Supplies should be one of the easiest parts of a dental practice, not another problem on a long list of cancellations, staffing issues and insurance reimbursement. In this conversation, Kyler Nixon sits down with fellow Wisconsinite Jordan Lorenz from Green Bay to talk about what it really takes to run a dental distribution company that feels both fun and serious.

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Jordan explains how Dental City balances private label and house brand products with top manufacturers so practices can choose between infection control consumables and premium clinical materials without losing brand trust. He shares why the team chose a colorful, clean look instead of the typical sterile distributor site, and how that connects directly to a culture that is competitive, playful and focused on growth.

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From leading sales and marketing together to installing 21 robots in the warehouse, Jordan keeps coming back to the same idea: understand how people buy, keep the hurdle to purchase low, and get the boring stuff right over and over again.

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👤 Guest Bio

Jordan Lorenz leads sales and marketing at Dental City, a privately held dental distribution company in Green Bay. He works in an environment that is both fun and competitive, with fat tire bike races, obstacle courses, full court and half court basketball, a racquetball court and a workout facility on site. Jordan focuses on helping a dental distribution business that sells dental supplies across the country keep its brand colorful, clean and different from the sterile feel that often shows up in dental and medical distribution.

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📌 What We Cover

• How a dental distribution company sells dental supplies across the country, from infection control products like gloves and masks to filling material and local anesthetics.
• Private label, house brand and white label products in dental distribution, and why it is important to also carry really great branded product from some of the top manufacturers in the world.
• The brand connection created when a house brand sits next to big names like 3M and Honeywell, and how that can produce retention and an element of separation while giving practices options on price and consumables.
• Why Dental City chooses a colorful, clean, opposite of sterile brand presence with a fun logo, bold color and even a football player on the homepage to stand out in dental and medical distribution.
• A culture that is fun and serious at the same time, with fat tire bike races, an obstacle course, basketball courts and racquetball, all inside a company that is pushing for growth and wants to win.
• Jordan’s view of leading sales and marketing together so they are aligned on acquiring new customers and growing current customers while still operating on their own agenda with independent calls to action and flows.
• How every customer who comes in from marketing channels like email, direct mail, flyers, LinkedIn ads or Google shopping still needs to be serviced on the sales end because dental practices are cyclical buyers, not one time transactions.
• The mix of sales channels that matter right now, from picking up the phone and dialing to trade shows, catalogs and marketing pieces in the mail, along with digital paths where people find you on Google shopping and buy directly.
• Why Jordan pays attention to consumer behavior like shopping on Amazon, preferring text messages and consuming media in small and short snippets, then expects those patterns to show up in B2B buying inside dental practices.
• The reality that the person purchasing supplies in a dental office wears multiple hats like assisting a doctor, doing hygiene, patient scheduling and following up on insurance reimbursements, and may only have 20 or 30 minutes a week for supplies.
• How Dental City thinks about making the hurdle to purchase as low as possible, keeping ordering easy and the outcome predictable so supplies become one of the easiest and most predictable parts of the day in a dental practice.
• Why Jordan believes the days of the endless aisle for smaller brands are over, and why staying focused on dental practices instead of chasing every adjacent industry is a safer path than trying to sell all things to all people.
• The story behind putting 21 robots into the distribution facility, and how that project showed the importance of planning, research, finding the right partners, implementation, execution and change management.
• The idea that every day is a school day, sometimes with tuition that is more expensive, and how that mindset supports continuous learning from marketing risks, warehouse automation and strategic initiatives.
• How a privately held organization can move quickly, pivot when market opportunities arise, and use core fundamentals so the team is ready when tariffs or other big changes hit the distribution landscape.

🔗 Resources Mentioned

• Dental City
• LinkedIn
• Amazon
• Google Shopping
• 3M
• Honeywell
• Grainger
• Uline
• Fastenal