4/29/09

Boost Hearing Aid Sales With Special Promotions


SHOW THE TOWNSFOLK THE LATEST IN HEARING SOLUTIONS


Hearing aid dispensers should take the vanguard role in leading the campaign to improve quality of life through better hearing. And, simultaneously, increase their business’ bottom line.

 

Through special events and promotions, you attract the attention of people interested in learning more about hearing loss solutions. You also deliver services to the community that (1) help those in need and (2) establish your business as a good citizen of the community.

 

So, here are some suggestions for creating increased interest in hearing health and wellness.

 

In-Store Seminars

Put up an urn of coffee, buy some pastries and advertise your free in-store seminar on the latest in hearing technology. Contact the marketing departments of your product line reps and ask for speakers, product literature, video presentations and other useful, informational tools.

 

Schedule the seminar for early evening so that more people can attend. Offer hearing evaluations, information on hearing loss and, of course, provide information on the latest in hearing technology.

 

Take frequent breaks and have enough staff on hand to answer all attendees questions.

 

Promote the seminar through the local newspapers well in advance of the actual presentation date. People need time to plan ahead. If you have the marketing capital in the budget, grab some radio and local cable time, too. These outlets will actually create a professional looking or sounding promo as part of the package.

 

Location Seminars

I’ve discussed local service organizations previously but they’re always worth a mention. The Elks, Knights of Columbus, Chamber of Commerce and similar organizations are always looking for public speakers for their monthly luncheons.

 

In this case, create a PowerPoint presentation (very easy to do) that describes the hearing process, the causes of hearing loss and hearing loss solutions available today. DON’T make it one long sales pitch. If you provide good, understandable information, listeners will get the picture without you driving home your upcoming sale.

 

Health Fairs

If your community already has an annual or bi-annual health fair sign up for some booth space and offer minimal testing (even a written hearing exam). Be sure to have plenty of different product samples and take-aways provided by manufacturers and from other sources like hearingtutor.com where you can download sell sheets, a consumers’ guide and other marketing materials license free, meaning you can print up as many as you’d like. These kind of take-aways keep your business’ name in front of the prospect.

 

If your community doesn’t have a health fair (or even if it does) organize one. Most communities will provide the space in a school gym, for example. Contact local health care providers and hospitals, most of whom will be eager to participate. Again, if you produce a PowerPoint presentation, it can run in a loop on your laptop, drawing in the curious prospect.

 

Coupons

Very effective, especially when used in print advertising.

 

A FREE hearing evaluation is standard. But, with the economy in trouble and people concerned about keeping their homes and losing their jobs, hearing aids have become a “discretionary” purchase – at least for the time being.

 

Talk to your manufacturers to see if you can find a way to lower the price on certain models or brands.

 

Direct Mail

Very expensive but it can be effective.

 

First, you’ll need to buy the mailing list. This can be sorted by zip code, age, household income and so on. But expect to pay for those names – and you pay the data provider each time you do a mailing.

 

Track direct mail results carefully and start building a database of warm leads – individuals who responded to the mailer but didn’t make a purchase. A follow-up letter may be the push the recipient needs. But don’t be a pest.

 

Have a professional design the mailer, make sure it conforms to postal regulations and purchase a bulk mail indicia so you don’t have to lick 5,000 stamps.

 

Integrate Promotions

Just as you drop a 55K mailing within your service area, up your space and frequency in the local paper and add some local radio spots, which are practically free. This creates a bigger impact.

 

Using special events requires a pro-active approach to business citizenship so get out there and spread the word that hearing solutions are available for almost everyone.

 

These new customers will thank you many times over. 

4/27/09

The Top of the Sales Arc: Part 2






Low Profile; High Power

Just What The Customer Ordered

To learn more about the start of the sales arc, please click here.

 

During the initial phase of the sales arc the hearing aid practitioner takes the time to learn about the lifestyle and preferences of the client. An in-take form is prepared and properly filed. And, if scheduled, the hearing professional may conduct a hearing evaluation to complete the data gathering phase.

 

At this phase of the sales arc the dispenser can assume that the client has decided to make a purchase. (Why else spend all of that time and having a hearing evaluation?) So, it’s time to turn to the priority list prepared by the client.

