UNICSalgsGuide

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This sales guide concernssales presentations for HekaDental's UNIC dental treat-ment unit.

We have attempted to placeas much information – andthus, as many selling points – as possible within thisguide, allowing you to tailoryour product presentation toparticular clients and leads.Selectivity is a must, and isnot intended for you toinclude all of the points covered in this guide in yoursales pitch. That is, not unlessyou are aiming to bore thedentist to tears.

It is essential that you adaptyour message to your priorknowledge of the client. How does the client work?With which unit does the client work today? Does theclient work alone or with anassistant? What interests theclient? Does he or she ur-gently need a new unit? Whatmatters most to the client inhis or her daily routine? Everypiece of information you haveabout the lead can be usefulin selecting the most relevantand convincing selling points.

Tailor the message to the individual client and situation.If you have limited priorknowledge of the client, donot be afraid to ask questions.It is often necessary to

Introduction

employ the new informationyou have gathered to adaptyour sales pitch.

Remember to sell the benefits.The customer will most likelyonly be interested in some ofthe unit’s technical aspects.Place emphasis on what thecustomer sees as benefits.

We hope that you enjoy thisguide and that it inspires you to further develop yourpresentational techniques andsales skills.

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‘Heka Dental? Never heardof them. Who are they?’

We have all been asked thisquestion, particularly whenspeaking with dentists fromoutside Scandinavia.

‘Well, who are we?’

All companies have their owncharacteristics and identities - in short, their own brands.Car manufacturers in particularinvest substantial amounts ofmoney in providing potentialclients with a clear impressionof what they do and who theyare as an organisation. We allhave a good idea, for instance,of what Mercedes, Volvo, andPeugeot stand for.

For smaller companies likeHeka Dental, the way themarket sees us and our pro-ducts is to a much greater extent shaped by individuals'experiences with our productsand services over the years.No company has completecontrol over its own brandand how it is perceived. Luckily, we have spent yearssupplying high-quality pro-ducts, and we have many,many distributors that haveprovided excellent service as well. This has informed people's ideas about who weare as a company, which has

in turn become central to ouridentity, to our company'sDNA.

Key elements of Heka’s DNAare:

- Dental units that are highlyergonomic and extremelyflexible

- High-quality products- Long product lives- Down-to-earth communica-

tion- Reliable products- Products in aluminium- Made in Denmark.

So, if someone asks you aboutHeka Dental, the above pointscould be relevant to mention.

The following informationabout the market is also highlyrelevant:

- Market leader in Denmark,Norway, Sweden, and Hol-land.

- Products sold in approxima-tely 35 countries

- Company has existed formore than 40 years

- One of the fastest-growingunit manufacturers in Europeover the past five years.

UNIC Selling Points:

Ergonomic Products

High Quality

Aluminium

Scandinavian Market Leader

Made in Denmark

Heka Dental’s DNA

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UNIC is a designer product.One need only look at it to realise that considerablethought and planning hasgone into its form. As a result,it is worth the effort to play upthe design of this particulardental unit. The detail intowhich you go concerning thiswill vary from client to client.Here is the full story:

Designer: David WhitfieldLewis (1939), Industrial Desig-ner, Central School of Art andDesign, London

Motivation: All new productsmust have a reason to exist.

Design Portfolio: Over thecourse of his career, DavidLewis has created industrialdesigns for countless interna-tionally renowned companies,such as Bang & Olufsen, Scholtès, and Elica.

Project UNICThe collaboration betweenDavid Lewis and Heka Dentalbegan in 2003.David visited us, and while hewas here, he walked aroundthe factory floor and throughour showroom in order to gain

UNIC Selling Points:

Exceptional and thoughtthrough Design created by aWorld-Reknowed Designer

More like a modern piece of Furniture

Less like a Technical unit.

Wellness and Relaxation

inspiration. After a while, hesaid: ‘Water. It shall be desig-ned with a lot of water!’

Several months later, we werepresented with the initial design.

Inspiration for UNICBoth “Water” and “DentalPhobia” were key coordinatesin UNIC's design phase. This iswhy much of the design phasefocused on consistent elimina-tion of as many of the unit'sobvious technical aspects aspossible.

With UNIC, David Lewis hasstressed minimalism, specifi-cally aiming to create a unitthat appears more like a pieceof designer furniture than itdoes like a technical unit.

