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KEYNOTE

	CONSEQUENCE OF CONVENIENCE A dramatic increase in bottled water consumption is having some unintended effects on oral health. We explore the issues, clinical approaches that can help, and their impact on sales >> Read more

	FULL DISCLOSURE Ideal for implant therapy, three-dimensional cone beam computed tomography helps ensure successful outcomes. Here's what sales pros should know about this technology >> Read more

	HAPPY PLACE Clinicians have many options at their disposal to keep patients calm and comfortable during local anesthetic injections >> Read more

	TELEPHONE TAG You can improve sales success by giving clinicians and gatekeepers a solid business reason to return your calls >> Read more

Louis Malcmacher, DMD, MAGD
"This is where the guidance of an experienced sales professional is invaluable. After all, every dentist has a slightly different skill set, and a product that works for one may not work for another. The only way to know whether a product is a good fit is to actually get it into the clinician's hands"

>> Read more

COLUMNS

Jim Ferrell, MBA
"It is important for sales professionals to understand what's occurring in this manufacturing powerhouse. And a key point to consider is that when it comes to dental products, the quality of Chinese items may be an even bigger issue than price undercutting of goods manufactured in the United States"

>> Read more

Closing Pitch
One-on-one with Brian Melonakos, Shofu

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Mentor Honored for Editorial Excellence
In late April, Mentor earned a Maggie from the Western Publishing Association (WPA) for editorial excellence in trade magazines. The Maggie Awards, an annual event held by the WPA, honors the best print and electronic publications in terms of editorial quality and design. > Read full article
BONUS WEB CONTENT
Full Disclosure May 2012 Happy Place May 2012 Consequence of Convenience May 2012 Telephone Tag May 2012 Sensitivity Training May 2012

EDITORIAL FEATURES

On The Radar
All-ceramic restorations on display

Ceramco3, IPS E.Max Cad, Ceramage, lava iltimate and more

>> Read more

Need To Know
Industry News you can use

How Does Your Paycheck Stack Up?, Product Information to Go, Dental Supplier Makes List and more

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MENTOR's MISSION

The mission of Mentor is to provide an educational and easy-to-understand magazine that supplies dental sales professionals with knowledge about the clinical applications of the products they sell. The goal is to empower sales executives with a greater understanding of their customers' needs, making them better equipped for sales success.