Front Office Associate Participants Guide

7/28/2019 Front Office Associate Participants Guide

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©2009, Miracle-Ear, Inc. 12693MANL

Front OfficeAssociate (FOA)

Training

Level 1Participant’s Guide



Table of Contents

___________________________________________________________________________________________________©2009, Miracle-Ear, Inc. 2 FOA Training

Table of Contents

Module 1 - The Role of the FOA ......................................................................................................... 3Objectives ..................................................................................................................................... 4 Front Office Associate Roles and Responsibilities ................................................................................. 5 How the FOA Impacts the Success of the Store ................................................................................... 6 How the FOA Impacts the Success of the Customer ............................................................................. 7 Five Interpersonal Skills Required For Your Success ............................................................................. 8 The Four Components of Teamwork ................................................................................................ 10 Review of Module 1 ...................................................................................................................... 14

Module 2 - Providing Outstanding Customer Service ............................................................................. 17 Objectives ................................................................................................................................... 18 Providing Outstanding Customer Service .......................................................................................... 19 Customer Expectations .................................................................................................................. 21 Great Example from the Field ......................................................................................................... 22 Measuring Customer Satisfaction and the Net Promoter Score (NPS) .................................................... 23 Communication Tips for the Hearing Impaired .................................................................................. 25 Handling Customer Complaints and “The Gift” Approach ..................................................................... 26 Review of Module 2 ...................................................................................................................... 30

Module 3 - Converting Calls to Appointments ....................................................................................... 33 Objectives ................................................................................................................................... 34 The Five Steps in Converting Calls into Appointments ........................................................................ 35 Step One – The Greeting ............................................................................................................... 36 Step Two – Assessing Wants & Needs .............................................................................................. 41 Step Three – Advising the Customer ............................................................................................... 43 Step Four – Gaining Agreement ...................................................................................................... 45 Step Five – Thanking & Confirming the Decision................................................................................ 48 Setting Appointments ................................................................................................................... 50 Review of Module 3 ...................................................................................................................... 52 Appendix..................................................................................................................................... 55

Module 4 - Driving Sales from the Front Desk ...................................................................................... 65 Objectives ................................................................................................................................... 66 Driving Sales from the Front Desk................................................................................................... 67 Review of the Five Steps ............................................................................................................... 69 Review of Module 4 ...................................................................................................................... 75

Module 5 - Working the Files ............................................................................................................. 79 Objectives ................................................................................................................................... 80 Working the Files ......................................................................................................................... 81 What is the Customer’s Status? ...................................................................................................... 83 Review of Module 5 ...................................................................................................................... 85

Module 6 - Hearing Loss and Hearing Aids ........................................................................................... 89 Objectives ................................................................................................................................... 90 Understanding Who Your Customer Is ............................................................................................. 91 Types of Hearing Loss ................................................................................................................... 92 Hearing Loss and Its Affect on Lifestyle ........................................................................................... 93 What Causes Hearing Loss? ........................................................................................................... 94 Hearing Aids ................................................................................................................................ 96 Review of Module 6 ...................................................................................................................... 97



Module 1 – The Role of the FOA


Module 1

The Role of the FOA





Objectives Notes

Overview

Module 1 defines the Front Office Associate role and how you will directly impactthe store’s success and customers’ conversion and loyalty. The five interpersonal

skills required as an FOA will be reviewed. This module will also cover teamworkand assist you in creating a team atmosphere and attitude.

Goals

Upon completion of this module, you will be able to:

• Describe the FOA roles and responsibilities.• Describe the importance of a FOA in a store and with the customer.• Describe the five interpersonal skills required for success.• Describe the four components of teamwork.

Follow Up

• Meet with your Franchise Owner and/or Consultant to review your role andresponsibilities on a regular basis.

• Work with the Consultant and/or other associates to ensure team meetingsare being scheduled regularly.

•





Front Office Associate Roles and

Responsibilities

Notes

While there are many roles and responsibilities for the FOA, we are focusing on thetop five behaviors that make a successful FOA.

1. Displaying Excellent Customer Service to OurCustomers

The Front Office Associate (FOA) is the first point of contact for potential customersor existing customers. You also represent the first step (Acknowledging andGreeting the Customer) in the Miracle-Ear Experience™. FOAs demonstrateexcellent customer service by exceeding our customer’s expectations. Excellentcustomer service is the key to gaining new customers as well as retaining ourcurrent customers.

2. Converting Calls to Appointments

FOAs play a very important role in converting calls into appointments. The FOAresponds to questions regarding local advertising/marketing campaigns as well asgeneral inquiries about our service and/or products. FOAs support the mission of Miracle-Ear® by demonstrating excellent customer care, incorporating telemarketingand customer retention calls as needed.

3. Meeting the Customer’s Needs and DeliveringSolutions

FOAs demonstrate professionalism by building trust, meeting needs and deliveringsolutions. You build trust by sharing your knowledge and helping direct thecustomer to the path of better hearing. You may be asking yourself, “How do Imeet the needs and deliver these solutions?” The answer is easy – you are a

“gatekeeper” into your office where their needs will be accessed and solutions will bedelivered.

4. Ensuring a Smooth Office Flow - Teamwork

FOAs coordinate customer appointments while ensuring a smooth and efficient officeflow. Being a team player is crucial in this role. FOAs support the staff byscheduling/confirming appointments and handling administrative processes. TheFOA provides the forms to customers and sets up the video, What to Expect, forthem to watch to ensure customers know what will happen during theirappointment.

5. Performing Over-The-Counter Sales

Another area of an FOA’s role is over-the-counter sales. FOAs check customers inand out, collect and record payments, track revenue and accounting activities toinclude: end-of-day close, bank deposits, posting of charges, payments andinsurance information. They balance accounts daily, weekly, and monthly andreport to the appropriate administrative office. You will also sell batteries, assistivelistening devices (ALDs) and other over-the-counter products. Please see yourFranchise Owner or Consultant for specific protocol and responsibilities.





How the FOA Impacts

the Success of the Store

Notes

You are critical to the success of the store. Your Consultant and Franchise Ownerdepend upon:

• Your ability to communicate and represent the office professionally.• Your ability to generate revenue by converting calls into appointments, by

selling over-the-counter products and by following up on all marketingactivities.

• Your organizational skills to keep the office running smoothly withoutinterfering with customer service.

Let’s take a look at each one in more detail.

Communicate and Represent the OfficeProfessionally

You are the initial contact (in person or over the telephone) for all new andcurrent customers. You are responsible for creating a positive impression withthat customer and his or her friends and family. You are also the first step in theMiracle-Ear Experience™. By greeting customers and making them feelcomfortable, you set the stage for their appointment.

Generate Revenue

FOAs play a very important role in revenue generating activities. These activitiesfall into three different categories.• Calls – Converting incoming calls to appointments, answering inquires on

marketing campaigns, asking open-ended questions to determine customerneeds.

• Over-the-counter sales – Demonstrate and sell assistive listening devices

(ALDs), batteries and other over-the-counter products.• Follow-up Marketing – Making telemarketing phone calls, grassroot

marketing/mailers, following up on general inquires.

Organizational Skills

You play a vital role in keeping the office running smoothly while maintainingexcellent customer service. You are your Consultant’s “right-hand person”,providing support in all requested functions.





How the FOA Impacts

the Success of the Customer

Notes

The customer who is seeking help with their hearing loss depends upon:• Your ability to communicate.• Your knowledge of the hearing profession.• Your ability to get him/her to book an appointment when necessary. Whether

or not he/she will be able to resolve his/her hearing problem depends, in alarge part, on YOU!

• Your ability to put customers at ease as they arrive for their appointments bygetting them the right forms and having them watch the What to Expect video.

Ability to Communicate

FOAs are the key person in the customer’s path to problem solving. Customers orpotential customers are calling you because they want help! Your ability to activelylisten and to ask needs-based questions is essential to understanding eachrequest. Customers or potential customers are coming to you for guidance andsolutions to their hearing needs.

Communicate Knowledge of Hearing Profession

When customers call your office, by gathering and analyzing the information theyare giving you, you are able to direct the customer to the correct path or solution.You are the gatekeeper to providing solutions for the customer. Your knowledge of the hearing profession will increase your success with the customer.

Book an Appointment

Converting calls into appointments is your number one priority. FOAs are able tohave the customer come into the office for an appointment when necessary.





Five Interpersonal Skills Required For

Your Success

Notes

What is the one skill required of almost every job? Good interpersonalcommunication skills. If you look at any job posting, almost every time you will

notice that it requires “good interpersonal skills” or “good communication skills”.

How do you excel in these required skills? You excel in anything by learning,utilizing and putting them into practice as often as possible.

One fact about these skills is that these are learned behaviors and attitudes. Ittakes time to understand what these skills mean and how you can put them intopractice. These are just a few of the interpersonal skills required as an FOA.

Customer Service-Oriented

FOAs must see the customer as their number one priority throughout the day.Customer service-oriented FOAs have satisfied customers and will do whatever ittakes to take care of the customer.

Good Listener

A good listener is someone who listens actively to what’s being expressed, whilenot talking over the person. Listening and gathering information is key todetermining wants or needs of the customer.

Organized

An FOA must maintain organization at all times. To have a smooth customer flowit takes organization and pre-planning at times. Your organization skills canimpact customer care, as well as efficient office flow.

ProfessionalPresenting a professional attitude with the customers, as well as other co-workersor associates, is a required behavior in the workplace. Being courteous and politeto others is a sign of professionalism.

Empathetic

Showing empathy or being empathetic is being able to recognize and acknowledgea person's emotional state of mind. Showing empathy with a customer allows youto be more understanding about the situation, not judgmental. Your ability to "putyourself into their shoes," is important in understanding their situation.





What other skills/strengths do you have?

While we discussed the top five interpersonal skills that will ensure success as anFOA, there are many other interpersonal skills that you may also have. Circle twoadditional skills/strengths and share an example of you displaying this in your pastwork experience.

Enthusiastic Team player CustomerDependable Leader Able to multi-taskEnergetic Loyal MotivatedProblem-solver Solution oriented PositiveUnderstanding Builds rapport easily Harmonious

1. _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________

_______________________________________________________ _______________________________________________________

2. _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________

Notes





The Four Components of Teamwork Notes

An important part of your success and the success of your office is working wellwith the Consultant and working together as a team. The four components of teamwork that will enable your office to be successful are:

• Having a shared mission.• Regular communication with your Consultant.• Respecting one another’s role in the store.• Having regularly scheduled team meetings.

Having the Same/Shared Mission

Team players have a shared mission and are highly motivated to combine theirenergy and expertise to achieve a common objective. Teamwork is the sharing of information between individuals who are striving towards the goal – TOGETHER.

Regular Communication with Consultant

Communication is a two-way street and vital to your success. People whoregularly communicate are more likely to do the things necessary to be successful.

Daily Communication

• Take Five: Informally meet with the Consultant for five minutes at thebeginning of the day in order to review expectations for the day. Discuss theupcoming appointments that day and share any conversations you had withspecific customers so that the Consultant can address their needs.

• Ongoing communication throughout the day is crucial to a smooth office flowas well. Any appointments added onto the schedule need to be communicatedto the Consultant.

• If you feel you need more direction or instruction with a specific task, worktogether to iron out the process. Be open to suggestions.

Teamwork: Simply stated, it

is less me and more we.- Unknown





Respecting One Another’s Role within the Store Notes

The Consultant role and the FOA role intertwine in regards to providing excellentcustomer care and satisfaction. Though they are very different roles, they are bothcritical to the success of your office and most importantly the customer. Respectingone another in the work environment plays into your success greatly.

Demonstrating respect is simple, but can be powerful. These ideas will help youavoid the needless acts of disrespect that can take away from productivity andcontentment in the workplace.

• Treat people with courtesy and kindness.• Encourage dialogue within the store to express opinions and implement new

ideas. Be open to new ideas and suggestions.• Listen to what others have to say. Never speak over or cut off another person.• Include everyone in your store for meetings or discussions.• Praise more frequently than you criticize. Remember to recognize the positive

actions or behaviors that you see from one another.

