Guggenheim Dental Supply Company, a major Southern California distributor, faced strong competition in a market where product demand was flat. Dentists were seeking better ways to improve the profitability of their practices, a trend Guggenheim saw as an opportunity.
We assisted Guggenheim in revising their strategic plan and marketing approach. We developed and administered mail-in customer surveys and analyzed response data. During subsequent executive workshops, we helped top management to reinvigorate their field sales force and address the dentists’ practice management problems.
The company shifted its business model from order fulfillment to being a "business partner," thus helping dentists build a productive, profitable practice. The organization committed to publishing their own product catalog and acquired a competitor, which boosted market share and made them the undisputed market leader. Later, having significantly improved the value of the company, the owners sold their interests in order to retire and pursue less toothy adventures.