 

Part 2 of the Sales Arc: Matching the Client with the Right Device

Part 2 of the sales arc focuses on fitting the right hearing device to suit the needs of the buyer. For example, the number one preference of one client might be discretion. “I don’t want people to know I wear a hearing aid.”

 

If that consumer experiences mild hearing loss a CIC is the appropriate choice to meet the customer’s number one priority. But what about the patient who experiences moderate to severe loss of hearing? A CIC may not provide enough “juice” to address severe hearing loss.

 

Educating the Consumer About Hearing Technology

Even the most astute consumer won’t know much about the state of hearing aid technology. That’s where you come in. When it comes to hearing aid tech and the menu of options, the hearing aid dispenser is in the best position to fit hearing device to hearing need.

 

So, you do your research. If you find a CIC that’ll deliver the boost required by the buyer with severe hearing loss, that’s one option. But, remember, you’re a teacher. So, lay out other options at the top of the sales arc – options that the consumer wouldn’t be expected to know. For example…

 

…a typical buyer who walks into your store is probably unaware of the advancements made in the past few years with the use of digital technology. Many still perceive hearing aids as clunky, heavy and totally unattractive. At this point in the education process, the dispenser should point out other viable options – especially in the case of moderate to severe hearing loss.

 

All it takes is a single look and a quick fitting for the consumer to understand the state of current hearing technology. Today, the more powerful BTEs come in low-profile packages but still deliver the power required to address the buyer’s severe hearing loss.

 

Now, this isn’t part of the selling process. That’s been done. Your job, at this stage in the sales arc, is to lay out the consumers’ options and to detail the pros and cons of each.

 

You are the professional. So make your recommendations:

 

  • Without the consumer’s priorities in mind, make your best recommendation based on the hearing evaluation results alone. The buyer may change his or her mind based on need once that need has been determined.

 

  • Next, make your best recommendation based on the consumers’ lists of priorities. For example, if convenience ranks as a high priority, introduce the buyer to the state-of-the-art features including automatic reminders that the wearer has an appointment with you next week.

 

  • Describe the pros and cons of each type of hearing aid. We’re not talking brands at this stage. Just hearing aid styles and how consumers feel about them, both positively and negatively.

 

Let the consumer decide. I can’t state this more emphatically. Yes, you’re the expert but the consumer will be the one wearing the device each day. Never push. However, if the consumer’s decision won’t solve the hearing loss, you have a professional obligation to point that out. In other words, try to fit device to consumer and vice-versa based on your understanding of the consumer and the range of hearing aids available.

 

Financing

Once the decision has been made, you may have to discuss financing. (We all know how expensive a good pair of hearing aids are.) If your store offers financing (and it should) this will be discussed with all terms laid out in simple, easy-to-understand language. There is no room for subterfuge if your store finances the purchase. It is totally unprofessional and not in the best interests of your buyer.

 

  • If possible, fit the buyer with a pair of devices. Recommending a single device may save money but it won’t produce a satisfying listening experience.

 

  • Complete the transaction with a detailed invoice, a payment schedule (if you provide financing) and the collection of a down payment if that’s part of the agreement.

 

  • Fit the device to the consumer’s ear shape. Adjust channels based on hearing evaluation results and client preferences. Also, explain the controls to the patient – things like manual volume control, feedback squelch and so on.

 

  • Make sure you educate the patient on the transition phase – something about which I discuss in the final part of the sales arc series. Many of your buyers will assume that hearing will be “normal” – just like in the olden days. Part of your job is to prepare the patient to adapt to a new kind of hearing.

 

  • Make sure the client has all contact information.

 

What you want when a buyer leaves your store is a confident, educated and satisfied customer. This is not only an aspect of your professionalism, it’s the best way to build your business and reach the top of the sales arc more often.

4/23/09

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.

4/19/09

Discovery: Phase One of the Sales Arc








Consider the consumer's lifestyle!


As a hearing aid practitioner of 40 years, I’ve learned a great deal about people and technology. Certainly the technology has changed since I first began to practice. Back then, hearing aids were big, clunky and they weren’t very effective. Feedback, spikes in volume, limited tuning.