Regularly-Scheduled Team MeetingsIt’s also important to meet on a more formal basis with the other staff in your office.Review the checklists on the next page on a regular basis and discuss your role inthe interaction with customers. The checklists will give focus and direction for yourmeetings. These formal meetings are a five-step process.

• Hand out checklists at the beginning of the meeting.• Review each bullet point, and ask, “What could we do better for each point?” • Brainstorm ideas for improving specific items on the checklist.• Establish goals for improvement and review at next meeting.• Wrap up on a positive note - don’t forget to talk about your successes as well!

Your Definition of Teamwork – It’s Your Turn!

We discussed teamwork at length in the above section. Take a moment and definewhat teamwork means to you and how you can be an important part of the team.

My definition of teamwork is:

________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________





Office Checklist

Physical Environment of Office:

Description Yes No Comments

Reception area is

clean

Current educationalreading material

Refreshments (Freshcoffee)

Current brochuresavailable

Office is free of clutter

Display area isclean/has currentitems

Pre-Appointment Interaction:


Greeting waswarm/professionaland included FOAname

Questions wereansweredappropriately

Asked for a 3rd party/companion

Reminder to bringany paperworkneeded

Gave clear directionsto the office

Called to confirmappointments

Called no-shows orcancellations back





Office Checklist

Pre-Testing Communications:


Greeted promptly uponarrival

Greeting waswarm/professional

Had intake forms readyfor customer to complete(Hearing Quotient,Customer ConfidentialRecord, HIPAA)

Showed What to Expectvideo

Appointment starts ontime

Chart and paperworkneeded for appt wasready for Consultant

Personally check oncustomer whenappointment does notstart on time

Keeping customerinformed of delays

Post Purchase/Appointment Experience:


Make follow-upappointment

Quick checkout

Thanking the customer

Consultant callingcustomer within 24-48hours following the

delivery

Consultant/FOA sendinghand-written thank youcard





Review of Module 1You should now be able to do the following:

• Describe the role and responsibilities of an FOA. Displaying excellent customer service

Start the Miracle-Ear Experience™ Converting calls to appointments Meeting customer needs and delivering solutions Ensuring smooth office flow - teamwork Performing over-the-counter sales

• Describe how an FOA impacts the success of the store. Communicate and represent the office professionally Generate revenue Organizational skills

• Describe how an FOA impacts the success of the customer. Ability to communicate Communicate knowledge of the hearing profession

Book an appointment

• List five interpersonal skills required. Customer service oriented Good listener Organized Professional Empathetic

• Describe the four components of teamwork. Having the same/shared mission Regular communication with Consultant Respecting one another’s role Regular team meetings

Notes





Check Your Understanding

Review the following questions and choose the best answer(s). The correct answers are on the followingpage.

1. Choose all the roles and responsibilities of a FOA.

a. Excellent customer serviceb. Convert calls to appointmentsc. Sell hearing aidsd. Meet customer’s needs and offer solutionse. Ensure the office runs smoothlyf. Over-the-counter salesg. Start the Miracle-Ear Experience™

2. The first representation of Miracle-Ear® that a customer would typically encounter would be:a. The Consultantb. The FOAc. A nursed. Franchise Owner

3. Select all that apply. The FOA is important to the success of the store and depends upon your abilityto:a. Fit hearing aids when the Consultant is not availableb. Communicate with the customers and represent the office professionallyc. Assist in generating revenued. Keep the office running smoothly while maintaining customer service

4. Select all that apply. The FOA plays a significant role in helping people with their hearing loss needs:a. By listening to customers and offering solutionsb. Communicating knowledge of the hearing profession to the customerc. By repairing hearing aidsd. By booking appointments

5. Select all of the following interpersonal skills that are needed to get the job done successfully.

a. Customer-service orientedb. Unreliablec. Good listenerd. Organizede. Professionalf. Empathetic

6. Select all of the traits that make up a successful store.a. Having the same/shared missionb. Regular communication with Consultantc. Respecting each other’s roled. Redecorating every year to keep up with the latest trendse. Reviewing checklists and identifying areas that are going well and/or areas that need

improvement

7. Select all that apply. Regularly-scheduled team meetings:a. Are a waste of time because we work together dailyb. Help establish goalsc. Assist team members in recognizing one another’s strengthsd. Promote open communication





Check Your Understanding Answers

1. a, b, d, e, f, g2. b3. b, c, d4. a, b, d5. a, c, d, e, f

6. a, b, c, e7. b, c, d



Module 2 – Providing Outstanding Customer Service


Module 2

Providing OutstandingCustomer Service





Objectives Notes

Overview

Module 2 will focus on providing outstanding customer service. We will also belooking at what our customers expect from Miracle-Ear®. Measuring customer

satisfaction and the Net Promoter Score (NPS) is another important component of Module 2. As an FOA, there are important communication tips to remember whendealing with our customers. Lastly we will cover the ups and downs of customercomplaints and how we can change our belief about customer complaints and turnthose into a “gift”.

Goals

Upon completion of this module, you will be able to:• Describe the top four behaviors in providing outstanding customer service.• List the top three customer expectations.• Describe the Net Promoter Score and its importance.• Utilize communication tips for talking to the hearing impaired.• Use an eight-step process to handle customer complaints and view them as a

gift.

Follow Up

• Role playing scenarios in your store will help establish a sense of confidence indealing with customers.





Providing Outstanding CustomerService

Notes

“A customer is the most important visitor on our premises. He is not dependent on us – we are dependent on him.” Unknown

Providing outstanding customer serviceto our customers is our number onepriority. Our customers’ satisfactionwith our products and services willrelate directly back to their experiencewith you! Sound like big shoes to fill?Yes, it can be at times. Definingoutstanding customer service issometimes a difficult task because thelist can be endless. We are going tofocus on the top four behaviors that you must exhibit in dealing withcustomers.

ResponsivenessWhen our customers come to us, they are looking for us to respond to theirneeds. Timeliness is important when you may have customers waiting to betaken care of. Your responsiveness to customers in the waiting room is partof providing outstanding customer service. Keeping customers informed of appointments that are delayed is important. If your Consultant is runningbehind, apologize to the customers and let them know they will be seen assoon as possible. Responsiveness goes beyond the waiting room. It playsinto your interaction with customers on many levels; from calling them backwhen you said you would or mailing batteries to them. The key here is tomake sure that you will fulfill the promises that you are making to thecustomers. If you say you are going to do something – you need to ensurethat it’s fulfilled.

Commitment

In Module 1, we touched on you and your Consultant having the same missionor commitment in helping the customers and this also plays a part inproviding outstanding customer service. In a portion of the Company’smission/value statement, it refers to our commitment to quality andcontinuous improvement through all aspects of our business. Yourcommitment to helping customers, guiding and reassuring them through thisprocess is invaluable.

Reliability

Reliability in any business also gains trust. Do customers come into youroffice and know that they can rely on your services? Do they know you will dowhat you said you would do? Did the hearing aid come into your office whenyou said it would? This is how our customers measure our reliability. Wecreate expectations for our customers with every contact we have with them.





Reassurance

Reassurance is being able to restore customers’ confidence and shows themconfirmation about their decision or action. This behavior helps ease their insecurityabout making decisions regarding their hearing health.

Example: “Mr. Norton, I can assure you that you will not be disappointed and am confidentthat we’re headed in the right direction to assist you in your hearing needs.”

Notes





Customer Expectations Notes

We all have expectations in every avenue of our life, whether we are dealing witha spouse, a car repair shop or a physician, we have pre-determined expectationsin our head. Likewise, our customers have expectations that they are looking forus to fulfill. While our customers may have a variety of expectations of the

products and services that we provide, we are going to focus on the top three.

Help in Solving Their Problems

Whether customers call you on the phone or walk into your location – they arecounting on you to help solve their problems. They have taken the first step inhearing health and now it’s your turn to help deliver the solutions. FOAs play suchan important part in this process. You are the first person that customersencounter. You gather information from them to help solve the issues. You thencommunicate or share your interactions with the Consultant to ensure thosecustomers’ needs or expectations are met.

Someone They Can TrustBuilding customers’ trust takes time and you do not just earn it when they walkthrough your door for the first time. Customers rely on your word and thepromises that you make. Trust is built through integrity and consistency in therelationship. Once you have established a relationship with the customer and theoutcome is positive, you are building on the customers’ trust in you and yourservices.

Quality Products and Services

Our customers have the expectation of quality products and services – this is agiven! Just as if you were in the market for a new digital camera, you want qualityand you want good service. We need to ensure that we are delivering quality

products and services. The FOA ensures great service by being responsive,committed, reliable and reassuring.





Great Example from the Field Notes

We asked for some real life examples from the stores and had a great response.Here is one that shows outstanding customer service.

Example of Reassurance

Mrs. Smith was a new customer and had just purchased new hearing aids for thefirst time. After the delivery and checkout at my counter, I reassured her that wewould be available to answer any questions she may have and that she would befit into the schedule if there were problems before her next check-up. Herresponse was, "I hate to be a bother." FOAs must be keen to pick up signals fromthe customer and Consultant on customers who will need extra care andreassurance. Since she reported some discomfort, we fit her in the schedule.When leaving, Mrs. Smith seemed worried and again expressed her fear of becoming a pest. It took honest interest to speak to her at every opportunity toassure her what she is experiencing is not unusual, but is normal. At each visit Itook the time to get up from behind the counter and sit with her, reassure her andlisten to her. We worked closely with her and with time, she was just thrilled with

the new hearing experiences she had been missing. We received thank you cardsfrom Mrs. Smith and her family.

What behaviors do you see in this example that you can exhibit? •





Measuring Customer Satisfaction and theNet Promoter Score (NPS)

Notes

Importance of Measuring Customer SatisfactionMeasuring customer satisfaction is valuable because it’s our communication toolwith our customers and it gives us information on how we are doing in ourcustomers’ eyes. Listening to our customers is how we continue to improve uponour products and services.

By measuring our customers’ satisfaction we can hold on to our current customersand it enables us have a clear understanding of how to better attract newcustomers and promote our business.

Customer Satisfaction Survey Cards

Miracle-Ear® measures our customer satisfaction and loyalty by mailing surveycards out six months after a new delivery. These cards provide vital informationabout their “Miracle-Ear Experience™”. Several questions on the CustomerSatisfaction Survey ask about different aspects of our service. The first questionasks if the receptionist was warm, friendly and professional. Customer answers tothis question help identify where improvement may be needed.

The Most Important Question

The single most important loyalty question on the card is question 8:

“If a friend asked for advice, how willing would you beto recommend the services of this office?”

Respondents are categorized according to their answer to this question.

• Promoters Rating of 9 or 10 Loyal enthusiasts, likely to buy again from us Will refer other to us

• Passives Rating of 7 or 8 May buy again from us (but could be enticed away) Unlikely to influence others

• Detractors Rating of 0 to 6 Unlikely to buy again from us Likely to discourage others from buying from us

This methodology is used by a wide variety of companies around the world.





Net Promoter Score

This is a simple yet meaningful way to measure the strength of our relationshipwith our customers. Net Promoter Score (NPS) is the percentage of Promoters,

minus the percentage of Detractors.

Conceptually, the damaging influence of a Detractor offsets the beneficial effectsof a Promoter. What remains are the Net Promoters. NPS indicates the degreeto which we have earned repeat and referral business. This represents thestrength of the Miracle-Ear® brand, your office and the likelihood of futuresuccess. NPS is the essence of our success in achieving customer satisfactionand loyalty.

Results from Surveys

Results will be calculated quarterly as well as yearly and shared with theFranchise Owner.

What Can I do to Ensure CustomerSatisfaction?

Make each customer’s experience a memorable one! It starts with that initialencounter with you, whether over the telephone or face to face. Ensure thatevery customer contact you have is warm, friendly and professional. Let’s make “Promoters” out of every customer that we come into contact with!

Promoters Passives Detractors





Communication Tips for theHearing Impaired

Notes

People with hearing impairments must concentrate more than normal hearing

people, so it’s imperative that you utilize great communication skills.

SOLERS

Great communication begins with “SOLERS”.This is a helpful way to remember the essentialbehaviors when greeting or communicating withyour customers.

S – Squarely face the customerO – Open posture (do not cross arms)L – Lean forward slightlyE – Eye contact (look the customer in the eye)

R – RelaxS – Smile!

