Few may see the similarities between the loud-mouthed white duck mascot of AFLAC insurance and a three-wheel scooter, but to Joe Rached, president of Mobility Express, the connection is obvious. The former AFLAC executive believes that whether you sell insurance or scooters you are really selling a feeling of security.

“When you write an insurance policy for somebody, you are giving them service and peace of mind,” he says. “When you sell a mobility product, you are doing a service by giving back [to the customers] their freedom and independence. It is a form of ‘peace of mind’ for our clients.”

From 1 Store to 20
Because the staff at Mobility Express enjoys the opportunities to help customers regain their mobility, the company has experienced fantastic growth in less than 10 years. The family-owned-and-operated business began in 1993 with a 1,200-square-foot store in Holiday, Fla. Today the chain offers almost 20 locations in Florida and Pennsylvania, with Rached owning some stores while friends and relatives operate others as affiliates.

“We love what we do,” Rached says. “We share loyalty and honesty with all our customers, and we get a lot of repeated business and referrals from our customers.”

Mobility Express’ customers fall into two categories: those who do not drive cars and those who are homebound. The nondrivers might be limited by a health condition or old age. “Those people are not sick, and they will buy [a scooter] themselves without counting on an insurance company or anyone else to buy it for them,” Rached says. “They use it like a car, because it is the only transportation that they have.”

Homebound clients often cannot walk and require mobility products to move from one room to another in their homes, Rached says. Those customers are qualified for assistance under Medicare and any insurance that they have, he says.

Rached estimates that 80% of Mobility Express’ customers are older retirees, but they have a few younger customers who end up needing mobility products because of accidents or chronic illnesses.

Regardless of the customers’ situations, they receive honesty and service. “Our slogan is ‘Mobility Express is where customers are friends for life,’” Rached says. “We do believe that. It is not just words that we put on the wall. Service is the backbone of this business. If you sell something, you have to be able to service it.”

Mobility Express employs service technicians, seating and positioning staff, and rehab technicians to meet customers’ needs. The company provides service for all the products that it sells. It began in 1993 selling mainly scooters but now offers a wide selection, including trunk lifts and carriers, power chairs, van conversions, lift chairs, wheelchairs, and adjustable beds. “We actually offer any product on the market right now—products that are very reputable, good for people, and without many problems,” Rached says. “Anything that people want—either we have it, or we get it.”

It is rare, however, that Mobility Express’ stores do not have the appropriate merchandise in stock. “Because of the trust that we have built with the customers, they like what we recommend,” Rached says.

That trust comes from a history of good service and a strong network of current customers referring new customers. “People feel comfortable with us,” Rached says. “They know how long we have been in business, and they have talked to a friend or relative who already has some of our products, so they come in here with confidence and trust.”

Beating Internet Competitors
The company’s level of service is a point of pride for Rached, and he sees lack of service as one of the industry’s challenges. “Fly-by-night” stores that disappear in 5 to 6 months and leave clients without service give Rached the most headaches, while the Internet poses similar challenges. “When somebody purchases a product on the Internet, they pay a very low cost, but they receive no service.”

People who sell through the Internet often sell out of their homes, Rached says, and they lack the staff to provide hands-on help to their customers. “Actually, it’s misrepresentation,” he says. “You would not believe how many calls we get every week from people who purchased equipment on the Internet and do not know where to go for service.”

Mobility Express extends its repair services to anyone, regardless of where they purchase their mobility products. In that sense, the low-cost sales challenge turns into a long-term service opportunity.

While Rached’s company has a Web site (www.mobility express.com), the site offers more than just products. Visitors can log into the Mobility Express Forums to submit questions to a repair technician or customer service representative, or read FAQ (frequently asked questions) documents about scooters vs power chairs and trunk lifts vs carriers. Online customers can also subscribe to Mobility Express’ mailing list, print out coupons, and learn about special sales.

Bright Future
Despite tough competition in the Florida market because of the number of other mobility companies, Rached foresees continued growth for Mobility Express, and anticipates soon having 24 locations in Florida as well as some private-label scooters and wheelchairs.

Although the company receives inquiries about franchising outside of Florida and Pennsylvania, Rached is not in a hurry to expand beyond those states. “We take it nice and easy, one at a time,” he says. “You cannot rush it.”

Amy K. Hooper is a contributing writer for Dealer/Provider.