Today, my clientele has also changed. When I started, I mostly saw people in their 50s and older who experienced nerve deafness brought on by the aging process. Pretty normal. Now I see clients in their 30s and sometimes even in their 20s. These consumers have experienced hearing loss, not because of age, but due to long exposure to loud noise, maybe in their workplaces and sometimes from listening to loud music for hours at a time with ear buds.

So, over the years, I’ve learned to stay current with the latest in hearing technology and with the consumers with whom I work.

The Discovery Phase of the Sales Arc

When a new client makes an appointment, or simply walks into one of my hearing aid retail outlets, I begin, not with a hearing evaluation but with a lifestyle evaluation. I want to know as much about the buyer as I can so, I pour us a cup of coffee, get comfortable on the couch and just talk for a while.


 The things I’m looking for include:

 

  • type of work the consumer does
  • how long s/he has noticed a change in hearing
  • what the consumer does for recreation
  • family situation
  • common environments (We eat out at least twice a week!)
  • impact of hearing loss on work and home life
  • consumers’ priorities

Consumer Priorities

The most common priority is price. New buyers of hearing aids usually experience sticker shock when they realize that even an entry-level device is going to cost $1,000 – per ear! I urge each consumer to consider the quality of life benefits that a quality hearing aid delivers and to not let price be the number one priority.

 

Some buyers want a low-profile. Some want complete discretion with a CIC device. Some want convenience or the ability to use a cell phone without ear-splitting, whistling feedback. Part of my job is to learn what’s important to each client and, sure enough, each client has a different set of priorities.

For example, some want to be able to swim with the kids at the beach. It’s an important family activity enjoyed by the whole gang. In a case like this, I’d recommend a waterproof, or at least water-resistant hearing aid, one with a membrane to keep water away from the delicate circuitry.

 

On the other hand, if the customer leads a sedentary life, I’d move them toward (1) a lower-priced device that didn’t require a moisture-proof barrier or (2) a hearing aid that had more convenience features like automatic volume adjustment or wireless connectivity.

A simple, 15-minute chat over a cup of coffee reveals a great deal about each client. And I get to enjoy my coffee throughout the day – an extra, added benefit.

 

The Hearing Evaluation

Sometimes buyers have been to an audiologist or ENT doctor and come with a prescription. Even then, I still take the time to learn about the patient – something an audiologist or ENT might not do. Why? Because they’re in the business of developing empirical data and an accurate diagnosis that is then handed to me.

 

It’s my job to fit the right device to each consumer.

 

In other cases, I see a number of walk-ins who are “just browsing.” Well, they’re browsing for a reason. They recognize hearing loss. So, I let them browse and make myself available to answer questions.

Then, I go through my usual list of queries to develop a picture of the consumer and, if no hearing test has been performed, I employ a battery of tests to develop the empirical data I need to fit the consumer with the right hearing aid.

For example, I may discover during testing that a prospect has moderate or even severe hearing loss across all frequencies. My first question? How long has this hearing loss existed? If it happened overnight, or in a short time span, I send those individuals to an MD or ENT professional. A quick loss of hearing could easily be a sign of a stroke or some other serious medical condition.

However, if the hearing loss falls into the “expected” category, I now have empirical data that I can synch up with the lifestyle, budget and personal preferences of each consumer.

The Right Stuff

I know what’s important to the buyer and I have the evaluation data. This enables me to select two or three units from my product lines and offer options to the customer. Discrete and low-profile, flashy, low-cost or wireless connectivity – whatever the customer’s needs, I make sure to have several options.

This makes that buyer a stakeholder. Once a choice is made, I can quickly tune the devices if I have them in inventory, or have the devices overnighted and have them in the next day or two for a fitting.

The point is simple. A good hearing aid practitioner doesn’t sell hearing products. A good practitioner sells a better quality of life. An improved listening experience. The ability to stay on the job or in the game longer.

A good hearing aid practitioner is a good listener – especially during the discovery phase of the sales arc. Learn what’s important to the buyer and you’ll have lots of happy buyers, each a salesperson who spreads your business’ good name through good old word of mouth advertising.

Take the time to discover what’s important to each customer. That’s how you build a profitable hearing aid business.

Try it. I’ve been doing it for years. It works.