Face-to-Face Communication

When communicating with a hearing impaired person it is very important to facehim/her directly. People who are hearing impaired at times rely on their sight tohelp understand you. They watch facial expressions, gestures, and even try lipreading at times. You may even need to make the person aware that you arespeaking to them by gently touching their arm. Avoid speaking from anotherroom.

Avoid Background Noise

Avoid background noise - this is very distracting. If you have a busy waiting roomwith customers coming in and out, you may need to approach customers toensure you have their attention and speak to them face-to-face. You may alsoneed to step away from the noise or take them into another room.

Speak Clearly

Speaking clearly and at a normal tone is helpful. Shouting or exaggerating yourwords will not help the situation. Proper enunciating of words can be beneficial.Do not chew gum or put your hand in front of your mouth when speaking. Whensomething is not heard or understood, rephrase your sentence. Do not continuerepeating the same words.





Handling Customer Complaints and “TheGift” Approach

Notes

Handling difficult situations is not pleasant at times– but hold on to your seat! Difficult customers orsituations can be a “gift”! Believe it or not thesecan be positive learning experiences that can helpyou improve your processes, meet needs that youwere not aware of, pinpoint breakdowns and helpprevent making the same mistake twice. As muchas we try, mistakes are going to happen. They arenot always in our control. The following eight stepswill assist you in changing your mindset about complaints and how they can bebeneficial to your business.

The eight steps are from the book: “A Complaint is a Gift: Using Customer Feedback as a Strategic Tool” by Janelle Barlow and Claus Moller (Berrett-KoehlerPublishers, 1996).

1. Say “Thank You”Saying thank you starts the conversation on a positive note versus one that couldevolve into a more negative one by trying to place blame or trying to figure out if the complaint is legitimate. Saying thank you puts everyone at ease so that youcan further investigate and figure out a resolution. Body language also plays arole in saying thank you – make sure you look the person in the eye, smile andmost importantly be sincere.

2. Explain Why You Appreciate the Complaint

Once you say “thank you”, follow that up with why you are thankful for thecomplaint. For example:

• “Thank you for letting us know. We definitely do not want this to happenagain. We need to reevaluate this process and prevent this from happeningagain.”

• “Thank you for calling this to my attention, I’m so glad that you told me so Ican be more aware of this.”

Starting off with a sincere thank you and telling customers why you appreciate thecomplaint is the key to building rapport when they are upset. Any walls that havebeen created are immediately knocked down.





3. Apologize for the Mistake

Typically when people are complaining or are upset about a service or productthey have received, our first reaction is to apologize. But as you can see from thefirst two steps, apologizing is the third step in this process. A sincere apologyacknowledges that the incident or situation was not handled appropriately or that

something did not go right in our customers’ eyes. Blaming others or finger-pointing will not resolve the issues. For example:

• “Thank you for notifying me, I’m glad that it was brought to my attention sothat the mistake can be corrected. I apologize that this happened.”

Notes

4. Promise to Do Something about the Problem

Now that you’ve thanked the customer and apologized for the mistake, it is nowthe time to “do” something about the problem. For example:

• “I’m going to do my best to resolve this issue as soon as possible. I willdiscuss this with the Consultant and we will research why this happened.”

5. Ask for Necessary Information

Gathering pertinent information about the problem is also necessary. You have tofigure out where things went wrong. You cannot fix a problem when you do notknow all the facts. For example:

• “What is the correct shipping address?”

6. Correct the Mistake – Promptly

Correcting the mistake promptly and to the customer’s satisfaction will give thecustomer a sense of care and concern about the issue.

• “Now that I have the correct shipping address, I’ll change it in my system.”

7. Check Customer Satisfaction

At this point you want to ensure that you and the customer are on the same pageand that the resolution is agreed upon by both parties. Restating how you aregoing to resolve the issue and ensuring the customer has complete understandingof the resolution is vital in this part of the process.

• “Mr. Simantel, I will correct the shipping information is our system, I will thenexpress mail you a new carton of batteries today, along with a copy of your

invoice. Will this be a good solution to the problem?”





8. Prevent Future Mistakes

Look at system breakdowns, miscommunications or errors that can be preventedto ensure future customer satisfaction. Repeating the mistakes on a continualbasis is not efficient and will definitely have negative effects on your customersatisfaction level. Ask yourself, “What could be done differently? Did I handle thisappropriately?,” etc. Give yourself some honest answers and you will be able to

find those problem areas. This is also something that you can share with theupset customer. For example:

• “In the future, we will ship your package on the first of the month to ensuredelivery is on time.”

• “We changed our process for handling repairs that are coming into the officeto ensure that customers are notified immediately when the hearing aid isready.”

By using the eight steps above, you are on your way to creating loyal customers.Once you institute the belief that complaints can be a gift, you will have a loyalgroup of people sharing the good news of how you corrected the issue/problem.When we exceed our customer’s expectations, they are more willing torecommend your office to other family and friends. Word of mouth travels faster

and at times can be more effective than regular advertising efforts. We arealways looking for “promoters” of our business!

Remember: “A Complaint is a Gift” – but viewing it as “a gift” starts withyou!

Notes





Practice Makes Perfect

With your newly acquired knowledge in dealing with complaints, how would youhandle this?

Read the customer scenario below. Keeping the eight-step approach in mind,describe the eight steps that you would implement so that you can turn thiscomplaint into a “gift”.

Notes

Mr. Daly, a customer at the store for many years, has come to the office for aminor repair on his hearing aid. The hearing aid needs to be shipped out forrepair. Due to the holidays approaching, the FOA and Consultant are under thegun to get the hearing aid shipped out and repaired before Mr. Daly leaves thestate for an extended holiday with family. The office staff ensures him that thehearing aid will be shipped and will return to their office on Monday. He will beleaving on Tuesday for vacation.

The FOA does not follow up on the repair on the previous Friday to ensuredelivery for Monday. She had such a busy day, she had forgotten to call and

check on delivery status.

Monday comes around and the hearing aid is not in the office when theirshipments arrive. Before the FOA can contact the customer he is already onhis way for his pick-up appointment. The FOA calls the manufacturer fordelivery status and the hearing aid is not expected until Tuesday (the day thecustomer leaves for vacation).

Upon hearing the news that the hearing aid is not in the office, Mr. Daly isupset and demands to know why the hearing aid has not arrived when theoffice staff ensured him of a timely delivery.

Write out your eight-step process and turn this into a “gift”.1. ____________________________________________________________

____________________________________________________________2. ____________________________________________________________

____________________________________________________________3. ____________________________________________________________

____________________________________________________________4. ____________________________________________________________

____________________________________________________________5, ____________________________________________________________

____________________________________________________________6. ____________________________________________________________

____________________________________________________________7. ____________________________________________________________

____________________________________________________________8. ____________________________________________________________

____________________________________________________________ ____________________________________________________________






• Describe the top four behaviors in providing outstanding customer service. Responsiveness

Commitment Reliability Reassurance

• List three customer expectations. Help in solving their problems Someone they can trust Quality products and services

• Recognize the importance of measuring customer satisfaction using the NetPromoter Score (NPS). Promoters Passives Distractors

• Speak to the hearing impaired using new communication skills. Use SOLERS Face-to-face communication Avoid background noise Speak clearly

• Use an eight-step process to handle customer complaints and view them asa gift. Say thank you Explain why you appreciate the complaint Apologize for the mistake Promise to do something about the problem Ask for necessary information

Correct the mistake-promptly Check customer satisfaction Prevent future mistakes

Notes






Review the following questions and choose the best answer(s). The correct answersare on the following page.

1. The top four behaviors that would enable you to provide great customer service

are:a. Responsivenessb. Commitmentc. Judgmentald. Reliabilitye. Reassurance

2. What three expectations do your customers have of you?a. Help in solving their problemsb. Someone with a sense of fashionc. Someone they can trustd. Quality products and services

3. The “Customer Satisfaction Survey” card categorizes their responses into three

categories, circle the three correct categories:a. Passivesb. Detractorsc. Prospectsd. Promoters

4. Choose the top three communication techniques in communicating with thehearing impaired.a. Face–to-face communicationb. Avoid background noisec. Speak from another roomd. Speak clearly

5. Choose the first three steps in resolving a customer complaint.a. Change process in office to prevent future mistakesb. Thank themc. Apologized. Show appreciation






1. a, b, d, e2. a, c, d3. a, b, d4. a, b, d

5. b, c, d



Module 3 – Converting Calls to Appointments


Module 3

Converting Calls to

Appointments





Objectives Notes

Overview

Module 3 covers excellent phone etiquette and provides a complete overview of thefive-step process in converting a call into an appointment as well as providing a

complete description of the standard appointment types.

Goals

Upon completion of this module, you will be able to:• Describe the five-step process of converting calls.• Explain how to answer and respond to general telephone inquiries.• Describe the eleven standard appointment types.

Follow Up

• Use the scripts located in the Appendix section to further develop the five-stepprocess. (Script, FAQs, Successful Appointment Setting: Start to Finish and the

Five Phone Guidelines)• Consultant/manager – take the time to regularly evaluate the FOA on telephone

calls and afterwards discuss improvements that can be made.





The Five Steps in Converting Calls intoAppointments

Notes

The steps that are used to convert incoming and outgoing calls into appointments

can be broken down into five basic components.

You must practice to learn and master these steps, but it is worth the effort. Asyou become more skilled and confident in using these steps, you will become moresuccessful at converting calls into appointments.

We will go into more detail of each step on the following pages.

Step One – The Greeting

• Encourage customer interaction• Develop a person-to-person relationship• Build rapport• Set a positive and pleasant mood

Step Two – Assess Wants and Needs

• Ask open-ended questions• Determine the customer’s wants and needs• Determine the service or products based on needs

Step Three – Advise the Customer

• To establish the value of your services• By demonstrating your knowledge, you will create a desire in the

customer/potential customer to make an appointment

Step Four – Gain Agreement• Overcome any objections in booking an appointment

Step Five – Thank the Customer and ConfirmDecision

• Reinforce the decision by thanking the customer• Confirm appointment time• Explain what to expect





Step One – The Greeting Notes

The greeting is a very important part of the five-step process because this is whereyou are making that first impression. First impressions are everything in acustomer service-oriented business. This is also whereyou play a vital role in building rapport and encouraging

person-to-person relationship. So whether in person orover the telephone, you create the atmosphere for thecustomer/potential customer, starting with the greeting.Refer to the script in the appendix at the end of themodule.

Guidelines for a Telephone Greeting

Make sure you answer the phone promptly…within three rings or less.

Greet the caller courteously, state a greeting (i.e. hello, good morning), the nameof the office, and your name, and ask how you can be of assistance. Showenthusiasm by smiling when you speak (remember SOLERS from Module 2?).

“Good morning. Thank you for calling Miracle-Ear ®.This is Jane. How may I help you?”

When appropriate during the conversation, ask the caller for his name, address andphone number. Use the caller’s name throughout the conversation. Refer to thecustomer as Mr. /Mrs. /Ms. unless he/she gives you permission to use his/her firstname.

Listen to each person’s needs and concerns with genuine empathy.

If you know you have to put the caller on hold, make sure that you ask before youdo it. If you are going to place them on hold longer than 30 seconds, ask the callerif you can return their call. Ensure that you have the caller’s name and number andlet him/her know you will call back within a specific time frame, and then makesure to follow through with the call back when you said you would.

“Good morning. Thank you for calling Miracle-Ear.This is Jane. I’m currently on another line, can you hold, please?” …don’t forget to wait for an answer!

Prioritize your calls. Calls from vendors or other employees are a lowerpriority than calls from your customers.





Check your answering machine/voice mail frequently to ensure it is workingproperly. Listen to all messages and erase old messages to ensure that thecustomer who calls after hours can leave a message. The greeting you use on yourrecorded message should be as professional as the one you use during the day.

Notes

“Hello. Thank you for calling Miracle-Ear ®. We are sorry to miss your call.Our normal hours are 8-5 Monday through Friday with weekend appointments available upon request. If you are calling during normal business hours, we are currently with another customer. Please leave your name and telephone number after the tone and we will call you back assoon as we are able. Thank you for calling and have a nice day.”

