Most doctors I know abhor the task of compiling a list and shopping for dental equipment to support a new, remodeled, or upgraded facility. They fear being taken advantage of by unscrupulous salespeople who will over-equip their facilities with unnecessary components and products at the greatest reseller margins. I was counseled in the last days of dental school to not trust the dental equipment suppliers to act in my best interests. Much of the disconnect between dentists and equipment reps comes from the dichotomy of sales and marketing vs. a dentists technical training, which is based on years of deductive reasoning.OK, so how do you shop for and make major dental equipment purchases? Gathering information and taking positive, goal-directed steps always help overcome the fear of dealing with the unknown. Lets start with some background information on the dental equipment manufacturing and sales process.Manufacturers of Broken Tooth Treatment equipment such as A-dec, Pelton & Crane, Sirona, Gendex, etc., design, develop, fabricate, assemble, ship, and market equipment. Some manufacturers have only one piece of equipment, but most major companies have several different products with multiple choices within each specific product type.Patterson, Sullivan-Schein, and the other independent dental supply companies resell manufacturers equipment to you.My experience in this process has been that resellers cannot financially support and successfully sell a product unless their sales margin is at least 20 percent. The great and enduring manufacturers are able to find the proper balance between providing quality products to the end-user and supporting their reseller network with marketing, financial, and technical assistance.You cannot purchase equipment directly from a manufacturer that distributes through a reseller network. The assignment of sales proceeds would be an unpleasant and murky task if you had manufacturers reps and resellers competing with one another to sell the same products within a region. Emergency Dental Clinic.