It’s The Little Things That Count: 10 Tips For Hearing Aid Retailers

The highly-trained men and women who dispense hearing aids have a very difficult job. They must first learn about the lifestyle of each client and then research the perfect hearing aid to fit the needs of the buyer.

Further, as I’ve mentioned before in this blog, the hearing aid dispenser is often “the face” of the hearing industry, playing the important role of interface between technology and consumer. Even so, the best, most dedicated hearing aid dispenser may not see ultimate success when s/he opens a retail outlet.

So, if you’re looking for the right outlet, or if you’ve just signed the lease, take a few seconds to discover how to best use your office. In the case of hearing aid retailers, it’s the little things that count.

1. Before you rent the office space visit the neighborhood during the day AND during the evening. That quiet, family neighborhood during the day may turn out to be a war zone at night.

Also, consider your business neighbors. Do you think it’s a good idea to open a hearing aid outlet next to a strip club? You want your office to be in a good neighborhood, even if the rent is higher (and it is).

2. Is parking a problem? I like to have my stores in strip malls where there’s plenty of parking and maybe even a store or small restaurant sharing my space pulling in strip mall traffic.

If your customers have to struggle to find a parking spot on the street six blocks away, you might lose a sale or two because the customer just didn’t want to walk a mile to get to your store.

3. Signage. A lot of the signage used depends on local zoning regulations. For example, in some communities, retailers are allowed to erect signs close to the street. In other communities, these stand alone signs are a zoning violation.

Take a cue from your business neighbors. If they have signage out by the road, have a small, tasteful sign made pointing prospects to your store. If you don’t see these signs, don’t break new ground and get yourself and your business in trouble. Be a good community citizen in every way.

As far as signage on the store, a couple of things. Make sure your outlet name can be seen from the street. Make sure the sign conforms to all zoning regs and have it professionally done, even if your sister-in-law was an art major. And keep it professional. Avoid the flashing neon. However, keep a spotlight shining on your store sign at night. It’s all part of advertising.

4. Have your store cleaned regularly. Regularly might be daily or weekly depending on how much foot traffic you get. Carpets should be vacuumed, all surfaces dusted and, if your store has large store front or front door windows, these should be cleaned weekly.

You know the old saying – you only get one chance to make a good first impression. Don’t blow it with streaky glass. It makes a statement about your professionalism.

5. Have product literature available for take-aways. Sell sheets, a consumer’s guide, individual product brochures – it may take a while for the buyer to make a decision. The professional hearing aid practitioner helps along the way with good advice and unbiased counsel.

6. Extend store hours. If your store is open 9-to-5, guess what? That’s when most people are at work so getting to your store requires leaving work. And that makes it harder for you, the retailer, to get those prospects in the store.

Stay open until 8:00 and make sure prospects know that you’re always available by appointment. Also, weekends are shopping time so keep the store open Saturday and Sunday. Close Monday to give the staff a break.

7. Ask visitors to fill out an intake form with contact information and their hearing assessment as THEY HEAR IT. It's also a good idea to collect prospects' email addresses. Tip: use a spousal or significant other form to collect info on the extent of a loved one's hearing loss. 

This information should be added to your business data base. Those in your dbase should receive regular auto-responders in their email inboxes and direct mail pieces when you have an event planned.

8. FREE after care for life. Swapping out a battery takes you a second but some of your clients will appreciate the service. Also, these people become your regulars so when they decide to upgrade, they’ll come back to you.

9. Provide comfortable seating.  I like to put a couch, coffee table and a couple of upholstered chairs around the store. First, I want my store to feel like home. Second, sitting in a “comfy” chair relaxes the customer as a make my initial analysis.

10. In-store signage. I use it but judiciously. Most manufacturers will provide counter-mounted stand-ups and maybe a wall poster. But I only use one or the other. I don’t want my walls covered with huge pictures of a discrete hearing aid. Kinda defeats the purpose, wouldn’t you say?

 

Whether you’re thinking about opening a retail outlet (go for it) or you’re the new kid on the block, take advantage of the little things to make big profits.