Also, ensure that you follow-up/call back anyone who has left a message within thesame day.

Voice Quality

Voice quality is comprised of several components: tone, inflection, pitch, rate andvolume. They all play an important part when speaking to customers/potential

customers. The following are brief descriptions of each component.

• Tone – Expresses feeling or emotion• Inflection – Emphasizes words or syllables to enhance a message• Pitch – How low or deep your voice is• Rate – The words spoken per minute• Volume – How loud or soft your voice sounds

Your tone and inflection in your voice sets the mood for the conversation. Makesure that your tone is positive and upbeat. This avoids sounding monotone on thetelephone. Use emotion while speaking and you will be surprised how people willbe drawn to your voice.

Pay careful attention to the rate of words you speak. You do not want to speak too

fast or run your words together.

In speaking with the hearing impaired, it’s also important to speak at a normalvolume. At times volume may need to be slightly louder - being careful not to yellinto the phone.





Guidelines for Face-to-Face Conversation

It is important that you acknowledge all customers/potential customers quickly,within 30 seconds or less. Even if you are on the phone, you can acknowledge thecustomer by nodding your head, making eye contact, smiling or raising your handand giving a quick wave.

Have you ever experienced walking into a business/office and no one looks up oracknowledges you? Do you remember the feeling that it gave you? This is not apleasant feeling for anyone to encounter and can build frustration levels for ourcustomers/potential customers.

Notes

In the previous module, “SOLERS” was introduced. Again, when having a face-to-face conversation, focus on the following guidelines when speaking with acustomer. As we discussed in Module 2, many of the behaviors in SOLERS workeven when you are on the phone.

SOLERS IN ACTION

• S – Squarely face the customer• O – Open posture (do not cross arms)• L – Lean forward slightly

• E – Eye contact (look the person in the eye)• R – Relax• S – Smile!





Small Talk is a Big Thing

Small talk can be very beneficial for those customers who are visiting your office forthe first time or for returning customers. The purpose of small talk is to put thecustomer at ease and make them feel welcome in your store. Keep in mindcustomers visiting your office for the first time can feel anxious. Any small thing

you can do to ease their anxiety will go a long way in breaking down barriers –especially for first time appointments. Not everyone wants to engage in small talkso make sure to pay attention to the customer’s body language.

Here are some examples in making small talk:

• Using compliments: “I like your jacket. That color is great on you.” or “Inoticed that you are wearing your hair different, it looks nice.”

• Weather: “That was some storm last night. Were you affected by it?” • Sports/travel/grandchildren: “How was your trip to Arizona with your

daughter?” or “Are you still playing bingo every Thursday morning?”

By listening to the customers you will be surprised about the things they tell youabout themselves. Small talk is important in building a relationship with the

customer. This also will play a big part in customer loyalty.

Notes





Professional Responses for General TelephoneInquiries

There are times when customers or others may call your store. They may beasking for your Consultant or someone else in your store. Words are very powerfuland you always want to ensure a professional response whatever the situation is.

Here are some examples of proper responses.

What You Mean: Tell the Caller:

"He is out." "He is not in the office at the moment. May I help you?"

"I don't know where he

is.""He has stepped out of the office. May I help you?"

"He is in the men's

room."

"He has stepped out of the office. May I help you or would

you like to leave a message?”

"He hasn't come in

yet."

"I expect him shortly. May I help you or would you like to

leave a message?”

"She took the day off.""She is out of the office for the day. Can someone else

help you or I would be happy to take a message?”

"He doesn't want to be

disturbed."

"He is unavailable at the moment. May I help you or

would you like to leave a message?”

"She is busy." "She is unavailable at the moment. May I help you?”

Notes





Step Two – Assessing Wants & NeedsStep two in the process is assessing your customer’s wants and needs by askingopen-ended questions to determine what type of service or product you canrecommend.

Notes

To assess needs, you must ask questions to determine the customer’s wants and

desires. It is one of the most important steps in the appointment setting process.The information you discover can help you convert a call into an appointment oraid in selling an ALD or other ancillary product that can improve the customer’squality of life.

There are two goals of the needs assessment process:

1. To develop the customer’s trust.2. To determine the customer’s wants and needs.

It is by determining your customer’s wants and needs that you will have theopportunity to develop the customer’s trust in you. Your customers commit tomaking an appointment or purchase for two reasons: they trust you and they seevalue in the service or products you recommend.

Trust is established during the needs assessment process. Asking probingquestions and listening to your customer’s answers are as important as askingthe questions. Customers will begin to trust you when you show that you arelistening and care about what they are saying.

You will need to establish an appropriate questioning path. Your listening skillswill determine what questions to ask and when to ask them. Here are someexamples of open-ended questions.

• How did you hear about Miracle-Ear®?• What prompted your call today?• Is this appointment for you or a family member?• Who will be coming with you?• When would be a convenient time for you to come in together?• How long ago did you have your hearing checked?• What type of trouble are you experiencing with your hearing aids?• Can you tell me more about that?

As you develop rapport with the person to whom you are talking, you will findthat sometimes they will give you some of the information you seek withouthaving to ask anything.





Here is an example of assessing a customer’s wants and needs:

FOA: “Good morning. Thank you for calling Miracle-Ear ®. This is Mary. How may I help you?”

Caller: “I want some information on your hearing aids.” FOA: “I would be happy to provide some information for you. Are you calling for yourself or another family member?”

Caller: “I’m calling for myself.” FOA: “Ok, great! I’m happy to see that you are calling us today. Do youcurrently wear hearing aids?” Caller: “No, but my family thinks I need them and I realize that I am havingdifficulty hearing...” FOA: “Are you noticing a problem in certain situations where you feel you have ahearing loss?”

Caller: “I am having problems hearing my grandchildren and I have a hard timehearing the TV quite often.” FOA: “Well, let’s see about making you an appointment for a hearing test. I have two open times on Thursday, at 1pm or at 3pm? Which time would work best for you? Caller: “The one o’clock would be perfect.” FOA: “Great. We also ask that a family member or companion attends the

appointment as well. The “familiar” voice helps when we test your hearing. Whowill be coming with you?” Caller: My husband will be able to come with me.

Notes

Test your KnowledgeNow, in the following scenario, please complete your open-ended questions as if you were on the telephone with the caller:

Phone Rings - This call is for you!FOA: ______________________________________________________ Caller: “I want to know how much a set of hearing aids cost.” FOA: ______________________________________________________

Caller: “For my husband, Roger Davis. He has been having difficulty for sometime now and I am trying to get the ball rolling. I’m Mrs. Davis.”

FOA: ______________________________________________________ Caller: “I like the sound of having a complimentary hearing test.” FOA: ______________________________________________________ Caller: “We are free on Thursday around 2pm.” FOA:

_______________________________________________________

In the above example, there could be a few different ways to assess the wantsand needs. Discuss other options with your Consultant or manager.





Step Three – Advising the CustomerThe purpose of this step is to introduce specific features and benefits of yourservices or products that match the customer’s unique needs and to capture thecustomer’s interest. It is important that you match the benefit of the service orproduct to a specific need of the customer. (Remember, you discovered yourcustomer’s needs in Step Two). Keep in mind, the main goal is to schedule an

appointment. If the customer needs additional information or products, you canprovide it in this step.

Notes

The Act of Advising

There are two main goals to be accomplished during this step:• To establish the value of the services or products you provide• To create the desire in the customer to purchase those services or products

by using feature/benefit selling skills

As we learned earlier, customers make the decision to purchase because of trustand value. When you make a recommendation, either to book an appointment orto purchase an ancillary product, value must be established. The more value you

can show, the more likely the customer is to make a decision to purchase.Customers will sometimes make a purchase when trust has not beenestablished, but never purchase if they do not see value in the services.

Establishing value is a lot more than simply pointing out that hearing aids comewith an adjustment period or that batteries are free. Value is the total benefit the customer receives from a specific service or a specific product feature. It isimportant that a service or feature is presented in a way that responds to acustomer’s wants and needs.

For example: Suppose you have a customer who calls and says he is frustratedbecause his hearing aid stopped working. You point out that the hearing aid isunder warranty for two years and offer him a choice of appointment times.(feature), however, the total benefit has not been shared.

A better way of responding to the customer is, “I’m sorry for the inconvenienceMr. Davis. Let’s get you scheduled for the earliest appointment available. Your hearing aid is under a two year warranty, and that includes all office visits,batteries and adjustments, so that you can be assured of ongoing care and service. We will get this taken care of for you immediately.”

Do you see the difference? An important concept to understand is that differentbenefits are valuable to different people. You must continually ask probing,needs-assessing questions to discover them.

In addition to establishing value, you have to be able to motivate the customer tomake a purchase or an appointment. You can do this by using encouragingstatements to show your enthusiasm.





Example: “If you go ahead and join our battery club today, you’ll be able to start saving an additional $__ per battery. Since both you and your wife wear hearingaids, you would be able to save $__ per month or $__ per year. How does that sound?” (Check with your Franchise Owner for specifics.)

Notes

Focus on benefits specific to your customer’s needs to help achieve your goal of

gaining agreement. Follow these guidelines:

Feature – What it is.

“We offer a wide range of hearing aids with the most advanced technology…”

Benefit – What it does.

“…so that you can be fitted with the hearing aid that is right for your level of hearing loss, lifestyle and budget.”

End Benefit – What it means to the customer.

“You will be confident in knowing that a variety of hearing aids will be availableand you will be introduced to the latest advanced technology.”

A feature is a fact about the services or products you have to offer. It is anobjective, indisputable piece of information about your services or products.

A benefit, on the other hand, describes what the feature will do for thecustomer. The benefit contains subjective, descriptive terms.

This is called “benefits-based or solution-based selling” and it involvestelling your customers why you are recommending a product or service to them.During this phase of the process you should tie in the specific benefits yourcustomer is looking for or the end benefit (i.e. an office that has easilyaccessible parking so that he/she can use his/her wheelchair freely).

Let’s take a look at some other examples:

“I recommend that that you clean your hearing aids with FDA approved antimicrobial (feature) cleaning wipes to keep you from getting contaminationthat can cause problems (benefit) such as the itching in your ears that you havedescribed.” (end benefit)

“I recommend that you get this battery tester. It is simple to use ( feature ) and it will allow you to check your batteries at home ( benefit ) so that you will alwaysknow if your battery is still good or not.” ( end benefit ).

Test your KnowledgeHere is one scenario for you to finish, using the feature/benefit selling skills:

We are open on Saturdays (feature) so that _______________________

___________________________________________________ (benefit) and ___________________________________________ (end benefit).





Step Four – Gaining AgreementAfter opening the dialogue with the customer, determining wants and needs andadvising based on the needs you discovered; it is time to lead the customer to asolution. Most customers need a gentle nudge. Gaining agreement is a way of asking for an appointment or for someone topurchase a product in a caring and non-pushy

way. It is your responsibility to guide thecustomer toward a decision.

It should be a natural progression and allow youto stay in control of the situation. If your customer has any objections, they willsurface when you ask him/her to set an appointment or purchase batteries or anALD.

Notes

Methods Used to Gain Agreement

Everybody has his/her own way of gaining agreement. The process that works foryou may not work for everyone. Below are some techniques that work well inmost situations.

Either/Or Method

For customers who just need that little nudge, the Either/Or method enhancesyour chances of getting a “Yes” out of your customers.

FOA: “Would an appointment on Monday or Tuesday work best for you?”

Assumptive Method

For customers who show little or no signs of resistance during your presentation,the Assumptive method of gaining agreement will allow you to assume thecustomer will make an appointment or purchase a product.

Customer: “So, if I understand you correctly, I should make an appointment to

find out whether or not hearing aids are right for me.”

FOA: “That’s correct. Would Monday or Tuesday work best for you?”

Reflexive Method

For customers you feel want to be asked to set an appointment or buy a product,the Reflexive method allows you to respond to the customer’s question with aquestion designed to gain agreement:

Customer: “How long does it take to order hearing aids?”

FOA: (Avoid saying two weeks) “Scheduling an appointment is the first step

required in the process of being fitted with hearing aids. Would you like to dothat?”

Customer: “Sure.”

