Founded in 1930 by Benjamin Cohen, Benco Dental sells supplies, equipment, and practice consulting to dentists throughout the U.S. Benco has 850 employees in Wilkes Barre, Pennsylvania, as well as in New England, the South, and the Midwest.
To meet Benco’s aggressive sales growth goals, George Rable, Director of Human Resources, needed to find and retain the right people for the company’s four types of sales positions. He recognized that, depending on the product and the prospective customer, the different jobs require individuals with varying combinations of assertiveness, people skills, pace, and detail-orientation. “For instance, relationship building is more important for some of our sales jobs than for others,” he said.
Rable discovered that the Predictive Index (PI®
) could help. With his PI® Consultant
, he designed behavioral job profiles for each of the four selling positions. He discovered that PI®
could show him the traits linked to success in each position and the management strategies that would result in better retention.