UNICDesign

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Change in Purchasing BehaviourWe are convinced that thecoming years will see animportant change in purchas-ing behaviour within the dental industry. There will beconsiderably more focus ondécor, well being, and emo-tions.

Dentists are generally unhap-py with how their surroun-dings are regarded. ‘Argh... I have to go to the dentisttoday. It's just so awful!’ This is why we are convincedthat many dentists will emp-hasise and invest in beautifulclinics that bear a resemblan-ce to spas or wellness centres.

UNIC has been created withthis trend in mind!

Water in UNICAs mentioned above, ‘Water’has been a primary source ofinspiration behind UNIC. Thereare several reasons for this.

We all know how calming andpeaceful it is to look out overthe ocean or hear the soundof running water. Some psy-chologists attribute this tomemories of being in yourmother's womb. Furthermore,scientific studies have conclu-ded that water has a thera-peutic and calming effect. Thismakes it logical to use wateras a source of inspiration for aproduct that minimises dentalphobia.

Water is everywhere in thedental practice: On the instru-

ments, in the rinsing bowl, inthe drinking glass, and spout-ing from the tap as the den-tist and assistant wash theirhands. It therefore serves as aunifying element for dentistryas a whole.

How has Water Been Integrated into UNIC's FinalDesign?

the shape of the glass holderhas been repeated on theinstrument bridge's displaypanel. Furthermore, the choiceof brushed stainless steel forthe glass filler and bowl rinserlinks the spittoon with theunit's rear door panel.

ConsoleSeen from the side, the wavi-ness of the top of the consoleis readily apparent.

Seen from the top, one reali-ses that the console's sidesare wave-shaped as well.

Instrument BridgeThe instrument bridge is shaped like an elongateddrop of water.

Unit ArmThe water drop shape isrepeated in the design of theunit arm.

SpittoonThe spittoon is the result ofconsiderable design work andfunctions as the design's unifying point. For instance,

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The materials from whichUNIC is constructed are alsounique: Brushed stainlesssteel and painted cast aluminium.

Aluminium with a PaintedSurfaceThis provides an easy-to-cleansurface that keeps its colourover time – no small feat considering the tendency ofmost other dental units to yellow over the months andyears.

Brushed Stainless SteelStainless steel acquires the colour of its surroundings, meaning that UNIC will fit inwherever it is placed. Additionally, brushed stainlesssteel is a luxurious material,making this a prominent andnoticeable feature of the unit.

The choice of raw materialsfor UNIC is conservative yet at the same time modern, giving it high-quality feel and pointing to its long service life expectancy.

Aluminium and BrushedStainless Steel

Long Product Lifespan

Classic and Modern

Never Discolours

Raw Materials Used in UNIC

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Ergonomy is becoming moreand more important when itcomes to selling dental units.

There are several differentreasons for this focus onergonomy:

1. A desire to work morecomfortably, with lessshoulder, back, and armpain

2. A desire to work longer perday

3. A desire to postpone retire-ment age

4. A desire to work moreintensively/efficiently

5. A desire to do somethinggood for yourself.

Most dental units possesssome ergonomic elements,but usually the focus is on eit-her the needs of the dentistor the needs of the patient.

It is our philosophy that a tru-ly ergonomic dental unit mustfocus on the needs of all par-ties involved. UNIC has beenconstructed with this in mind!

This is why we would like tointroduce a new concept, onewhich simplifies and amplifiesour brand message:

TRIPLE ERGONOMY

In an optimum dental workenvironment, there are threeparties involved in the dentaltreatment:

- Dentist- Dental Assistant- Patient

We are convinced that UNIC isunique precisely because itoffers excellent solutions forall three of these parties, hence TRIPLE ERGONOMY.

Using this concept and termin your product presentationwill make it quick and easy todemonstrate the advantagesof UNIC. It also makes usmore competitive with othermanufactures, who cannotclaim the same benefits.

UNIC and Ergonomy

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of all other electronic dentalunits.

Looking at the instrumentbridge from the top, one cansee its circular shape, thismeans that all instrumentspoint directly toward the patient's mouth. The narrowinstrument bridge also grantsthe dentist and his or assi-stance easy access to allinstruments.