FOA: “Great. Once we establish whether or not you are a candidate for hearing

aids, you should be wearing them in approximately 2-3 weeks.”

Be careful when using the Reflexive method of gaining agreement too early in thepresentation. Only use it when you believe your customer is ready to take thenext step of scheduling an appointment.





Handling Objections

An objection is an anticipated question or concern from a customer that needs tobe answered, clarified or overcome by the FOA. The tone of a customer objectingto your suggestions may sound negative, when, in fact, an objection is simply arequest for more information.

An important thing to be aware of is that customers often do not state their trueobjections. Customers buy because of trust and value, and customers oftendecide not to buy because they lack trust in you or the company and/or they failto see the value of the product.

Customers will often not tell you their real objection because they don’t want tohurt your feelings since you have spent time talking to them. So they will giveyou a “stall” such as “I’ll think about it.”

Many times FOAs spend time trying to overcome objections that are not the realobjections. The first step in handling an objection is discovering the realobjection.

Notes

There are four steps to handling objections:

Listen: Because we anticipate most objections, we tend to leap on an objectionbefore the customer has a chance to finish his/her sentence. Not only will thecustomer find this irritating, he/she will also feel pushed. And if we anticipatedthe wrong objection, we may even raise an objection he/she hadn’t thought of until you mentioned it! At this point you need to stop talking and start listening.

Restate: It is important to restate the objection so that the customer knowsyou’ve heard it. Show empathy when you acknowledge the objection.

Ask: To discover if the objection offered is the real objection, simply ask thecustomer if he/she minds if you ask a question.

FOA: “Do you mind if I ask you a question?

Customer: “Not at all.”

FOA: “Do you understand the benefits of having an annual check-up?”

If the customer sounds anything less than enthusiastic there could be a hiddenobjection. Now ask:

FOA: “You didn’t seem too sure with your answer. Is there a reason you

are hesitating?”

Customers will usually tell you the real objection if the one he/she gave beforewas a “stall.” Once you find out the real objection, you will have a much betterchance of handling it. If your customer repeats their previous objection, you canassume this is a true objection. Then do not push the issue any further.





Answer: Once you have discovered your customer’s real objections, you can

work to overcome them. Nearly all objections can be answered with practice.There are generally four elements that can be used individually or in combinationto overcome a customer’s concerns. They are:

1. Testimonials2. Statistics

3. Benefit/Feature reinforcement4. Risk Free Offers

Here are some examples:

1. Testimonials: Without providing names or specific information, relate asimilar customer experience to what the customer is saying.

“I understand that you have some issues with hearing at church, and we recentlyhad another customer with the same issues. He is so pleased with his newhearing aids and now enjoys attending church every week.”

2. Statistics: You can gather great and informative statistics from the Interneton hearing loss.

“Unfortunately one in ten Americans experiences some degree of hearing loss.Hearing loss is the third leading chronic health condition among Americans, afterarthritis and high blood pressure.”

3. Benefit /Feature: Here is another example of sharing a benefit and feature.

“This dry aid kit allows your hearing aids to stay dry during those hot, humidsummer months. It will remove moisture than can be damaging to your hearingaids and will reduce your visits to our office.”

4. Risk Free Offers: Focus on these points with your customers.

“Mr. Daly I understand your concern, but some great news that I want to sharewith you is that Miracle-Ear® has a ___-day no risk trial period.”

Speak with your Franchise Owner for a complete list of testimonials, statistics,benefit/feature and risk free offers.

Notes





Step Five – Thanking & Confirming theDecision

The final step in converting a call is to thank and confirm thecustomer/potential customer’s decision. No matter

what product or services you sell, people want to knowthey are appreciated and that they made the rightdecision with the right company. One way to convinceyour customers/potential customers they made theright decision is to:

• Thank them for choosing you.• Confirm that they made the right decision.

Notes

Thank the Customer

Taking the time to thank the customer has an important impact on the futuresuccess of your business. A successful FOA thanks the customer whether they

make an appointment/purchase or not. This is just good customer service. Whoknows? He or she could change his/her mind in the future.

Confirm the Customer’s Decision

After your customer makes the decision to make an appointment or purchase anancillary product, your sincerity in thanking him/her also confirms that he/shemade the right decision. This helps reduce the chance of him/her “second-guessing” his/her decision.

Making a decision to improve one’s lifestyle through better hearing can be anexciting time for your customer. For some, the decision to purchase or to make anappointment is the result of endless comparisons, consulting with peers, friendsand family, and much research. Your enthusiasm and energy toward his/herdecision will help get your customer motivated about using all of your services!





Here is an example of thanking the customer and confirming the appointment:

An Appointment is Set: “Thank you so much for calling Mr. Edwards and we look forward to seeing you on (insert appointment date and time). We are really happy you made the right choice in contacting Miracle- Ear. I’m certain we’ll take great care of you! Do you have any other questions I can answer for you?”

Before you end the call, make sure you:

1. Verify that the customer knows how to get to the office. Send him/her a mapwith directions if necessary.

2. Let customers know that you will call the day before to confirm theappointment.

Below is an example of how to handle customers when you cannot book anappointment:

An Appointment is Not Set: “Thank you, Mr. Edwards, for your time today. I understand that now is not a good time to set an appointment. However, do you

mind if get your address and phone number so that I can keep in touch with you inregards to the latest technology or specials we may offer?”

Notes





Setting AppointmentsOnce you convert a telephone or walk-in customer into an appointment, there areeleven standard appointment types that you can choose from. Below is a list anddescription of the eleven types, along with approximate appointment lengths/timeframes. Please keep in mind that these are suggested time frames; time will vary

based on various factors. See your Franchise Owner for further direction.

Notes

Appointment Type Description ApproximateLength of

Appointment

1. Adjustment PeriodFollow-up

All check-ups within 90 days of delivery.

30 minutes

2. Aftercare-Clean & Check

Follow-up appointments forcleaning, Real Ear Measurement(REM), programming tweaks,generally scheduled at 3-, 4-, or 6-month intervals.

30 minutes

3. Aftercare-Rehab Follow-up appointments for thepurpose of using LACE or a like

resource to assist customer withmost effective adjustment to usinga hearing aid(s).

30 minutes

4. Annual Test Yearly hearing evaluation to checkfor changes in hearing loss, needfor additional/different technology(possible sales opportunity).

60 minutes

5. HA Repair/TWA Appointment made to review orinvestigate difficulty customer ishaving with hearing aid(s).

30 minutes

6. HAE/Consultation Hearing evaluation for the purposeof selling or fitting a hearing aid(s).

90 minutes

7. Hearing Evaluation DHT (Diagnostic Hearing Test),audiologic exam, anytest/evaluation performed notdirectly related to selling or fittingof a hearing aid(s).

60 minutes

8. Impressions A follow-up appointment (after theHAE is completed) for the solepurpose of taking an impression forhearing aid(s) or ear mold(s).

30 minutes

9. New Delivery The initial delivery of a hearingaid(s).

60 minutes

10. Re Delivery Delivery of remade, repaired or L&Daids.

30 minutes

11. Screening Video otoscope, insurancescreening, open house screening,

familiar voice test.

60 minutes





Customer Service Self-Evaluation Report

Based on the five steps of converting a call, please use this checklist below andprovide a self-assessment on how you are utilizing the five steps. This is a greattool to use on a regular basis – just to ensure you are covering each stepthoroughly.

The Greeting1. Was the call picked up before the third ring? yes/no

2. Was an appropriate greeting used? yes/no

3. State your name? yes/no

4. Ask how you could be of assistance? yes/no

5. Sound enthusiastic (if no, explain) yes/no

6. Use the customer’s name during the call? yes/no

7. Ask permission before placing the call on hold? (if applicable)

yes/no

8. How long did the customer hold approximately? _____seconds/min

Assessing Wants & Needs9. Determine reason for the call by asking open-ended

questions?yes/no

10. Needs were understood and empathy was shown? yes/no

Advising

11. Emphasize the benefit of an appointment or service? yes/no

12. Was a third party/companion recommended to attendthe appointment?

yes/no

Gaining Agreement 13. Was an appointment recommended? yes/no

14. Choice of appointments was offered? yes/no

15. If objections were presented, was the FOA able toovercome them?

yes/no

Thanking/Confirming

16. Did the FOA thank the customer for the appointment? yes/no17. Did he/she reconfirm appointment time? yes/no

18. Offer to give directions to the store? yes/no

Other Comments: _________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

Notes






• Describe the five step process of converting calls. The Greeting

Assessing Wants & Needs Advising Overcoming Objections Thanking and Confirming

• Describe how to professionally handle general telephone inquiries.

• Recognize the eleven standard appointment types. Adjustment period follow-up Aftercare-Clean & Check Aftercare-Rehab Annual Test HA Repair/TWA HAE/Consultation

Hearing Evaluation Impressions New Delivery Re Delivery Screening






Review the following questions and choose the best answer(s). The correct answers areon the following page.

1. Select all that apply. By answering the phone by the third ring you are

a. Making the customer feel importantb. Showing that we need their businessc. Showing that you cared. Showing respect

2. Voice quality is comprised of five components. Choose all five.a. Toneb. Inflectionc. Pitchd. Ratee. Loudnessf. Volume

3. Choose the correct way to answer an inquiry over the phone.

a. He’s out today.b. I don’t know where she is.c. She’s in the bathroom right now.d. I’m sorry; he’s not available right now.

4. Choose all examples of open-ended questions.a. What prompted you to call today?b. Who is the appointment for?c. What type of problems are you having?d. Did you hear about us in the newspaper?

5. Select all that apply. When you make a recommendation to customers, youa. Give them a sense of urgencyb. Provide solutionsc. Share your knowledged. Make them question their decisions

6. Select all that apply. By having a third party come to the appointment, thisa. Helps to have a familiar voiceb. Can be used as a distractionc. Helps the customer feel secured. Helps when purchasing. The third party is a great resource to the customer.

7. Choose three of the eleven appointment types?a. Screeningb. New deliveryc. Direct Maild. Annual Test






1. a, c, d2. a, b, c, d, f 3. d4. a, b, c

5. a, b, c6. a, c, d7. a, b, d





Appendix

Script ...................................................................................... page 56FAQs ....................................................................................... page 57Successful Appointment Setting: Start to Finish ............................. page 58The Five Phone Guidelines .......................................................... page 59

Basic Communication Skills ......................................................... page 60The Empathy Formula ................................................................ page 60Six Training Tips for Managers and Owners ................................... page 61Four-Step Manager Coaching Model ............................................. page 62Customer Interaction Checklist for Managers ................................. page 63





Front Office Telephone Script

1. Thank you for calling Miracle-Ear. My name is (insert your name). May I have your name?____________________ Thanks. How may I help you?

2. Answer any questions they may have.

Common Question: How much do your hearing aids cost? At Miracle-Ear, hearing aids rangefrom a few hundred dollars and up, depending on one’s needs.

3. If calling for an appointment - Again, (insert customer name) thank you for calling Miracle-Ear. Toschedule your free hearing test, I need some information. Are you calling for yourself or a loved one?

Self Spouse Loved One Friend

4. Are you (they) currently wearing hearing aids? Yes No(This question is optional)

5. An important part of the hearing evaluation involves the use of a familiar voice, which gives us the mosaccurate results. Preferably it should be a spouse or family member. Who will you be bringing with yo__________________________

Common Question: Why do I need to bring someone with me? In order to give you the mostaccurate results, part of the test requires someone with a familiar voice. Who will be comingwith you?

6. I have openings for a free hearing test on (insert date and morning time) or (insert date and afternoontime). Which one of these times works for you?

7. In order to set the appointment, I will need to get a little more information from you. What is your…a. Address ______________________________________________________b. City ______________________________________________________c. State ______________________________________________________d. Phone ______________________________________________________

8. If they haven’t mentioned it as of yet – Who can we thank for the referral?

Yellow Pages Mailer Friend: ____________________________

Internet Senior Center Referral: ____________________________ Newspaper Business Card Other: ____________________________

9. We are located at (insert store address). Can I provide you with directions to our office?

10. (Insert customer name) thank you so much for calling and we look forward to seeing you on insertappointment date and time). We are really happy you made the right choice in contacting Miracle- EaI’m certain we’ll take great care of you! Do you have any other questions I can answer for you?





