Convincing patients to take your advice

Gyl A. Kasewurm, AuDSt. Joseph, Michigan

• Average audiologist convinces ____% of patients to purchase amplification– Less than 50%– More than 50%– 73%– Never been calculated

• Build Rapport• Identify Needs• Present Solutions• Address Concerns• Close

Presenting Solutions

• Features– Describe characteristics of product

• Advantages– How the feature works or what it will do

• Benefits– What this particular product will do for

the client

Overcoming common objections

• There are five commons objections to getting hearing aids.

• I don’t think my hearing is bad enough

• I can’t afford it

• I want to think about it

• I have to talk to my spouse

• I am going to check around

Show – Don’t Tell

• Demonstrating need for amplification

• Demonstrating benefits of better hearing (Include family)

• Illustrating benefits of directional microphones

•Hearing instruments must provide value in 70% of listening situations to attain 80% or higher overall satisfaction.

– Kochkin, Sept 2007 Hearing Journal

Illustrate Handicap

• Speech testing– Discrim words presented to the

patient at 40dB HL with 3rd party listening

Demonstrate Benefit

• Discrim words presented at 40dB HL in the aided condition

– Aided – unaided = Benefit from amplification

Key Points

• Rarely take “no” for an answer but always ask

• Focus, focus, focus• Everything is an opportunity• Be passionate and enthusiastic• Be a good listener

• Don't ever hard sell. Solve problems. Satisfy wants. Do what is truly best for your patient.

•F A B• Features

– Describe characteristics of product

• Advantages– How the feature works or what it will

do

• Benefits– What this particular product will do for

the client

Why Do Hearing Aids Cost So Much??

• The Inevitable Question…..

– Research and Development– Miniaturization– Production requirements– Technology improvements– Limited market

•Never judge a person’s ability to consume!

Marketing YOU!

•Creating a Wealthy Spirit

•Chellie Campbell

•gyl@prohear.net