How Long Do You Think Your Sales Process Lasts?

As long as you have a customer supplier relationship, you’re in the sales process


No nampby pamby I don’t sell rubbish, you do, every day whether you know it or not. Whether you admit it or not, so lets get past that rubbish and move on. I was having a conversation in relation to buyer’s remorse recently, it is a phenomenon that I think we are all aware of. So much so that I think everyone I have ever met in the industry has some sort of strategy to deal with it. I think that buyers remorse is a constant factor during the life time of a set of hearing instruments and therefore during the lifetime of your relationship with your Patient.

When they don’t quite get on as well as they hoped, buyer’s remorse, when the receiver fails in year two, buyer’s remorse, when it seems to them that they bought the wrong technology level, buyer’s remorse. In this way, you can see that buyer’s remorse can strike at several times during the lifetime of their relationship with you their hearing healthcare provider. We need to be aware of this and handle it whenever it may raise it’s head.

So, if you hold this to be true as I do, it is easier to understand that the entire duration of your relationship with your customer is the sales process. I think that many would agree even nod their head emphatically, but do we really stop to think about the ramifications of that statement? What it really means to us and the running of our Practices? If you do I am glad, if you haven’t up to this moment,  welcome to the gang.



About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland. After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites. I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology. I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating. I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one. I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients. I hope that I, and my writings will play a small part in their continued success.


  1. Great article–as usual. Gives me an idea for one to write to my own patients. It helps reiterate OUR relevance to the process, that it’s not just the products, but our expertise that leads to long-term success.

    In my own practice, with every patient visit I remind the patient–whether a recent fitting or long-term follow-up visit–that “I can’t fix a problem I don’t know about, so utilize me as much as you need should a problem ever arise.” I also make it plain that hearing aids are mechanical devices that need routine maintenance, so if something goes wrong, don’t worry–there is a solution.

    Staying in contact with the patient through newsletters and postcard reminders helps maintain the relationship and remind the patient that we are part of what they part of what they paid for.

Let me know what you think