In order to survive in a contracting economy, small hearing aid retailers must find ways to cut costs while maintaining a stable client base – return customers who form the ballast of any well-established company.
Today, technology provides some terrific tools that every hearing aid retailer should employ. Specifically, I’m talking about a client management system or CMS, and if you don’t use one, you’re missing some terrific marketing opportunities and you’re also missing out on the opportunity to create more solid and helpful relationships with customers or potential prospects.
What is a CMS?
Well, they come in all shapes and sizes, providing a variety of information. Most likely you maintain an Excel spreadsheet of your client base. Solid gold information but not as useful as it could be.
These home-made databases usually contain basic information: name, address, telephone, email address and maybe some information on treatment history, though many small hearing aid retailers don’t even include this basic information. Too much trouble. Not enough security. Whatever the reason.
A client management system is much more than a simple database. Today’s software allows you to quickly follow all transactions with every customer you’ve helped: name of unit, hearing evaluation results, next check-up – virtually every interaction you’ve had with every client can be stored and tracked using a basic client management system.
For example, tracking appointments is a breeze and rescheduling can be done with a click. You can track prospects who have visited the store but are still deciding. A telephone call from you to answer questions might make the sale. You can sort out data to develop better business numbers:
- What communities provide the most customers? (your service area)
- What brands do most people purchase?
- What are price break points that push a buyer into a higher or lower grade of device?
- Which services are most used?
- Which advertising is most effective?
The Scope of CMS
A good CMS allows you to determine the metrics that will be most useful to you, and since each business is different (different products, different locations, etc.), a flexible CMS is a must.
However, since you determine the scope of the data collected and tracked you can simplify routine tasks (like reminder cards) and provide more attention to your clients as they come through the front door.
A good CMS should equip you to track all activities with every client. Further, it should be a cumulative filing system that grows as your experiences with clients expand. It should also equip you to track things like inventory, special orders, discounts and other critical data as they apply to each client. If a customer gets a rebate, make sure your CMS reminds you to call the company or send in the paperwork so that client gets his or her rebate.
A good CMS equips you to provide more targeted care, spend less time on administrative chores like billing and insurance and more time working with clients. And that’s what you should be doing.
These software packages may be pricey depending on how detailed and analytical you want to get. But a good CMS will more than pay for itself in repeat business and increased productivity across all aspects of your hearing aid business.
To learn more, simply Google client management software to find the tool that best fits your business needs.
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