Remember, You Sell a Service

Let’s say there are 20 or 30 competing hearing aid retailers in your sales region. Many of these outlets sell the same, well-known brand names – Phonak, Starky, GNResound, Oticon and other quality brands.

Now this store might not carry Oticon and this one over here may not sell Phonak, but the point is this: most hearing aid retail outlets are selling out of the same book. There are only some many quality products that a reputable hearing technologist would sell.

So, if these 20, 30 or even 50 outlets are all selling basically the same exact same products, how do you differentiate your outlet from the competition. There are lots of good ways.

Let’s look at a few.

Reputation Management
One unhappy customer can be toxic, spreading the bad word about your business to friends, neighbors, family, co-workers. It doesn’t take too many of these toxic chatterboxes to damage your business reputation.

Reputation management is critical to any business in which people place their trust – from certified financial planner to hearing aid technologist.

If there’s a problem with a single unhappy customer, you simply have no way of knowing
how bad your reputation is hurt. In small communities, these things spread like wildfire.

So, even if you have to take a loss, keep every single one of your customers 100% happy 100% of the time. Build up that kind of reputation in town and you’ll enjoy the free benefits of WOM – word of mouth marketing – the best marketing any retailer has.

Scheduling, Appointments and Walk-Ins
If you have a 1:00 appointment, be there, be ready to do what needs to be done, be courteous, professional and on time.

I like to schedule 15-30 minutes between appointments. This enables me to do two things: (1) prepare for my next customer and (2) to at least introduce myself and pass on some literature to any walk-ins. It’s important that all your customers feel cared for.

Special Features
Some outlets sell and fit hearing aids. Period.

They can do so much more. Hold classes and hand out the free materials available on my site hearingtutor.com.

Hold free evaluations. Schools, service organizations (Lions, Elks, etc.), a community open house, set up a hearing evaluation station at the local town fair. That belly-to-belly contact is so much more effective than an impersonal phone call.

Offer special discounts to seniors, special needs populations, pediatrics. Your prestige will grow, especially if you notify the local newspaper of your special efforts.

Drop prices on overstocks and offer refurbs for those looking for a bargain.

Offer a money back guarantee (assuming the unit is in saleable condition).

Offer post-fitting classes and even one-on-ones to help the customer through the transition process – usually about 30 days.

Sponsor community events and “donate” free hearing screens as raffle prizes, door prizes, etc.

Sponsor a local sports team.

Notify local media when you’re holding a special event.

Buy bulk TV ads on local cable. When you buy a bundle, you can often pick up 100 spots for $500 – and the cable company will even create a nice looking ad for you.

You get the idea. Sitting behind the counter and placing the weekly advert in the local press just doesn’t cut it. Too much wasted time.

Go proactive, tell the community you’re here, you want to be a part of the neighborhood and you’re going to prove it – every day.

I’ve used these marketing strategies in a variety of situations and every one generated immediate store traffic and lots of smiles and handshakes on Main Street.

Oh, and hey, isn’t that what you want for your local or regional outlets. Just remember, all outlets sell the same basic catalog of hearing devices.

So market your outlets for the service, quality of products, convenience and good corporate citizenship.

In the short- and long-run, you’ll build business success and as a bonus, you’ll make a lot of happy friends in town.