4/15/09

Use Client Management Software To Stay In Touch














Stay in Touch With Clients Using A CMS

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?

Plus, as your client management data increases, you can target previous buyers by direct mail or e-mail. And don’t forget hearing evaluation and tune-up mailers, and e-mail auto-responders. Simply set the date the reminder is to be sent and the client management system does the rest. A real time and money saver.

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.

 

 

4/13/09

Beating the Competition: Local Hearing Aid Retailers Go Ear to Ear







From Phonak: Protect Your Market
With Quality Products




When competition moves in to your service area, here's how keep your market share - and even grow it!

By John M. Adams III


As a hearing aid practitioner you already know how difficult it is to draw in prospects. Many individuals who would benefit from a pair of hearing aids are put off by the process – testing, selection, fitting, adjustments, refitting – it all sounds like a big hassle. And to be honest, it can be for both customer and dispenser. Every dispenser wants to keep it simple for any potential customer who walks through the front door.

 

Then there’s the price question. People see these ads on TV for “assisted listening devices” selling for $14.95 plus shipping and handling. They then walk into your store and see hearing aids that have 22 channels for finely tuned hearing. Only problem is these hearing aids cost $2500 apiece, or $5K for a set. Sticker shock is a common phenomenon for the hearing aid retailer, which is why it’s so critical to educate the consumer to explain the dangers associated with ALDs that do not have limiters to protect the user’s already damaged hearing mechanism.

 

Now, if you’re the only store in your service area you have an obvious advantage. If the next outlet is 50 miles away, you’ve got a locked-in market. Congratulations. However, only 2% of all Americans use hearing aids, so it’s still an uphill battle – one with which we’re all familiar.

 

The New Guys in Town

In an active, urban environment competition among hearing aid practitioners is the norm. Not so for small town businesses that may have a lock on the market, though naturally, that market is much smaller. I sell hearing aids in Vermont – the state with the lowest population east of the Mississippi River. It’s country up here, though we do have some “larger” communities.

 

So, when a new hearing aid practitioner opened in the same geographic area that I serve I knew I had a problem. Oh, I had a nice client base built up over time and I was well known in the communities I serve. But competition is competition so I knew I’d have to push harder, keep a closer eye on sales trends and of course, do a little reconnaissance on the new player in my sandbox.

 

A Drive-By

The new hearing aid outlet did a big media push before they actually opened their doors for business but the first thing I did was take a drive by my new competition to size up their store, neighborhood, amount of likely foot traffic, how far were they from a major road and other factors that are used by buyers to determine which hearing aid retailer to go with.

 

The store was small but in a busy strip mall that saw a lot of traffic from a convenience store, the town deli and other small businesses typical of small town USA. Good signage, a neat and clean appearance and plenty of parking.

 

I didn’t attend the grand opening with the balloons and give-aways, including a free hearing evaluation (of course). But I asked a friend to attend to see, face-to-face, the new owners of the competition. She collected business cards and slowly wandered off.

 

Competitive Analysis

The first thing I saw was that the business had a web site so, naturally, that was my first stop. The site was simple but it provided a printable map, a long list of services, professional biographies of the professionals and some information on sales of products. I could immediately tell this owner was a real professional and that to keep my market share in a very small, rural market, I had my work cut out for me.

 

I also paid very close attention to the advertising used by my new competitor. They used quarter-page adverts with co-op templates provided by hearing aid manufacturers. I did the same only with a different template.

 

I tracked the activities of the new competitor. For example, the website had a blog but there were never any new posts. Either the store was so busy (I knew that wasn’t the case since my sales were holding steady) or none of the owners could write. A blog provides information, establishes professional credibility and can even be used to announce special sales, health fairs, community events – it’s a community bulletin board. Yet, for over four weeks not a single post.

 

This was an opening that I could use to my advantage. I had a blog. (You’re here now.) So I upped my posting activity to keep my regular clients up to date on what my stores were doing.

 

Sales and In-Store Events

I also made a telephone call to find out what brands the new store carried. Fortunately, there was no overlap. We both carried a range of products at different price breaks to appeal to a wide variety of competitors.