Frequently Asked Questions

Many customers often have the same questions and concerns when it comes to their hearing health. As aFront Office Associate, you may be asked to respond to inquiries that are not addressed on the originaltelephone script. Below are some questions that you might encounter on a regular basis and suggestionson how to address them effectively.

Please see the reverse side of this form for the Front Office Telephone Script. Answer each of thecustomer’s questions and resume with the script.

1. How much do your hearing aids cost? At Miracle-Ear, hearing aids range from a few hundred dollarsand up, depending on one’s needs.

2. What is a digital hearing aid? Digital is the latest advancement in hearing aid technology and at

Miracle-Ear, 100% of our hearing aids are digital.

3. What if I don’t like them? Does your office offer a trial period? Yes, we offer a _______day trial period.During this time you will have a chance to wear the hearing aids and see how they work for yourhearing loss.

4. What is the cost of a hearing examination? At Miracle-Ear, our hearing tests are free with noobligation.

5. Do you repair hearing aids? Yes, we can repair hearing aids here. What kind of difficulties are youhaving with your hearing aid?

6. What is the process for getting a hearing aid? The first step to the process is to schedule an

appointment for a hearing test at no cost. After we find out what your hearing loss is, the consultantwill work with you to determine which hearing aids will work best for your hearing loss.

7. How do I know which hearing aid is best for me? Once you have your hearing tested, the consultantwill discuss with you in detail which hearing aids will work best with your type of hearing loss.

8. I saw your ad in the newspaper; can you tell me more about that ad? Yes, of course I can. Miracle-Earruns different ads each month; can you describe to me what it says in the ad?

9. Why do I need to bring someone with me? In order to give you the most accurate results, part of thetest requires someone with a familiar voice. Who will be coming with you?

10. How long do hearing aids last? Three to five years on average but it depends on the user and the wearand the tear.

11. I’ve been to Starkey. Why should I come to Miracle-Ear? We have been in business for 60 years andwe are the #1 choice in hearing aids. We have a highly trained Hearing Instrument Specialist and wehave innovative products.

12. I’ve heard hearing aids don’t work? Hearing aids work as long as you are fitted with the correct makeand model designed specifically for your hearing loss.





1. Answer the phone on or before the thirdring. Acknowledge the customer within 30seconds of them entering the location.

The GreetingSmile, voice quality and having a standardizedgreeting are most important.

2. Discover the wants and needs of thecustomer by asking critical, open-endedquestions designed to discover the patientneeds.

Assessing the Customer’s Wants and Needs

Ask open-ended questions and collect thecustomer’s history. Use the script as a guide.

3. Describe the benefits of an appointmentand/or services to every customer. Stress theimportance of having a companionaccompany the customer to theappointment.

Advising

Emphasize the benefits of an appointment atyour location. Offer experience of hearinginstrument specialist (# of years HIS has beendispensing, etc). Advise customer to come in for

appointment and talk with Hearing InstrumentSpecialist about hearing loss and have anevaluation/test performed.

4. Overcome any objections to ensure anappointment is made.

Gaining Agreement

Offer to get their questions answered andprovide a variety of appointment times to meettheir needs. Your primary objective is to make

an appointment!

5. Gather information and sincerely thank thecustomer.

Thanking

Thank the customer, review the conversationand appointment time with genuine kindnessand care.

Successful Appointment Setting: Start to Finish





The Five Phone Best Practices The Value of Consistency

Sometimes a phone rings and even the best Front Office Associate canaccidentally make the smallest mistake and lose the customer’s business.

Using some best practices will help the FOA accomplish their primary job functionof converting calls to appointments. Below is a list of “The Five Phone BestPractices” and the benefit associated with the each best practice.

Best Practices Benefit

Use a standard greeting and identifyyourself when answering the telephone.

This creates a positive first impressionand let’s the customer know that theyhave reached Miracle-Ear.

Always ask customers for theirpermission before you place them onhold. Politely ask for their phone

number (if you don’t already have it) incase you get disconnected. Put callerson hold for no more than 30 seconds.

Customers who are put on hold forlonger than 30 seconds will becomefrustrated and call a competitor.

Getting back to customers in less than30 seconds will keep them as acustomer.

Call back customers when you tell themyou will.

Customers will appreciate the fact thatyou did remember to call them backand will be more likely to schedule anappointment.

Listen to the customer’s question. Listening to everything a customer saysand answering his/her questions willshow your willingness to help him/her.

Follow a script. The Front Office Associate’s primary

job function is to convert calls toappointments. Using a script as aguide will ensure more appointmentswill be made.





S = Squarely Face the Customer

O= Open Posture (don’t cross arms orlegs)

L = Lean Forward Slightly

E = Eye Contact

R = Relax (take a deep breath)

S = SMILE!

Basic Communication Skills

The Empathy Formula

Step 1: “You seem…”

Step 2: “Name the emotion…” (happy, satisfied, upset, confused, etc.)

Step 3: “About ______” (describe the problemor issues causing the emotion)

Step 4: “Is this correct?” (ask for clarification)

Reference: Legacy Frontiers, Birmingham UK, 2008





Six Training Tips for Managers and Owners

1. Role-play the script with FOAs each month. Coach them onimprovements.

2. Require the FOAs to memorize the answers to all Frequently AskedQuestions.

3. Coach FOAs on how to answer questions related to the monthlymarketing promotions.

4. Encourage FOAs to record their own voice during a routine phone calland coach them on how to improve vocal inflection.

5. Track number of calls converted to appointments and companionattendance rate. Track the calls daily, weekly and monthly.

6. Schedule daily five-minute meetings with FOAs to have opencommunication in the store.





Four-Step Manager Coaching Model

We talk a lot about coaching. Here is a four-step process managers canuse to improve the skill of their staff.

1. Collaborate with employee on goals. Goals need to be time bound andmeasurable.

Example: Improve call conversion rate by 25% by the end of thismonth.

2. Brainstorm resources

Example: Identify an on-line course that will improve communication skills.

3. Collaborate on progress toward goal

Example: During one-on-one meetings with employee, discuss progress and adapt goal and resources as needed.

4. Report on progress toward goal

Example: At goal deadline, employee should demonstrate improvement. Goals should be revised as needed. Four-step coaching process begins again with another goal





Customer Interaction Checklist for Managers

Employee name ___________________Date______________

Other Comments: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

The G reeting

1. Was the call picked up before the third ring? Yes or No

2. Was an appropriate greeting used? Yes or No

3. State his/her name? Yes or No

4. Ask how he/she could be of assistance? Yes or No

5. Sound enthusiastic (if no, explain) Yes or No

6. Get the customer’s name, address and phone number. Use the customer’s nameduring the call?

Yes or No

7. Ask permission before placing the call on hold? (if applicable) Yes or No

8. How long did the customer hold approximately? _____seconds/minutes

Assessing Wants & Needs

9. Determine reason for the call by asking open-ended questions? Yes or No

10. Needs were understood and empathy was shown? Yes or No

Advising

11. Emphasize the benefit of an appointment or service? Yes or No

12. Was a third party/companion recommended to attend the appointment? Yes or No

Gaining Agreement

13. Was an appointment recommended? Yes or No

14. Choice of appointments was offered? Yes or No

15. If objections were presented, was the FOA able to overcome them? Yes or No

Thanking/Confirming

16. Did the FOA thank the customer for the appointment? Yes or No

17. Did he/she reconfirm appointment time? Yes or No

18. Offer to give directions to the store? Yes or No

Total Score

Score 2 points for every Yes answer, and 0 points for a No answer. For a score of 30or less, coach the employee on improvements, using the four-step coaching model.







Module 4 – Driving Sales from the Front Desk


Module 4

Driving Sales from the Front

Desk





Objectives Notes

Overview

Module 4 will cover the FOA’s role in “over the counter sales” and we will reviewthe five steps in Converting a Call into an Appointment. The five steps discussed

in Module 3 will relate back to how you can drive sales into your office. We willintroduce four customer types that you will encounter on a daily basis.

Goals

Upon completion of this module, you will be able to:• Describe the FOA’s role in driving sales.• Describe the four customer types that you will encounter on a daily basis.• Relate the five-step process covered in Module 3 – Converting Calls into

Appointments to Driving Sales from the Front Desk.• Describe over the counter products and services

Follow Up

• Discuss product/accessory line with your Franchise Owner. Discuss the topfive to ten items that are sold over the counter. Ensure that everyone has aworking knowledge of these items.

• Have a team meeting to discuss your role in driving sales.





Driving Sales from the Front Desk Notes

The FOA’s Role in DrivingSales

You may be asking yourself, “What does drivingsales really mean? I don’t sell hearing aids!” True, FOAs aren’t responsible for hearing aidsales but they do have a role in generatingrevenue. Driving sales encompasses manydifferent types of revenue generating activities,such as:

• Selling over the counter accessories (i.e. batteries, assistive listening devices,cleaning products for the hearing aid, etc.)

• Converting a phone call into an appointment• Grassroot marketing efforts• Contacting or following up with “tested loss not sold” customers• Following up and confirming all aftercare appointments•

Reviewing charts for inactive files and touching base with those customers• Helping with local marketing efforts (health fairs, screenings at a local library,

lectures at local nursing home facilities, etc.)• Following up or calling behind marketing initiatives

Basically anything you do or do with other team members to bring revenue into youroffice is considered “driving sales”.

It’s important to remember that your Consultant is not the only person in the storeresponsible for driving sales – you also play a part in this very important effort.

The Four Customer Types

FOAs play a part in virtually every customer encounter; whether it’s someone

walking into your store for the first time, customers checking out at the front desk,existing customers needing batteries or a quick walk-in for a general inquiry – thelist of customer interactions that FOAs encounter are endless.

Recent Company marketing research identifies four different types of customers thatvisit our stores. The more you know about each of the four types of customers, themore likely you are to meet their needs and help them. Ultimately, this translatesinto a satisfied customer and a successful store. The chart on the next page is asummary of the four customer types. The last row gives you a breakdown of whatyour role is.





Customer Type Initial Phone callor Walk-in

Deep Dive Second Round Quick Trip

Description New Customer -Looking for help orinformation

New Customer -Ready to purchasehearing aids forthe first time(arriving forscheduled appt)

Current customerarriving for checkup or ready toupgrade currenthearing aids

In need of arepair,adjustment ormiscellaneousproduct

Average VisitLength (appttimes will vary)

5 to 15 minutes 2 hours 30 min - 1 hour 5 to 15 minutes

Needs Reassurance Openness Empathy Respect for

Privacy Time to Make

Decision

Education Confidence Guidance Clarity Reassurance Simplicity

Improvement Excitement Relevance Focused

Attention

Directness Precision Efficiency

Products/ServicesTo Discuss

Individualized & expert care

Hearing aids New technology Accessories & repair service

Goal Schedule anappointment fortest

Offer reassurancein their purchasingdecision

Inspire confidencethat newtechnology will bean improvement

Fix the problemquickly andefficiently

Materials to Sharewith Customer

Various brochureson hearingloss/hearing aids.

Various brochureson what to expectfrom hearing aidsand their benefits.

Various brochureson latesttechnology.

Various brochureson assistivelistening devicesor how tomaintain the lifeof a hearing aid(if applicable).

FOA Role 1. Greetcustomer

2. Assess wantsand needs

3. Advise4. Gain

Agreement5. Thank

1. Greetcustomer

2. Have in-takeforms ready

3. Processpaperwork

4. Make smalltalk (if appropriate)

1. Greet customer2. Offer support

andreassurance(when needed)

1. Greetcustomer

2. Assess wantsand needs

3. Advise4. Gain

Agreement5. Thank

“My husband has alwayshad his needs met at

our Miracle-Ear store.They always listen and offer solutions to help

him in every area of hishearing healthcare.”

Actual comment on a customersatisfaction survey card.





Review of the Five StepsIn Module 3 – Converting Calls to Appointments, we discussed afive-step process in converting a call into an actual appointment.You will utilize many of these same steps for driving sales intoyour store, over the counter sales and addressing other needs of your customers.

Let’s review the five-step process.

