportunities you’d otherwise miss.
- A stronger reputation — Word travels fast in dentistry; how you treat people matters.
A Quick Self‑Audit for Dentists
Consider your recent vendor interactions and ask yourself:
- Do I treat vendors with the same respect I expect from them?
- Do I acknowledge their humanity, not just their function?
- Do I build connection through listening and rapport?
- Do I collaborate, or do I simply issue instructions?
If any answer gives you pause, that’s an opportunity—not a criticism.
Final Thought
Vendors are not interchangeable service providers. They are human beings who influence the quality, stability, and growth of your practice. When you elevate how you engage with them, you elevate the outcomes they help you create.
The next time you speak with your lab, your rep, your IT technician, or your marketing partner, ask yourself:
Am I treating this person in a way that reflects the leader I want to be?
Your answer will shape not only the service you receive, but the culture you build within your practice.