You can increase cash sales and compete with the big stores for your share of the ADL market.

Do you feel like your business is operating in Oz? Is the Wicked Witch of the West stealing your customers away and threatening the very life of your business with an overload of paperwork? If so, then you need to remember the rest of the story. With a little elbow grease, heart, and thought, you can overcome these ominous threats. Selling aids to daily living products (ADLs) can improve your cash flow and be your ruby slippers—but only if you figure out how to use them properly.

We believe the need will be incredibly strong—so strong that we have focused our entire product line on ADLs. Dynamic-Living.com offers a comprehensive selection of ADLs through our consumer-oriented Web site and print catalogs. We also have a wholesale program for DMEs and health care providers.

Our Journey to This Niche
When we began, I wanted to focus on products that would make it easier for seniors to manage their daily activities with more independence. Most resources that had “aids for independent living” offered products that solved caregiving needs for eating, toileting, or dressing, but not the needs of a person trying to run a household or live independently.

Tip #1: Pay attention to what is available to people who have disabilities and what your competitors are doing to respond to these needs. You may be pleasantly surprised by the opportunities that are there.

I had selected home automation as the focus of our product line. It seemed like a natural fit. What could be better than programming a small unit that turns lights on and off at a specific hour, or remote devices that turn on an air conditioner by telephone? It did not take long before I realized that I had made a mistake. I had created a selling environment that was comfortable, personal, and friendly and found out firsthand that our potential customers did not want home automation products. However, this same customer-focused attitude encouraged our potential customers to tell us what they DID want, and we got it for them!  

Tip #2: Talk to your customers. With little prodding, they will tell you what they like and don’t like, what they need, and what they would be willing to buy.

Our customers want the classic bathroom safety items, but they also want choices of attractive colors and styles. Yes, they want eating and dressing aids, but they also want jar openers that work with their arthritic hands. They want to be able to talk to their friends on the telephone even though their hearing is diminished or they have trouble seeing the buttons. They want to be able to change TV channels or get in and out of the car by themselves.

Tip #3: No matter what you sell now, your product selection also can include some retail products such as amplified telephones with big numbers and bathroom scales that talk. The myth of ADLs is that they do not include this type of product. There is no reason not to include them, and your customers will be grateful to find them. Many of these over-the-counter items are not covered by insurance or Medicare, but people still need these products to improve their lives—and they will pay cash.

Have we faced competition? You bet! Wal-mart, the chain pharmacies, big-box home improvement stores, and department stores all want a piece of the action—but their ability to address the specific needs of an aging population is limited. Once you establish an interesting selection in your store, word of mouth may bring additional customers who prefer more personal attention than the big players can offer.

Tip #4: If you can present products in a comfortable way and offer different services, you can compete with lower-priced chain store competitors, whether they are online or down the street.

We also have competition for the business of our dealers and professional health care providers who are already offering ADLs. Dynamic-Living.com distinguishes itself from the crowd by providing a large selection of unusual items. Some health care providers would prefer not to stock these items, so we offer to ship them right to their customers, using a packing slip with only their store name. It is great customer service right to their customer’s door!

Another strategic advantage is information. For both our consumer customers and our dealers, we offer detailed information about each item and make sure that the product instructions are easy to follow. We take the time to answer presale questions and offer technical support after the product has been delivered.

Think like a retailer
Selling to what a customer wants rather than needs is very different. If a customer needs something, they may be willing to settle on features, style, or price. To position a product so that a customer wants it, you need to use some standard retailing techniques. Create attractive displays that generate interest. Have crisp signage that clearly highlights the benefits.

Tip #5: Sales, promotions, and themes all help to move products. Cluster accessories along with the main product. Keep products that support similar needs close together so they can be compared easily. Keep staff accessible for questions.

Tip #6: Too much inventory can leave you strapped for cash and unable to buy more of the products that are moving quickly. Too little inventory can disappoint customers and they may not return. Drop shipping is one solution to that problem, but only if you can count on your vendor to deliver when promised.

Andrea Tannenbaum is founder and president of Dynamic-Living.com, an online store and catalog with hundreds of products that promote a convenient, comfortable, and safe home environment. Based in Windsor, Conn, Dynamic-Living.com ships all over the continental United States. Tannenbaum can be reached through her Web site: www.dynamic-living.com.