Download - Miracle Ear

Front Office
Associate (FOA)
Training
Level 1
Participant’s Guide
©2009, Miracle-Ear, Inc. 12693MANL
Table of Contents
Table of Contents
Module 1 - The Role of the FOA ......................................................................................................... 3
Objectives ..................................................................................................................................... 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
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Module 1
The Role of the FOA
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Objectives
Notes
Overview
Module 1 defines the Front Office Associate role and how you will directly impact
the store’s success and customers’ conversion and loyalty. The five interpersonal
skills required as an FOA will be reviewed. This module will also cover teamwork
and assist you in creating a team atmosphere and attitude.
Goals
Upon completion of this module, you will be able to:
•
•
•
•
Describe
Describe
Describe
Describe
the
the
the
the
FOA roles and responsibilities.
importance of a FOA in a store and with the customer.
five interpersonal skills required for success.
four components of teamwork.
Follow Up
•
•
•
Meet with your Franchise Owner and/or Consultant to review your role and
responsibilities on a regular basis.
Work with the Consultant and/or other associates to ensure team meetings
are being scheduled regularly.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Front Office Associate Roles and
Responsibilities
Notes
While there are many roles and responsibilities for the FOA, we are focusing on the
top five behaviors that make a successful FOA.
1. Displaying Excellent Customer Service to Our
Customers
The Front Office Associate (FOA) is the first point of contact for potential customers
or existing customers. You also represent the first step (Acknowledging and
Greeting the Customer) in the Miracle-Ear Experience™. FOAs demonstrate
excellent customer service by exceeding our customer’s expectations. Excellent
customer service is the key to gaining new customers as well as retaining our
current customers.
2. Converting Calls to Appointments
FOAs play a very important role in converting calls into appointments. The FOA
responds to questions regarding local advertising/marketing campaigns as well as
general inquiries about our service and/or products. FOAs support the mission of
Miracle-Ear® by demonstrating excellent customer care, incorporating telemarketing
and customer retention calls as needed.
3. Meeting the Customer’s Needs and Delivering
Solutions
FOAs demonstrate professionalism by building trust, meeting needs and delivering
solutions. You build trust by sharing your knowledge and helping direct the
customer to the path of better hearing. You may be asking yourself, “How do I
meet 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 be
delivered.
4. Ensuring a Smooth Office Flow - Teamwork
FOAs coordinate customer appointments while ensuring a smooth and efficient office
flow. Being a team player is crucial in this role. FOAs support the staff by
scheduling/confirming appointments and handling administrative processes. The
FOA provides the forms to customers and sets up the video, What to Expect, for
them to watch to ensure customers know what will happen during their
appointment.
5. Performing Over-The-Counter Sales
Another area of an FOA’s role is over-the-counter sales. FOAs check customers in
and out, collect and record payments, track revenue and accounting activities to
include: end-of-day close, bank deposits, posting of charges, payments and
insurance information. They balance accounts daily, weekly, and monthly and
report to the appropriate administrative office. You will also sell batteries, assistive
listening devices (ALDs) and other over-the-counter products. Please see your
Franchise Owner or Consultant for specific protocol and responsibilities.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
How the FOA Impacts
Notes
the Success of the Store
You are critical to the success of the store. Your Consultant and Franchise Owner
depend 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 marketing
activities.
Your organizational skills to keep the office running smoothly without
interfering with customer service.
Let’s take a look at each one in more detail.
Communicate and Represent the Office
Professionally
You are the initial contact (in person or over the telephone) for all new and
current customers. You are responsible for creating a positive impression with
that customer and his or her friends and family. You are also the first step in the
Miracle-Ear Experience™. By greeting customers and making them feel
comfortable, you set the stage for their appointment.
Generate Revenue
FOAs play a very important role in revenue generating activities. These activities
fall into three different categories.
•
Calls – Converting incoming calls to appointments, answering inquires on
marketing campaigns, asking open-ended questions to determine customer
needs.
•
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 maintaining
excellent customer service. You are your Consultant’s “right-hand person”,
providing support in all requested functions.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
How the FOA Impacts
Notes
the Success of the Customer
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 a
large part, on YOU!