Step One – The Greeting

• Encourage customer interaction• Develop a person-to-person relationship• Build rapport• Set a positive and pleasant mood

Notes

Step Two – Assess Wants and Needs

• Ask open-ended questions• Determine the customer’s wants and needs• Determine the service or products based on needs

Step Three – Advise the Customer

• To establish the value of your services/products• By demonstrating your knowledge, you will create a desire in the

customer/potential customer to make an appointment or purchase aproduct/service.

Step Four – Gain Agreement

• Overcome objections

Step Five – Thank the Customer and ConfirmDecision

• Reinforce the decision by thanking• Confirm appointment time (if applicable)

It starts with a greeting whether in person or over the telephone. Step two isfinding out how you can help them by asking open-ended questions. Advising thecustomer is step three and allows you to demonstrate your knowledge of thehearing health industry. Step four and five tie together nicely for gaining agreement

and thanking them for the decision that they have made. So whether they arecalling to make an appointment, need help with an over the counter sale or areresponding to your flyer from the latest health fair – you need to keep these steps inmind when you are driving sales into your doors.





Identifying Customers - Test your Knowledge

In each scenario below, write down the correct customer type:

Scenario One -

Mr. Larson, a long standing customer walks in and is inquiring about an amplifiedtelephone for his mother. She’s having a hard time hearing over the telephone and hewould like to discuss products that would assist her with her communicationdifficulties.

Answer: ___________________

Scenario Two -

Ms. McGinn has just arrived for her 2:00pm hearing check appointment. The FOAgives her a warm welcome and informs her that her appointment will start shortly.

Answer: ___________________

Scenario Three –

Mr. Grady has walked in for his 1:00pm hearing evaluation appointment. He recentlysaw an ad regarding Miracle-Ear® and is interested in purchasing hearing aids.

Answer: ___________________

Scenario Four –

Someone who is traveling on vacation walks through your door and wants to purchasea package of batteries for their spouse’s hearing aid.

Answer: ___________________

Notes





Over the Counter Sales

In addition to supporting sales there are times when you will be called upon toconsult with customers on over the counter products and services.

It’s important that you are familiar with “counter sales.” Counter sales includeany product or device, other than a hearing aid, that customers can purchase fromyour store. In many cases these are items such as hearing aid batteries, cleaningaccessories or assistive listening devices. All of these products are used to helpthe customer get the most out of their investment of hearing aids. Services arealso a part of over the counter sales. A working knowledge of common over thecounter products and services you offer is critical. Your job is to discover what theneeds of each customer are when they arrive at your office.

Keep in mind that this is another opportunity for your store to reconnect with thecustomer while ensuring excellent aftercare as well as quality products andservices.

Hearing Aid Batteries

Hearing aid batteries are the most common over the counter product that you willbe selling every day. All hearing aids require batteries in order to operate. Beloware some guidelines concerning battery size, color, storing information and the lifeexpectancy for hearing aid batteries.

Notes

Battery Sizes and Universal Color Code

The most common battery sizes are 10, 13, 312, 675 and 5A. Battery dimensionsare standardized across all brands. Look for the standardized color on thepackaging to find your battery size.

Color Code

• #10 – Yellow Tab• #13 – Orange Tab• #312 – Brown Tab• #675 – Blue Tab• #5 – Red Tab

Battery Tabs

Hearing aid batteries use outside air as a source of power. The tab seals the airholes on the battery, ensuring freshness when purchased. After you remove thetab, the battery takes about a minute to charge fully and be ready for use. Do notremove the tab until you are ready to use the battery; replacing the tab willnot extend the battery life.





Storing Batteries

Keep batteries at room temperature. Heat can shorten their life and a damplocation like the refrigerator is not recommended. Also, never carry loose batteriesin your pocket or purse—contact with metal items like keys or coins can short-circuit the battery. Keep them in the card that they come in or a battery caddy.

Notes

Battery Life Expectancy

Battery life is determined by length of use during the day, amplification and typeof hearing aid. The average battery life is approximately 7-10 days. Ask yourConsultant to determine the battery life of the batteries sold in your store.

Many Behind-The-Ear (BTE) hearing aids have a rechargeable battery option.Remind your customers that rechargeable batteries can be reused multiple timesafter being recharged in the charger. Check with your Franchisee Owner fordetails.

Common Assistive Listening Devices (ALDs)

Below are some common assistive listening devices that locations may offer. Afterall, we need to be the supplier of all hearing health care items. Check with yourFranchise Owner or Consultant for a complete list.

The key to talking to a customer about a product is to make sure you know whichproduct they would be the most interested in purchasing. Using open-endedquestions to discover the needs of the customer is essential so you can narrowdown the right product(s) for your customer.

Item Customer Benefits How to Talk About it WithCustomers

AmplifiedTelephones Increases the loudness of the voice of thecaller so individuals with hearing loss have aneasier time listening to their loved ones onthe phone.

“Mr. Smith, an amplified telephone willimprove your hearing on the phone.These phones are designed specificallyfor people with hearing loss.”

TV Ears Plugs easily into a TV and wirelessly transmitsthe signal to a pair of headphones allowingthe customer to understand what is said ontheir favorite TV program.

“You mentioned that you are havingtrouble understanding your favorite TVprograms. These TV Ears will reallyhelp. They plug right into your TV andwirelessly send the signal to theseheadphones.

PersonalSound

Amplifier

An easy to use amplified system which is agreat solution for individuals with hearing losswho are not ready for hearing aids orprofessionals working with individuals withhearing loss.

“Mr. Smith, this personal soundamplifier would be a good product foryou to use to talk to your mother whileher hearing aids are in for repair.”





Common Products that Maintain the Life of Hearing Aid(s) and Products for the Ear

Notes

Below is a list of common products that are offered at many of our locations.

These are specific to hearing aid maintenance or care of the ear. Products in eachlocation will vary. Ask your Franchise Owner or Consultant for a complete list.

Item Customer Benefits How to Talk About it With Customers

Dri Aid Kits forHearing Aids

Come in a variety of styles/sizes. Keeps aid(s)moisture-free. Use daily/nightly. Ensure thebattery door is open on hearing aid. If dry-aidkit has a pillow, those have to be reactivatedas needed.

“Mr. Kairis, in this hot and humid Floridaweather, I would recommend our dri-aid kit.It’s very easy to use and will help with thereoccurring moisture problem that you havebeen experiencing.”

EarmoldProducts Earmold Cleaner: This item will assist in thethorough cleaning of earmolds, and also actsas a disinfectant. This is not to be sprayedonto hearing aids. Earmolds can be washedin warm soapy water, and dried thoroughly.

Earmold Blower: This soft rubber bulbsyringe will assist in blowing debris andmoisture out of earmold tubing. Veryimportant tool for Behind-the-Ear (BTE)hearing aids.

“Mrs. Larson, we have a great product thatyou can use on your earmold to keep it cleanfrom debris and build-up. This also acts as adisinfectant.”

“Mr. Towson, since you wear behind the earhearing aids, I would suggest purchasing anearmold blower. This is such a great tool touse to blow the debris and moisture out of your earmold tube.

AudioWipes A moist wipe that aids in the cleaning anddisinfecting of earmolds and hearing aids. Can

be used daily to wipe off debris on theearmold or hearing aid.

“Mr. Daly, the audiowipes that we have arevery useful in wiping off and cleaning your

hearing aid. They are safe to use and will noharm your hearing aids.”

Products forthe Ear

Eargene: Soothing ear lotion. Can be appliedinside the ear for relief of discomfort.

Miracell: A soothing ear lotion that relievesitchy ears and also acts as a lubricant.

Oto-Ease: Lubricant that can help with theinsertion of tight earmolds or hearing aids.

“Mrs. Winters, these lotions will help you stopsuffering from itchy ears. It’s very easy toapply and these are portable, so that you cankeep them with you at all times.”

“Mr. Jones I know you have a hard timeinserting your earmold, but we have afantastic product that we recommend to easesome of your frustration when inserting yourearmold.”





Know Your Services

Over the counter sales will also include various services that your store offers. It’sanother very important part of driving sales into your location. Knowing when andwhat to offer customers when it comes to services is another role that FOAs will takepart in. Some services that you may offer are:

• Repairs• Extended warranties• Offering a variety of appointments (i.e. Impression, Annual Test, Hearing

Evaluation, etc.)Ask your Franchise Owner or Consultant for a complete list.

Notes






• Describe the FOA’s role in driving sales.

• Describe the four customer types that you may encounter on a daily basis: Initial phone call or walk-in Deep dive Second round Quick trip

• Relate the five-step process covered in Module 3 – Converting Calls intoAppointments to Driving Sales from the Front Desk. The Greeting Assessing Wants & Needs Advising Overcoming Objections Thanking and Confirming

• Describe some over the counter products/services: Batteries Products for the hearing aid(s) Products for the ear(s) Assistive listening devices (ALDs) Services (Repairs, warranties, appointments)

Notes










Review the following questions and choose the best answer(s). The correctanswers are on the following page.

1. Select all that apply. Driving sales into your office is the responsibility of the

following employees and/or departments:a. Consultantb. FOAc. Marketing Departmentd. Contracting Department

2. Select all that apply. Driving sales encompasses many opportunities that theFOA will play a part in and these are:a. Converting a call into an appointmentb. Mailing a customer an invoicec. Grassroot marketingd. Selling an assistive listening device

3.

Select all that apply. Assessing the wants and needs of a customer allows youto:a. Greet the customer with kindnessb. Direct the customer towards a solutionc. Build trustd. Display your knowledge

4. Select the four customer types discussed in Module 4.a. Deep Diveb. Second Roundc. Existing Customerd. Initial Telephone Calle. Quick Trip

5. Select three needs of an “initial” call or walk-in?a. Reassuranceb. Precisionc. Empathyd. Openness

6. Select all of the products below that are considered an over the counterproduct.a. Audiowipesb. Earmold cleanerc. Amplified telephoned. Booking an appointment

7. Select three of the universal color codes on hearing aid batteries:

a. Yellowb. Bluec. Aquad. Orange






1. a, b, c2. a, c, d3. b, c, d4. a, b, d, e5. a, c, d

6. a, b, c7. a, b, d



Module 5 – Working the Files


Module 5

Working the Files





Objectives Notes

Overview

Module 5 will cover the importance of working your files and maintainingthat very important customer relationship to ensure customer retention and

customer loyalty. This module will focus on all customer statuses and willprovide some direction to reach out to your customers. And finally we willshare two resources that are available to the FOAs to help follow up withthose customers.

Goals

Upon completion of this module, you will be able to:• Define what “working the files” mean.• Describe the value of customer loyalty.• Describe various customer statuses and actions to take with those

customers when working your files.• List the two resources that are available for following up with

customers.

Follow Up

• Meet with your Franchise Owner or Consultant to ensure a daily goal ismet for working the files.

• Discuss with your Franchise Owner reports or other tools available toensure consistent customer contact.





Working the FilesIn Module 5 we will be discussing theimportance of contacting existingcustomers on a routine basis. “Workingthe Files” simply means that you have anexisting customer database to keep in

touch with in order to provide consistentaftercare. Typically these customers havebeen seen by your Consultant. Theyeither have a chart in your store or are inyour database.

Notes

Working the Files = Customer Retention & Loyalty

Working the files is one of the most important things you can do in youroffice to ensure customer retention and customer loyalty. Approximately50% or more business generated within each location is from existing or “repeat” customers. It’s simply keeping in touch with all your customers toensure that once you have a customer – they will be a loyal customer for alifetime! You want customers to think about purchasing batteries,accessories, ALDs or their next set of hearing aids from you. By workingthe files you ensure that you are providing consistent and exceptional careto everyone; no one gets overlooked.

The Value of Customer Loyalty

Customer loyalty is hard to come by these days. Consumers haveunlimited options for every type of service or product available. It takeshard work and determination on our end to develop a loyal customer. When

we talk about the value of customer loyalty, three things come to mind:

• Repeat Business: Once you have a customer the ultimate goal is tokeep the customer satisfied and coming back for repeat business.

If a customer is captured at age 65, how many sets of hearing aidswill be purchased over their lifetime?





• Referrals: Word of mouth or referrals from your customers is a great way topromote your business. Referrals come your way when your store providesexcellent service and products and in turn these customers become “Promoters”!