 

I called the sales rep of one of my best-selling product lines. We’d spoken before and had a nice telephone friendship. I explained the situation and asked if the manufacturer would cut its margins for a few months while I undersold my new competition. The manufacturer’s rep was able to shave off a bit on my wholesale price but most of the lower price would have to come from me.

 

Any way, I slashed my margins on several well-known, high-quality brands – in one case creating a loss leader – one hearing aid that I was selling below my own cost. That’s one way to go broke fast, right? Well, it was a drastic move but I actually saw a slight increase in store traffic and sales increased a bit.

 

We began offering free hearing evaluations with a coupon. That brought in more traffic than I ever expected. Funny thing, though. It was obvious the new competition was watching what I was doing because they began offering free evals with a coupon.

One thing that really added some octane to store sales were talks by professionals. I announced these events well in advance, put out some coffee and simple refreshments, rented a few dozen folding chairs and had local, medical professionals come in to discuss hearing loss. Then, we’d follow up with a Q&A that lead to a quick overview education of the hearing process and hearing technology solutions.

 

Beating the Competition

If you’ve enjoyed the luxury of a closed market, don’t count on things remaining that way. A new store or franchise may open up right down the street. So what do you do?

 

  • Check out the new store ASAP. How far are they from you and how much of your service areas overlap? The less, of course, the better.

 

  • Have a friend visit the store to check out the inside. Or, if you see synergistic opportunities between two hearing aid retail outlets, go visit your new competitor and strike up a positive relationship – maybe even share some promo costs.

 

  • Cut margins, at least until the geo-specific hearing aid battle settles down. Even if you sell below cost, you’ll get that back by building a larger, more loyal client base.

 

  • Track the competitor’s activities. What kinds of ads are they using and where? The local newspaper will tell you a lot. If you see that the competitor’s ads are shrinking in size, you know the new store is NOT pulling traffic with their print campaign.

 

  • When the new phone books arrive, see how your competitor has positioned himself and how much space they’ve taken under specific yellow page headings.

 

  • Expand service offerings. Bring in professionals to discuss hearing loss and hearing aid solutions. Talk to your manufacturers’ reps. Some makers of quality hearing aids provide speakers who travel from outlet to outlet providing impartial, quality information.

 

  • Advertise in-store events at least three weeks ahead of the actual event date.

 

  • Don’t necessarily follow everything the new competition does. Wait, watch and learn. If the tactic is successful, the competitor will continue to use it – something you might consider adding to your promotional tool kit. If it doesn’t work, the competitor will stop using that tactic and you’ve saved yourself some money.

 

Having the market locked up for lack of competition is great, but few of us actually enjoy that luxury. So, when the competition moves in, be ready. Then, follow a few simple steps to beat that new competition.

 

Who knows? Maybe they’ll just go away! 

4/6/09

Do Print Ads Still Work?








With all the talk about web-based advertising, personalized search and local search, there are lots of independent hearing aid practitioners rushing to build a web site ASAP, hoping to beat the competition and make a little of that web cash.

But before you hire a pricy web site designer and smooth talking web writer, take a look at your marketing efforts as a whole. If you put all of your marketing dollars into a glitzy, optimized web site and that web site doesn’t pull as promised, you may be out of business (though still have a great looking web site).

The Problem With Print Advertising

Print ads have always been the staple for the independent hearing aid specialist. Daily ads in the local paper were a given and a quarter page ad in the telephone book more than paid for itself, even though the monthly bill to the phone company was lethal!

Things have changed. My morning newspaper is about the size of a pamphlet. And most of the coverage is local sports and stories taken from the newswires – the same stories you read the day BEFORE on AOL or Yahoo!. There’s no way a newspaper can compete when it comes to timeliness of news delivery. None!

That’s why so many newspapers are going under. Magazines, too. People just don’t read magazines like they used to. Special interest magazines are still popular so, if you’re in to fishing you might get a fishing magazine each month, but the subscription figures for print journalism tell a bleak story.

Limited Options = Unlimited Opportunities

Even so, there are plenty of people who wouldn’t give up their morning paper over coffee for love nor money. And there are still people who prefer to read a magazine than listen to the tales of woe on the news each day – 24-7.

