Trimming the Fat, Expanding Sales

If obesity were a virus, we would be facing a modern-day plague. As I was driving to work the other day, a commentator on the radio announced that 68 percent of the American public is overweight, which makes me wonder, is being overweight a reflection of the times? Sometimes I get the feeling we are a nation of hedonists, and the only comfort we seek is self-gratification.

I love reading that the fast food entrepreneurs are responsible. Are they? They aren’t taking people by the hand and dragging them in for their hamburgers, chicken sandwiches, fries and other inexpensive gastronomical delights. They are merchants, same as you, and they are only filling a niche.

As a DME dealer interested in the welfare of your clientele, you should offer some very specialized services. Help your customers by providing information about diets. You can obtain food charts, guides and related materials to distribute.

This kind of information is readily available and is an inexpensive way to establish your company as a leader, setting it up a little bit higher than the competition.

Improving Operations

During the past few weeks, I have received several phone calls from DME dealers seeking ideas to expand sales. It is never too late to do this, and my advice invariably has been that to expand sales, you must improve business operations.

By “improve,” I do not mean trying to completely restructure everything you do. That would be rather expensive. Instead, I suggest a review of your basic modus operandi. Include your assets and your obligations in this review.

As I travel to various provider locations meeting with entrepreneurs, I am happy to report the high professional level most already have attained. However, some simple questions you might want to ask yourself include:

• Is your showroom well lit? Look at the super-retailers; their stores are so well lit that they appear to be bathed in daylight.
• Have you departmentalized displays? You do not need a gigantic showroom, but you still should make every effort to keep related items together. Use signs to direct people to various displays. Your objective is to make locating products convenient for your customers. If they have to search, you lose a sale.
• Is every item on display price-marked? Very few people will pick up an item to purchase if they do not know the price. If a salesperson is present and tells the customer a price, usually the customer will be suspicious if he cannot see the price for himself.

The Human Touch

Recognize your staff as another valuable asset. Employees can make the difference between success and falling behind, even in such small ways as the simple expressions they use when communicating with customers. Some key phrases employees should all learn:

“May I help you, please?”
“Good afternoon.”
“Thank you.”
“You’re welcome.”

Get your company involved in community activities. Make your company the source for information. Mail and distribute a monthly bulletin, filled with ideas for good health care.

In each bulletin, consider offering one specially priced OTC item. Supply information such as I have suggested on diet and nutrition.

All of these things are easy to do, will set your company apart from the competition and will pay off with big dividends. Always remember, your customer is your single most important asset.

Sheldon “Shelly” Prial is based in Melbourne, Fla., with Prial Consulting and also serves as the director of government relations for Atlanta-based Graham-Field Health Products. In 1987, he founded the Homecare Providers Co-Op, now part of The VGM Group. He can be reached by e-mail at [email protected] or by phone at 321/255-3885.