GN Resound
now supplies Costco with the Kirkland Signature brand of hearing instrument.
Please take
a moment to review our thoughts on overcoming this particular objection.
Focus on service rather than
products. Costco does offer tremendous value for the products they
dispense; however, the differentiating factor between a big box retailer and an
independent hearing health professional such as Crystal Vision is service.
Patients will typically only buy their first (if any) hearing aid from Costco
and then become quite disappointed in the lack of available service throughout
their ownership of the hearing aid. Costco has very low patient retention
success simply because of service.
Try to equate the Costco experience
to another recognized medical device – such as a pacemaker. I would
concede to the patient that if he/she was to buy a pacemaker from Costco, it
would undoubtedly be cheaper than buying it via hospital or cardiac surgeon,
but that really is not going to help the patient and their need for medical
treatment. Medical treatment is about the proper balance between product and service. As the patient becomes to enjoy their improved lifestyle with hearing aids, they will begin to place greater emphasis on the service needed by their hearing health professional to keep their hearing aid in working order and acoustic refinement.
Costco simply does not have capacity to serve their patients throughout their lives, as evidenced by the lack of repeat patients served by Costco. Many Costco clinics have a three-month wait list for patients to see their clinician – patients quickly begin to get frustrated and soon forget about the great pricing offered by Costco. Pricing becomes much less important than the availability of service.
Siemens offers the highest level of technology available and I am here to serve you.
Tom O'Leary
Territory Manager - Western Canada
Siemens Hearing Instruments Inc.
http://www.cvoh.ca/hearing/products/product-tag/siemens/
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