•
Your ability to put customers at ease as they arrive for their appointments by
getting 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 or
potential customers are calling you because they want help! Your ability to actively
listen and to ask needs-based questions is essential to understanding each
request. Customers or potential customers are coming to you for guidance and
solutions to their hearing needs.
Communicate Knowledge of Hearing Profession
When customers call your office, by gathering and analyzing the information they
are 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 to
have the customer come into the office for an appointment when necessary.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Five Interpersonal Skills Required For
Your Success
Notes
What is the one skill required of almost every job? Good interpersonal
communication 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. It
takes time to understand what these skills mean and how you can put them into
practice. 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 it
takes to take care of the customer.
Good Listener
A good listener is someone who listens actively to what’s being expressed, while
not talking over the person. Listening and gathering information is key to
determining wants or needs of the customer.
Organized
An FOA must maintain organization at all times. To have a smooth customer flow
it takes organization and pre-planning at times. Your organization skills can
impact customer care, as well as efficient office flow.
Professional
Presenting a professional attitude with the customers, as well as other co-workers
or associates, is a required behavior in the workplace. Being courteous and polite
to others is a sign of professionalism.
Empathetic
Showing empathy or being empathetic is being able to recognize and acknowledge
a person's emotional state of mind. Showing empathy with a customer allows you
to be more understanding about the situation, not judgmental. Your ability to "put
yourself into their shoes," is important in understanding their situation.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
What other skills/strengths do you have?
Notes
While we discussed the top five interpersonal skills that will ensure success as an
FOA, there are many other interpersonal skills that you may also have. Circle two
additional skills/strengths and share an example of you displaying this in your past
work experience.
Enthusiastic
Dependable
Energetic
Problem-solver
Understanding
Team player
Leader
Loyal
Solution oriented
Builds rapport easily
Customer
Able to multi-task
Motivated
Positive
Harmonious
1.
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2.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
The Four Components of Teamwork
Notes
An important part of your success and the success of your office is working well
with 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 their
energy 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 who
regularly 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 the
beginning of the day in order to review expectations for the day. Discuss the
upcoming appointments that day and share any conversations you had with
specific customers so that the Consultant can address their needs.
Ongoing communication throughout the day is crucial to a smooth office flow
as well. Any appointments added onto the schedule need to be communicated
to the Consultant.
If you feel you need more direction or instruction with a specific task, work
together to iron out the process. Be open to suggestions.
Teamwork: Simply stated, it
is less me and more we.
- Unknown
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Respecting One Another’s Role within the Store
Notes
The Consultant role and the FOA role intertwine in regards to providing excellent
customer care and satisfaction. Though they are very different roles, they are both
critical to the success of your office and most importantly the customer. Respecting
one another in the work environment plays into your success greatly.
Demonstrating respect is simple, but can be powerful. These ideas will help you
avoid the needless acts of disrespect that can take away from productivity and
contentment 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 Meetings
It’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 in
the interaction with customers. The checklists will give focus and direction for your
meetings. 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 define
what teamwork means to you and how you can be an important part of the team.
My definition of teamwork is:
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Office Checklist
Physical Environment of Office:
Description
Reception area is
clean
Yes
No
Comments
Current educational
reading material
Refreshments (Fresh
coffee)
Current brochures
available
Office is free of
clutter
Display area is
clean/has current
items
Pre-Appointment Interaction:
Description
Greeting was
warm/professional
and included FOA
name
Yes
No
Comments
Questions were
answered
appropriately
Asked for a 3rd
party/companion
Reminder to bring
any paperwork
needed
Gave clear directions
to the office
Called to confirm
appointments
Called no-shows or
cancellations back
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Office Checklist
Pre-Testing Communications:
Description
Greeted promptly upon
arrival
Yes
No
Comments
Greeting was
warm/professional
Had intake forms ready
for customer to complete
(Hearing Quotient,
Customer Confidential
Record, HIPAA)
Showed What to Expect
video
Appointment starts on
time
Chart and paperwork
needed for appt was
ready for Consultant
Personally check on
customer when
appointment does not
start on time
Keeping customer
informed of delays
Post Purchase/Appointment Experience:
Description
Make follow-up
appointment
Yes
No
Comments
Quick checkout
Thanking the customer
Consultant calling
customer within 24-48
hours following the
delivery
Consultant/FOA sending
hand-written thank you
card
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Review of Module 1
Notes
You 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
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Check Your Understanding
Review the following questions and choose the best answer(s). The correct answers are on the following
page.