Instrument Delivery SystemHeka’s delivery system is con-structed using different typesof coiled springs. The weightof the handpiece in questiondetermines the strength ofthe spring. This means thatthe spring used for a micro-motor with a handpiece is

much stronger than that usedfor a scaler.

The aim is to be able tobalance each instrument horizontally on the tip of yourfinger.The instrument deliverysystem thus helps the dentistminimise the instrument'sweight while working. Addi-tionally, it prevents the dentistfeeling as though the instru-ment is being pulled in thewrong direction, away fromthe treatment area.

Spring instrument cords are aScandinavian invention.

Subsupported Instruments:One advantage to UNIC's subsupported delivery systemis that the instrument holders

TRIPLE ERGONOMY: DENTIST

Since the dentist is not onlythe person who spends themost time at the dental unitbut is also usually the primarydecision maker at the dentalpractice, you should focus onthe dentist's working condi-tions when making your pro-duct presentation.

Instrument BridgeThe instrument bridge is theprimary working tool for thedentist.

The size of our instrumentbridge distinguishes it fromthose of our competitors.UNIC's instrument bridge issignificantly slimmer (in widthas well as height) than those

are quite large, making iteasy to return the instru-ments to their holders. In addition, the instrumentholders can be removed individually for cleaning.

As far as design is concerned,the subsupported instrumentbridge is particularly beauti-ful, with its teardrop shapeset in high relief.

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We call this ‘The IntelligentDisplay’.

This makes it easier for thedentist to operate the display,decreasing to next to nothingthe risk of making mistakesduring treatment.

Most dentists find ‘The Intelli-gent Display’ extremely impressive, which means thatyou would do well to focus onit in your product presentation.

Instrument Bridge DisplayAs noted above, we went togreat lengths to give UNIC aminimalist design. This is mostevident in the display panelon the instrument arm. Theidea behind this display is toprovide the dentist with onlythose pieces of informationthat are necessary for the task at hand. As a result, thedisplay changes depending onthe type of work the dentist isdoing.

A short press on an arrowmoves the patient chair to apre-programmed position.

A long press on an arrowmoves the patient chair untilyou take your finger off thearrow on the display.

‘The Intelligent Display’functions as follows:Instrument bridge in passiveposition: All instruments areinactive, and the displayshows the time, rinse functionicon, assistant call icon, andpatient chair icon.

Operating patient chair: If youwish to operate the patientchair, press the chair icon.The display changes, and fourarrows appear.

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Micromotor When you pick up the micro-motor, the display changes.The clock and patient chairicons disappear (from a safetystandpoint, the chair isalways blocked while a rota-ting instrument is activated)and are replaced by themicromotor's rpm.

The spray selection is shownat the top of the display:

- Green for water- Blue for air

Spray water is shown with agreen icon at the top of thedisplay.

This scaler function is stan-dard in UNIC. From a salesperspective, this is particular-ly beneficial as dentists oftenfeel that they are gettingsomething extra.

ScalerWhen you pick up the scaler,the clock and patient chairicons disappear. Four arrows(resembling those for opera-ting the patient chair) appear.These are used for operatingthe scaler.

The Left and Right arrows arefor selecting the workingmode:

- S for scaling, - P for Perio, and - E for Endo.

These letters are shown onthe left-hand side of the display.

The Up and Down arrows areused for programming thescaler's intensity (0%–100%).

Polymerising Lamp When you pick up the poly-merising lamp, the clock andpatient chair icons disappearand are replaced by the pre-programmed polymerisationtime as well as the Up andDown arrows. These arrowsprolong or shorten polymeri-sation time.

An effective UNIC sales pitchwill present ‘The IntelligentDisplay’. The logic behind ‘The Intelligent Display’ andthe feeling that the dentist is‘guided’ through his work areexcellent selling points thathelp distinguish us from ourcompetitors.

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UNIC's suction arm A telescopic arm mounted ona swivel joint – is constructedin the same way as in pre-vious generations of Hekadental units. The advantagesthis offers the dental assistantwill be discussed below.

Dentists appreciate the factthat our suction arm allowsthem to work either alone orwith an assistant. This versa-tile suction arm representsone of the biggest sellingpoints of our products. It isthus vital that you present thesuction arm when selling aUNIC.

UNIC's unit arm has two im-pressive ergonomic benefits:

1. Double-Articulated JointThis grants an exceptionalrange of movement, givingthe dentist a wide range ofpossibilities when it comes tofinding a place for the instru-ment bridge.