So, to cross print adverts off your marketing list would be a mistake. Heck, I know people who don’t even own a computer. Never will. They don’t Twitter, Plurk and they wouldn’t know a blog if one came and sat in their lap. These are people who grew up with print media and that’s the media with which they’re comfortable.

So, you have a captive audience in print. The people who subscribe to the local daily are avid, dedicated and interested folks – the exact kind of folks you’re trying to reach. So, before you eliminate that ad in the local paper, call your ad manager and see if you can negotiate a better deal. You give something (a longer commitment) and the paper gives something (a lower per-insertion cost). Win-win. Oh, and you’ll be surprised at how eager the local marketing rep at the newspaper is to negotiate. Some of these old time newspapers are slashing cost-per-column inch just to stay afloat.

The number of people reading newspapers and periodicals is shrinking, there’s no doubt about that. But, the people who still take a subscription to the newspaper and Time magazine are the sweet spot of your market.

Aim for it.

The Yellow Pages

This one is a little tougher, but still a no-brainer. You have to have a presence in the yellow pages but, in this case, there’s not much room for negotiating. Even though there are competing telephone book publishers, yellow pages advertising is expensive. So, a couple of tips.

First, go with the edition that best targets your service area. Some companies publish regional directories that cover a couple hundred square miles. It’s not likely that an advert in a regional yellow pages is going to pull prospects from 50 miles away. There are closer providers.

Second, focus locally. There are publishers that publish phone books by community – each community gets its own phone book, just like the old days. Because these directories cover a smaller area the ad prices are lower. And because these phone booklets are targeted by town/zip code, you are nailing your service area. Funny. People tend to keep these local phone books because it’s a lot easier to find a service provider in town than to drive half way across the county for a hearing evaluation.

Marketing Integration

One final and critical point. Integrate your on-site and real world marketing so one plays off the other and vice-versa.

Be sure to include your web site address (URL) in all of your print ads – in BIG TYPE. The curious will check out your web site for additional information – like a printable map, perhaps, to pay your store a visit.

Your print advertising can and should direct readers to your web site. But it should also stand alone for those readers who don’t own a computer and still use the ol’ rotary dial telephone.

They’re out there. And they’re reading the morning paper and skimming the yellow pages looking for a store just like the one you own.

To discover more ways to market your hearing aid retail outlet, visit hearingtutor.com for tips and license-free, downloadbale sales and promotional materials.


 

John M. Adams III


4/2/09

What Do Hearing Aid Buyers WANT To Know?


For many of my customers, the purchase of a pair of hearing aids is a complex, even stressful experience. Most have never been to a hearing aid dispenser before. Few have ever undergone a hearing evaluation. And most don’t even know what questions to ask.

They find themselves in a strange new world with a new vocabulary: frequency, nerve deafness, binaural hearing. And, these same people are looking at a high-priced purchase – often an expense they weren’t expecting.

So, when a customer enters one of my stores I immediately take steps to put them at ease. For example, I keep jars of penny candy on my shelves. Instant ice breakers, though it hasn’t done much for my waist line.


How Can I Help You?

I don’t jump right in and start selling. I want to learn more about the customer. Why are they in my store? What do they need and how can I help them?

Once I have an inkling of the client’s needs I walk them through the process of buying a hearing aid and show them a wide range of prices at different price break points. The usual reaction is shock, as in sticker shock. This is where the hearing aid dispenser becomes teacher. There’s no selling going on. Your customers want straight information.

I’ve also noticed that, even after I’ve explained the purchase cycle, I still get telephone calls with questions. Why? Well, some customers are chewing on gummi bears. But most are distracted by the environment, the new terms, the numerous options – and once they get home and have had the opportunity to think about all that I’ve said, they develop a long list of questions.

If I can provide the information in written form, it saves me time on the telephone. More importantly, it creates an educated consumer – one who knows the right questions and is looking for the right answers from you.

There’s lots of information about hearing loss and hearing aids on the world wide web but much of it is product literature, which usually contains confusing charts and graphs, or it’s thinly disguised sales copy passing as informational content.

So, I wrote up my own educational information and it’s available to you at no charge.

To learn more about these free educational materials, please visit Hearing Tutor  - the one web site devoted to improving the business of hearing aid dispensers