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

Geoffrey Cooling is an Irish hearing care blogger and the author of The Little Book of Hearing Aids and Audiology Marketing in a Digital World. He has been involved in the Hearing Healthcare Profession since 2007 when he qualified as a hearing aid audiologist. He has worked in private practice and for a major hearing aid manufacturer. He has become recognised as an authority within the field of hearing care and hearing aids.


  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

This site uses Akismet to reduce spam. Learn how your comment data is processed.