If you believe in your role as patient educator, there's no need to be squeamish about "pushing" retail cash sales.

While drinking that first cup of coffee and reading the morning newspaper, you probably stumble on at least one article mentioning the Baby Boomer population. When you get to the business or lifestyle section, you may find an article on how some high-end fashion clothing designer is developing a line targeted to that same vast demographic.

So why is so much press being devoted to this group? That is where the cash is. The question for the HME business owner should be: How do I get my share of that cash? One tactic is to focus on the customer service side of aids to daily living (ADL) products such as reachers and key turners.

What is customer service and how do you promote it when you have it? Many dealers I visit claim that one of their key points of differentiation is customer service. When I ask for a definition of exceptional customer service, I generally get a response that customer service is remembering a customer's name and providing the customer with what he is looking for. On many occasions, I have witnessed exceptional customer service on scooters, lift chairs, and a multitude of other big ticket items. Yet when it comes to many of the smaller ticket cash items, customer service or education frequently takes a back seat.

Each of us has experienced exceptional customer service at some time in our lives. We know it when we get it, and we remember it for a long time. We even tell many of our friends about the experience.

Education pays a critical role in customer service. Let's face it; when we were waiting for our 16th birthday, we were not dreaming of the day that we would be driving a rolling walker. We don't think about these products until we need them, and most often the purchaser of the cash item is the caregiver or Baby Boomer. Frequently, these customers do not know all of the options that are available and which options are right for their particular needs.

Your customers are coming to you for more than just product. They are coming for your knowledge and service. They need your information and guidance to choose the right product-based solution. This is where product education and training catapult your reputation and sales.

Taking time to question customers and determine their specific situation will build relationships and differentiate your business. How can we use something as small as a key turner, reacher, or sock aid to prove exceptional customer service? Once you have determined that a particular ADL will benefit your patient, take it out of the package and demonstrate different ways of using the product. Explain how the item will improve your patient's lifestyle. This type of service simply will not happen at your big box competitors.

If the item can be adjusted or requires fitting, offer to fit the product to the end user. If any of you have ever purchased a pair of lace-up shoes at Nordstrom, you know that the shoes do not leave the store without being fully laced.

Wes Hopper

I am frequently asked: Is this upselling, or is this providing exceptional customer service? Dealers will tell me that their best retail front-end staff personnel don't want to take advantage of the customer by being pushy. Another common refrain is: the item is not covered by insurance. Again, this is about taking the time to educate customers about the value of the item.

Many caregivers will pay a few dollars for an item that will prevent an accident. When excellent customer service exists, providing information becomes second nature.

Word-of-mouth advertising is one of the most effective ways to spread both good and bad news. Excellent customer service, product demonstrations, and education will bring customers to you in droves. If caregiver or Baby Boomers experience great service on small ADL items, they will come to you for an HME item and tell their friends about your business. In any reimbursement climate, there will be plenty of opportunity for well-run and well-managed HME providers.

Wes Hopper is a consultant with Global Media Marketing specializing in retail marketing and sales training. He can be reached via e-mail: .