Convincing patients to take your advice Gyl A. Kasewurm, AuD St. Joseph, Michigan
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