2. Double Needle BearingsAll moving joints in the unitarm are equipped with doubleneedle bearings. This helps theinstrument bridge glide alongsmoothly and comfor-tably.Furthermore, UNIC's needle bearings are dispropor-tionately sized, ensuring thatthe unit arm will continue moving with the same easefor many years to come.

Most other dental units use Teflon bearings in their movingjoints, giving us a big advan-tage in terms of product life-span.

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Foot ControlsUNIC can supply two differenttypes of foot controls: Theround foot control and the variable foot control.

We have produced the roundfoot control for many years.This looks and operates unusually, yet it has provedpopular with dentists whohave familiarised themselveswith the system. The mainadvantage to the round footcontrol is that it allows thedentist to work ergonomicallyregardless of where he or sheis sitting in the 9–12 o'clockworking positions.

This foot control differs fromall other foot controls on themarket. As a result, dentists

made 100% horizontal bymeans of a simple handle. This means that the dentist canalways place the patient in theideal position for surgery.

Our patient chair can be raisedhigh up, giving even tall den-tists the opportunity to workwhile standing.

UNIC Selling Points:

Slim and Narrow InstrumentBridge

‘The Intelligent Display’: Guiding the Dentist’s Work.

Unit Arm with Double-Articulated Joint and DoubleNeedle Bearings.

buying ‘something that theyknow.’

Patient Chair:Heka's patient chair offers a number of benefits for dentists:

UNIC's backrest is narrow atthe top, allowing both thedentist and the assistant tomanoeuvre close to the patient's head, thereby givingergonomic correct sitting positions.

The backrest is thin as well,meaning that there is ampleroom for the dentist's and assistant's legs.

Straightening the patientchairHeka's patient chair can be

who have worked with andgrown accustomed to this footcontrols are likely to seek outnew units that feature theround foot control when thetime comes for them to replace existing units. Thistendency has resulted in thesale of a large number ofunits over the years.

The variable foot control hasbeen developed to meet demand for more conven-tional foot controls than ourround option. As far as usersare concerned, this foot control is very similar to thefoot controls used by many ofour competitors.

The advantage to this footcontrol is that clients are

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TRIPLE ERGONOMY:DENTAL ASSISTANT

Most dental units are designedwith the dentist or the patientin mind, thereby neglecting theneeds of the dental assistant.UNIC provides excellent ergo-nomic solutions for assistants,which gives us a significant advantage in the sales process.

Suction armAs mentioned above, our suc-tion arm is extremely ergono-mic. It is also extremely strong,being constructed of three profiled aluminium tubes.

The combination of its telesco-pic construction as well as itsswivel joint means that thesuction arm can be movedsmoothly over a wide range of

has been designed in accord-ance with the same philo-sophy as the display on theinstrument bridge.

The assistant is able to activatethe rinsing bowl and glass filler.

The assistant can also use thedisplay to control the suctioncleaning system, instrumentflush, and bottle system.

From a presentational point ofview, it is easy to demonstratethese functions, which againemphasise UNIC's ease of use.

Suction is Super-Ergonomic:Smooth Moving, Slim andCompact.

Easy Operation of RinsingFunctions

It is standard for the suctionarm to be mounted on the unit.However, the suction arm canalso be mounted on the patientchair, which is helpful whenmultiple dentists are using thesame unit since it adds to theunit's overall flexibility.

The suction arm is an importantfactor in selling UNIC. We havesome clear advantages over ourcompetitors, advantages thatare, moreover, easy to demon-strate and explain to clients.

Patient ChairThe patient chair's narrow andthin backrest offers the sameadvantages for the assistant asit does for the dentist.

Assistant DisplayThe display on the suction head

heights and directions. This allows the dental assistant towork ergonomically correctly,regardless of where the dentistis sitting.

If the dentist sits in the 11o’clock working position, theassistant can sit in the 4 to 5o’clock working position, withthe suction head directly infront of himself or herself. Thesmall size of the suction headas well as the suction arm'sslimness and flexibility makesit possible to place the suctionhead between the assistantand the patient. The assistanthas full contact with the dentistwhile sitting ergonomically,without having to twist his orher spine in order to reach thesuction.

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TRIPLE ERGONOMY: PATIENT

Instrument BridgeAs noted above, ‘dental phobia’ has been one of thekey coordinates in UNIC's design and development.