How many customers come to your office as a result of the extraordinaryservices you provide to them or their friends/family?

Notes

• Related Products and Services: This is an ongoing revenue stream of hearing healthcare products. Products and services such as: batteries,assistive listening devices (ALDs), repairs and other services, etc.

Over a period of 20 years, how many related products will be purchased?

A loyal customer following is the key to maintaining, growing, nurturing andpromoting your business!





What is the Customer’s Status?There are a variety of customers to look for when you are working your files.Customers may have several statuses during our relationship with them. Aftereach customer status/type there are some actions to take as you are reviewingtheir information.

1. New Customers (recently purchased) Schedule check-up or follow-up appointment. If purchased recently, send a hand-written thank you card. Send a report to their physician/doctor if applicable.

2. Inactive Customers (does not have an appointment scheduled) Call or send letter expressing the importance of their check-up

appointments. Call companion (i.e. son/daughter, care-taker) if appropriate. Check to see if service/product warranties are still in effect. Customers

need to be aware of expiring service/product warranties.

3. Active Customers (have an appointment on the schedule) Check to see if their next appointment is scheduled.

If so, verify it is for the appropriate appointment type. Verify the age of the hearing aids. Are they ready for an upgrade to new

technology? Check to see if service/product warranties are still in effect. Customers

need to be aware of expiring service/product warranties.

4. Tested Loss No Sale (TLNS) Call two to five days after the initial appointment to try and get them back

in again. If they told you they are shopping around, put them on a recall list to

ensure that you follow-up with them. Put on a recall list for an annual test.

5. Medical Referrals/Wax Removal

Call to schedule another appointment once the customer is seen by adoctor. It is recommended that once the customer makes theirappointment with the doctor, that the appointment to come back to yourstore is confirmed. These can result in lost opportunities if you do notshow the initiative to follow-up.

6. Cancelled or No Show Appointments Call back customers who canceled their appointment and never

rescheduled. Call back customers who were no shows.

Don’t let these opportunities slide through your fingers! They called your store fora reason. Be diligent with your follow-up.

Notes





What is the Goal?

FOAs should be “working the files” for approximately 30 minutes per day (timesmay vary). The purpose again is to verify that your customers are in an activestatus, all appropriate communications are taking place and to maintain anongoing relationship with them. A critical role the FOA plays in the “health” of thestore is to keep current customers coming back into the office and continuing to

ensure customer satisfaction.

Just remember – if you do not follow-up and provide consistent contact with them,another hearing care provider will!

Please contact your Franchise Owner or Consultant for specific details/directions.

Notes

Resources Available

Besides the physical customer chart/record, Sycle.net and the Miracle-Ear®

Marketing Toolbox are two great resources that you can utilize for keeping intouch with your customers. There are a variety of reports as well as templatesavailable for creating letters, postcards, invitations, direct mail pieces, etc.

Please contact your Franchise Owner or Consultant for specific details/directions.

Practice Makes Perfect –

Below are some scenarios for your review. After your review, write down the typeof action or follow-up you would perform?

• You pulled Mr. Jones chart. He was in nine months ago for a clean and checkappointment. His aids are fairly new. His last scheduled clean and checkappointment was cancelled.

What type of follow-up would you do for Mr. Jones? ___________________________________________________________

• You pull Mr. Tomkins chart and he was last seen six months ago. His hearingaids are three years old. At his last appointment, he was inquiring about newtechnology. He was not ready to purchase at the time.

What type of follow-up would you do for Mr. Tomkins? ___________________________________________________________





Review of Module 5

You should now be able to do the following:

• Define the meaning of “working the files”.

Working the files ensures customer retention and customer loyalty.

• Describe the values of customer loyalty. Repeat business Referrals Related products and services

• Restate the various customer statuses: New customer Inactive customer Active customer Tested loss no sale (TLNS) Medical referral/wax removal Cancelled/no show appointments

• List the two resources that will provide valuable tools for keeping in touch withyour customers. Sycle.net Miracle-Ear® Marketing Toolbox











1. Select all that apply. Working the files mean:

a. Reviewing customer chartsb. Keeping in touch with current customers

c. Follow-up calls or mailing a letterd. Putting charts in order

2. Select all that apply. By working our files and staying in touch withcustomers, you ensure:

a. Customer retentionb. A busy office

c. Customer loyaltyd. Good reviews by peers

3. Describe the three values in customer loyalty:

a. Repeat businessb. Reoccurringc. Related products and services

d. Referrals

4. Circle all customer statuses we focus on in working the files:

a. Inactiveb. Active

c. BTE hearing aid wearersd. Warranty expirations

e. Cancelled/no showf. New Customer

g.

TLNS (Tested Loss No Sale)

5. Select two resources available to an FOA for follow-up with customers:

a. Memsib. Sycle.net

c. Conductive

d. ME Marketing toolbox






1. a, b, c2. a, c3. a, c, d4. a, b, d, e, g

5. b, d



Module 6 – Hearing Loss and Hearing Aids


Module 6

Hearing Loss and Hearing Aids





Objectives Notes

Overview

Module 6 covers basic information on the causes and signs of hearing loss and thestyles of hearing aids.

Goals

Upon completion of this module, you will be able to:• Describe the three types of hearing loss.• Describe some causes of hearing loss.• Describe social effects of untreated hearing loss.• Describe the four styles of hearing aids.

Follow Up

• The Consultant will perform a complete hearing test/evaluation on the FOA.• FOA will observe one customer test/evaluation (with customer’s permission).





Understanding Who Your Customer Is

Module 6 has some very important components of the hearing profession that youwill need to know as an FOA.

In Module 6 we will be reviewing:

• Types of hearing loss your customers may have• Hearing loss and its affect on the customer’s lifestyle• Causes of hearing loss• Signs of hearing loss that your customer may encounter• General hearing aid information; styles and types of hearing aids

It’s important for the FOA to know and understand the customer that you will bedealing with every day. In order to effectively help the customers you need tohave a knowledge base of hearing loss and how it impacts our customers.

Notes





Types of Hearing Loss Notes

There are three types of hearing loss…sensorineural, conductive and mixed.

Sensorineural Hearing LossThis is the most common type of hearing loss in adults and can result fromabnormalities of the inner ear and/or nerve paths to the brain. The auditory cells(hair cells) of the inner ear are permanently damaged. This is the type of hearingloss often referred to as "nerve loss" or nerve deafness. While there are manycauses of sensorineural hearing loss, it is most commonly caused by repetitiveexposure to high-intensity noise or by the natural aging process. In most cases,this type of loss can successfully be helped with the use of hearing instruments. Itdoes depend on each customer and the severity of the problem.

Conductive Hearing Loss

Conductive hearing loss occurs due to loss of sound sensitivity resulting fromabnormalities of the middle and/or outer ear. The auditory nerve still functionsnormally; the sound is just unable to reach the inner ear. This type of loss iscommon in children with ear infections. Once the infection is cleared up, thehearing recovers and reevaluation is recommended. This type of loss is usuallytreated with medication or simple surgery.

Mixed Hearing Loss

This type of loss is a combination of a conductive and sensorineural hearing loss.





Hearing Loss and Its Affect on Lifestyle Notes

Over 31.5 million Americans suffer from hearing loss. That’s one out of every tenpeople and one out of every four people over age 65. Over the past 20 years,hearing loss in people ages 18 to 45 has increased by more than 26 percent.

Most people are unaware that their understanding is diminishing because changesin hearing usually happen gradually. At first, it may seem as if everyone ismumbling. Words start to sound alike. Conversation in restaurants becomesdifficult. Concerts, theater and movies are not as fulfilling. Social situationsbecome frustrating and embarrassing instead of fun.

A reduction in understanding and speech clarity can develop over several years.Many people don’t realize the extent of their hearing loss. Friends and familymembers often become aware of a hearing loss even before the person whom itdirectly affects.

Left untreated, hearing loss can lead to social isolation, anxiety and depression.





What Causes Hearing Loss?Most people think that hearing loss is a sign of advancing age. While time has animpact on all of the body’s systems, because of the increase in work-related andrecreational noise, hearing loss is occurring at younger and younger ages. Thereare various causes of hearing loss and likewise the impact on hearing will differfrom person to person.

Some causes of hearing loss are:• Aging process (heredity – loss in families)• Excessive or repetitive noise (i.e. construction, loud music, etc.)• Infections and illness• Injury to ear or head• Birth defects or genetics• Reaction to drugs prescribed by a doctor

Notes





Signs of Hearing Loss

Notes

Here are some typical signs of hearing loss that people may encounter.

• Often missing certain words.• Frequently asking the speaker to repeat what was said.• Not taking part in social gatherings (embarrassment).• Having family members or friends express concern about the person’s

hearing.• Not hearing the telephone or door bell ringing.• Avoiding certain social situations (the theater, restaurants) because it is

difficult to hear.• Not taking part in conversations at the dinner table.• Not answering when someone is speaking to them.• Having a history of work-related noise exposure.• Understanding telephone conversations is difficult.• Turning the volume up on the radio or television to levels that are too loud

for others.• Following conversations in groups or in the presence of background noise is

difficult.

If someone is having ongoing issues related to hearing (understanding), theywould benefit from a hearing evaluation.





Hearing AidsHearing instruments essentially fill the gap created by a hearingloss. This is done by receiving and amplifying sound. Hearingaids cannot restore a person’s normal hearing ability.

Notes

Styles of Hearing Aids

Hearing instruments come in many sizes and styles. Prices on hearing aids varydependent on the style and technology (digital/programmable).

BTE

Behind-The-Ear (BTE) hearing instruments areextremely flexible for all types of hearing loss. Thehearing device is housed within a curved shell that sitsbehind each ear and delivers sound through a clear

tube. The clear tube fits into a mold that has beencustomized to comfortably fit inside each ear. SomeBTE’s are also referred to as Open-Fit or Receiver-In-The-Canal.

ITE

In-The-Ear (ITE) hearing instruments are very easy to operateeven if the user has poor dexterity. The hearing device is housedwithin a custom-made shell that fits comfortably inside each earand delivers sound directly to the ear.

ITC

In-The-Canal (ITC) hearing instruments can barely be seen andare very easy to operate, even if the user has poor dexterity. Thehearing device is housed within a custom-made shell that fitscomfortably inside each ear canal and delivers sound directly tothe ear.

CIC

Completely-In-The-Canal (CIC) hearing instruments are virtuallyinvisible to others. The hearing device is housed in a tiny shellthat fits comfortably and completely into each ear canal. Thedevice is removed from the ear canal by pulling a tiny cord.Where these miniature instruments are both powerful andcosmetically appealing, some features, such as manual volumecontrol, are not available because the devices are so small.






• Restate the three types of hearing loss: Sensorineural hearing loss

Conductive hearing loss Mixed hearing loss

• Describe the affects of hearing loss on people’s lifestyles.

• Describe some causes of hearing loss: Aging process (heredity – loss in families) Excessive or repetitive noise (i.e. construction, loud music, etc.) Infections and illness Injury to ear or head Birth defects or genetics Reaction to drugs prescribed by a doctor

• Describe some common signs of hearing loss.

• List the four types of hearing aid styles: BTE – Behind-the-Ear ITE – In-the-Ear ITC – In-the-Canal CIC – Completely-in-the-Canal

Notes











1. Choose the three types of hearing loss:

a. Sensorineuralb. Mixedc. Surroundedd. Conductive

2. Select all that apply. How does hearing loss affect people’s lifestyle?

a. Does not recognize family

b. Conversations in restaurants become difficult

c. Shopping becomes a refuge

d. Social situations become frustrating

3. Select all that apply. Describe some causes of hearing loss:a. Driving a car

b. Aging processc. Noise pollutiond. Head injury

4. Select three common signs of hearing loss:a. Avoids social situationsb. Does not hear the doorbell or phone ringc. Cannot drive on the highwayd. Miss certain words

5. Select the four styles of hearing aids:a. BTE – Behind-the-Earb. ITE – In-the-Earc. CTC – Canal-to-Canal

d. ITC – In-the-Canale. CIC – Completely-in-the-Canal





1. a, b, d2. b, d3. b, c, d

4. a, b, d5. a, b, d, e

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