Not all home health care dealers are able to carry lift chairs, but if you have the showroom space, they can be an excellent addition to your overall product mix. Of the dealers surveyed for this article, most retail the chairs for double their wholesale cost.

Now before you get too excited, keep in mind that the high retail price covers overhead and delivery—lift chairs need two people to move them safely. It also covers redelivery or returns—a likely scenario since sometimes chairs are exchanged/returned because the customer dislikes how the chair feels, looks, or fits in his or her home. This happens most often when the end-user was absent at the original point of sale. Finally, the retail price covers the cost of any labor involved in warranty claims. Many chair manufactures cover only the chair parts under their warranties. You must provide the labor needed to swap out the defective part.

Even when space is at a premium, it is to your advantage to carry a large number of chairs. “The mainstay in being successful in selling lift chairs is product selection,” says Ed Monroe, owner of Family Medical and Supply of Peoria, Ill.

The reason behind this is that customers are more accepting of products when they can compare different chairs and fabric selections side by side, Monroe says. Twelve chairs displayed on the floor is a minimum.

When displaying lift chairs, remember to think in three dimensions instead of the usual two. Lining up a row of various-style lift chairs like little toy soldiers is straightforward, but it is boring merchandising. Create a little excitement within the store by adding a vertical dimension. Use simple platforms of 6, 12, and 18 inches, or even an elevated ramp, to raise the chairs above floor level. A few various-height platforms will create a dedicated area to display your chairs, and make the chairs easy to see from all areas of the store.

Displaying chairs on pedestals does have one major disadvantage: Chairs on elevated platforms cannot be “test-driven.” Keep in mind that consumers are making a major investment when buying a lift chair and must think about how it will fit within their homes. They need to get the feel of the chair before they purchase it, so make sure you have a sufficient assortment of chairs at floor level for them to try.

Another trick to create an eye-catching display and convey additional information to the customer is to display a number of chairs in the “up” position. Lift chairs that are left in the “down” position look like ordinary easy chairs or recliners. By displaying a few in the “up” position, you highlight their difference from a standard recliner and showcase the chair’s ability to assist the user in sitting down and getting up. A potential customer may be drawn to the display, if only to ask what the chairs do. A knowledgeable sales staff employee can then point out the benefits and advantages of each chair.

Depending on your showroom space, have an assortment of sizes of chairs on display. Variations of color or fabric are less important to show since sample fabric swatches will answer most customers’ color and fabric questions. If the chair manufacturer offers large and small fabric swatches, go for the larger samples. They have more impact with customers.

Sales staff should portray your store as “the” source for lift chairs, so make sure they know the lead times for delivery of special order chairs as well as product and fabric availability. The delivery times for chairs will vary from manufacturer to manufacturer but most offer special service if you ask for it. A majority will even drop ship a chair directly to a consumer.

Depending on the manufacturer’s warehouse location, shipping times can be anywhere from 3 to 10 business days for items the manufacturer has in stock. Special order fabrics or colors can take up to 2 weeks. However, some drug wholesalers now carry lift-chairs, thus offering next-day delivery.

Keep shipping costs in mind. Manufacturers often offer free shipping, price breaks, and discounts for multiple chair orders.

Also watch your internal quality control. No matter how many chairs you buy, inspect them immediately upon delivery for damage and function. Even chairs intended for stock should be opened, inspected for flaws, and tested for all expected functions. This saves headaches with the manufacturer 2 months later when you open a carton and find a defective motor.

If you create your own circulars, lift chairs are excellent for promotions. Mother’s Day, Father’s Day, and the winter holidays are natural gift-giving reasons. Or create your own occasions and reasons. For example, a 4th of July promotion could encourage caregivers to celebrate Independence Day by helping an older relative become more independent with a lift chair. There are national days, weeks, and months for almost everything. Celebrate them. If no holiday is near, pick a weekend and create a day promotion.

You may notice I did not mention the word “sale.” Discount chairs if you want to, but I suggest you always “promote” your chairs. The idea is to make a positive impact on customers with your knowledge and service rather than trying to highlight low prices. If you choose to compete solely on price, you had better be ready to low-ball the prices and sell a lot of chairs. The smart dealer will offer a good selection of quality chairs, at a reasonable markup, and highlight his or her special order, quick delivery, and setup capabilities.

When creating advertising, talk to your local neighborhood or community newspaper. Normally, they have a sales and graphic arts department that can help you create your own ads and flyers.

Some stores have tried Internet selling of health care items and have found that lift chairs sales are slow on the Web. It seems the consumer still needs to touch and feel a chair before buying it.

When you have that customer in your show room trying out your chairs, your staff should know what to do to close the sale. Chair manufacturers normally have brochures (sell sheets) for each model of chair. Get them and display them near the chair. Give them to potential customers but make sure your store’s name and address are featured prominently on the handout. A simple way to do this is with a sticker on the back of the brochure.

Professionally created ads and POP (point of purchase) signs are available from many manufacturers and should be used. Avoid signs that stress price and go for the ones that show the features and benefits of individual chairs.

Properly marketed and managed, lift chairs can be a great source of cash sales. If you decide to enter the lift chair market, make the most of it with proper in-store displays, educated sales staff, and professional-looking promotion.

Michael J. Smith is senior merchandiser for Gladson and Associates, a store design and merchandising firm in Lisle, Ill. For more information on any of their services, visit their Web site at www.gladson.com or contact the design department at (800) 538-9945 ext 247; design@gladson.com.