This series of blogs was prompted by a request to speak at a meeting of x-ray dealers.  The question posed was, “Well Dan, you have been selling to x-ray dealers since 1981.  Is there a future for the x-ray dealer?”

Having just celebrated my 63rd birthday, I guess some people think I have great insights.  Ok, I’ll assume they are correct and will try to answer this age old question.

My answer is “yes, but”.  Read more to understand my answer….

It starts with me asking you a question: “What is your business’ mission statement?”

It was all the rage several years ago to create mission statements. Many companies list theirs on their websites, business cards, stationary, invoices, etc.

Here are four I’ve recently come across:

“Our mission is to enhance the x-ray industry by delivering cost-efficient, time-saving, and unparalleled service to x-ray facilities.  In order to do this, we must continually provide products and services that bring stability to an increasingly dynamic and complex environment.”

“Our goal is a simple one, really.  We just want to provide the best possible service and products for the best possible price.”

“Our mission is to provide our customers with technically advanced medical imaging solutions and information systems that produce superior results with unparalleled levels of support and service.

And finally…

“It is our Vision to lead our industry as the service and supply company of choice to help our customers provide essential diagnostic services and we will do this by offering services with a modern professional team that exceeds our customer’s expectations for quality.

“It is our Mission to become the best at providing equipment, products, and service to aide our customers in providing the highest quality healthcare they possibly can.

“Our Values:

  • Integrity
  • Quality
  • Service Excellence
  • Professionalism
  • Compassion
  • Fiscal Responsibility”

I could list dozens more, but I’ll spare us.  I prefer the “short and sweet” statements.  They are more laser-focused.  I’ve included the last one because it really lists all the things a good business needs to do to remain a good business.

In summary, here’s a list of attributes a mission statement might include and a good business should try to embody:

  • Focus on the customer.
  • Excellence of service.
  • Continual process improvement.
  • Attention to building the company’s team.
  • Care for the community.
  • Desire to take the long-term view in order to build and maintain a viable business and give value to the customers.

As important as are the internalization of these values and a mission statement, I argue that public mission statements are really just advertising and marketing hoo-ha.  I think that for most of us, a business is about making a living for ourselves, our families and our employees.  We may get great pleasure from the work we do, but if a fairy godmother gave us all the money we needed, I don’t think many of us would be working.

That said, here’s my unpublished mission statement:

BE PROFITABLE

OK, I can hear the jokes already…but I’m serious.  Perhaps this mission statement is too long.  Here’s what it should be…PROFITS!

What makes this mission statement great is that it is an actionable statement that is built on layers of obligations that I have spent years thinking about.  I want a healthy company that will last at least through my work life.  I want it to provide a great living for my family, and allow me to engage in the charitable and leisure activities I need to, want to, and feel obligated to do.

This means I have to fulfill all those attributes I listed above and more.

But only one word is needed to remind me of what I have to do.

I believe that my mission statement is also yours and your employees’.  It is also the mission statement of your vendors and most of your customers.  There, we can now also agree that everyone’s

I’m not saying “all the profits to me”.  We’ve got to share.  Share with your supply chain partners and with your customers.  One of my mentors said it this way, “Imagine your customers and suppliers are at the negotiating table with you.  There is a big pile of money on the table.  You have to figure out a way that when you leave everyone has their pockets stuffed, there is no money remaining on the table and everyone feels like a winner.” That is how I have run the equipment brokerage business I started seven years ago after thirty years in the x-ray manufacturing business.

What is the future of the x-ray dealer? Part 1 of Answer:  The company that has a laser focus on what their mission really is, has true vendor partners and customer partners, and allows everyone to meet their “missions” in each transaction.

Next blog…”The Circle of Life…