This is one of the main rea-sons why the instrumentbridge is so narrow and thin.

The spittoon has an automaticpivot function, placing the patient in an easy and convenient rinsing position.

Patient ChairHeka's patient chair offers several advantages for patients.

UpholsteryAs a standard feature, we upholster our chairs with acombination of ordinary foamand 3 cm Tempur-style foam.This combination assures luxurious comfort, which is amust for long as well as shortdental treatments.

Armrests are optional.Entering and exiting the patient chair: Its low seatheight and inward-bendingfootrest makes Heka's patientchair easy to enter and exit.

UNIC Selling Points:

Upholstered for Comfort During both Long and ShortTreatments.

Comfortable rinsing position

Inward bending Footrest

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The arm set on UNIC's dentalunit can be mounted to the leftor right side or on the instru-ment bridge itself.

Arm set mounted on the rightside of the instrument bridgeThis provides the classic work-ing position. It is the dentistalone who moves the instru-ment bridge. This is the ‘nor-mal’ working method, whichalmost every dental unit onthe market are capable ofenabling.

Arm set mounted on the leftside of the instrument bridgeThis solution requires that thedentist works with an assi-stant. Here, the instrumentbridge moves toward the left,over the console.

This working method offers anumber of significant advan-tages, which can be presentedas follows:

There are four primary advan-tages to having an instrumentbridge that moves toward theleft:

1. Better integration of thedental assistant into the treat-ment.The assistant has sole responsi-bility for moving and placingthe instrument bridge. Thismeans that the assistant playsa more active role in the treat-ment, allowing the dentist toconcentrate on contact withthe patient.

2. Quicker patient shifts.The instrument bridge is placed

in the assistant's working areabetween patients, allowing forquicker and more efficient cleaning and instrumentchange. It also permits the assistant to remain comfortablyin his or her own work zone.

3. Dentist saves time.The dentist usually has tomove the instrument bridgetoward the foot of the patientchair in order ‘to let the patient out’.This is no longer necessary asthe dentist stays in his or herown work zone and can usehis or her time on contact withthe patient or writing the patient records.

4. Better patient reception.On normally configured units,

the instrument bridge is thefirst thing a patient sees uponentering the room. The work-ing method in question, how-ever, has the instrument bridgeparked on the assistant's side,meaning that the first thing thepatient sees is the patientchair. By which of these twosights would you prefer to bewelcomed?

UNIC Selling Points:

Left-Mounted InstrumentBridge:

Better Integration of ClinicalAssistant in Treatment

Faster patient shifts

Saves Dentist Time

Better patient reception

Location ofthe Arm Set

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Exceptional and thought through Design created by a World-Reknowed Designer

More like a modern piece of Furniture

Less like a Technical unit.

Wellness and Relaxation

Aluminium and Brushed Stainless Steel

Long Product Lifespan

Classic and Modern

Never Discolours

Instrument Delivery System with Individually adjusted springs.

Slim and Narrow Instrument Bridge

‘The Intelligent Display’: Guiding the Dentist’s Work.

Unit Arm with Double-Articulated Joint and Double Needle Bearings.

Suction is Super-Ergonomic: Smooth Moving, Slim and Compact.

Easy Operation of Rinsing Functions

Upholstered for Comfort During both Long and Short Treatments.

Comfortable rinsing position

Inward bending Footrest

Left-Mounted Instrument Bridge:

Better Integration of Clinical Assistant in Treatment

Faster patient shifts

Saves Dentist Time

Better patient reception

UNIC Selling Points

About Heka Dental

Heka Dental A/S has supplied units to dentists the world over since 1965 and is now one of Scandinavia's leading dental suppliers. This family-run business has kept all of itsproduction, development, and management in Denmark. All phases of the operationsare ISO-certified, thus ensuring high quality.

Heka Dental adapts quality and design to our customers' individual requirements. Delivery, installation, and servicing are undertaken by our extensive and well-trainednetwork of distributors, who ensure that each dentist receives the best possible guidance and information.

You are always welcome to visit us or contact us with any questions or ideas.

Heka Dental A/SBaldershøj 382635 Ishøj, Denmark Telephone: +45 4332 0990 Fax: +45 4332 0980 E-mail: mail@heka-dental.dk Website: www.heka-dental.com

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