1.
Choose all the roles and responsibilities of a FOA.
a. Excellent customer service
b. Convert calls to appointments
c. Sell hearing aids
d. Meet customer’s needs and offer solutions
e. Ensure the office runs smoothly
f. Over-the-counter sales
g. Start the Miracle-Ear Experience™
2.
The first representation of Miracle-Ear® that a customer would typically encounter would be:
a. The Consultant
b. The FOA
c. A nurse
d. Franchise Owner
3.
Select all that apply. The FOA is important to the success of the store and depends upon your ability
to:
a. Fit hearing aids when the Consultant is not available
b. Communicate with the customers and represent the office professionally
c. Assist in generating revenue
d. 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 solutions
b. Communicating knowledge of the hearing profession to the customer
c. By repairing hearing aids
d. By booking appointments
5.
Select all of the following interpersonal skills that are needed to get the job done successfully.
a. Customer-service oriented
b. Unreliable
c. Good listener
d. Organized
e. Professional
f. Empathetic
6.
Select all of the traits that make up a successful store.
a. Having the same/shared mission
b. Regular communication with Consultant
c. Respecting each other’s role
d. Redecorating every year to keep up with the latest trends
e. 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 daily
b. Help establish goals
c. Assist team members in recognizing one another’s strengths
d. Promote open communication
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 1 – The Role of the FOA
Check Your Understanding Answers
1.
2.
3.
4.
5.
6.
7.
a,
b
b,
a,
a,
a,
b,
b, d, e, f, g
c, d
b, d
c, d, e, f
b, c, e
c, d
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
Module 2
Providing Outstanding
Customer Service
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
Objectives
Notes
Overview
Module 2 will focus on providing outstanding customer service. We will also be
looking 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 when
dealing with our customers. Lastly we will cover the ups and downs of customer
complaints and how we can change our belief about customer complaints and turn
those 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 in
dealing with customers.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
Providing Outstanding Customer
Service
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 service
to our customers is our number one
priority. Our customers’ satisfaction
with our products and services will
relate directly back to their experience
with you! Sound like big shoes to fill?
Yes, it can be at times. Defining
outstanding customer service is
sometimes a difficult task because the
list can be endless. We are going to
focus on the top four behaviors that you must exhibit in dealing with
customers.
Responsiveness
When our customers come to us, they are looking for us to respond to their
needs. Timeliness is important when you may have customers waiting to be
taken care of. Your responsiveness to customers in the waiting room is part
of providing outstanding customer service. Keeping customers informed of
appointments that are delayed is important. If your Consultant is running
behind, apologize to the customers and let them know they will be seen as
soon as possible. Responsiveness goes beyond the waiting room. It plays
into your interaction with customers on many levels; from calling them back
when you said you would or mailing batteries to them. The key here is to
make sure that you will fulfill the promises that you are making to the
customers. If you say you are going to do something – you need to ensure
that it’s fulfilled.
Commitment
In Module 1, we touched on you and your Consultant having the same mission
or commitment in helping the customers and this also plays a part in
providing outstanding customer service. In a portion of the Company’s
mission/value statement, it refers to our commitment to quality and
continuous improvement through all aspects of our business. Your
commitment to helping customers, guiding and reassuring them through this
process is invaluable.
Reliability
Reliability in any business also gains trust. Do customers come into your
office and know that they can rely on your services? Do they know you will do
what you said you would do? Did the hearing aid come into your office when
you said it would? This is how our customers measure our reliability. We
create expectations for our customers with every contact we have with them.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
Reassurance
Notes
Reassurance is being able to restore customers’ confidence and shows them
confirmation about their decision or action. This behavior helps ease their insecurity
about making decisions regarding their hearing health.
Example:
“Mr. Norton, I can assure you that you will not be disappointed and am confident
that we’re headed in the right direction to assist you in your hearing needs.”
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
Customer Expectations
Notes
We all have expectations in every avenue of our life, whether we are dealing with
a spouse, a car repair shop or a physician, we have pre-determined expectations
in our head. Likewise, our customers have expectations that they are looking for
us 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 are
counting on you to help solve their problems. They have taken the first step in
hearing health and now it’s your turn to help deliver the solutions. FOAs play such
an important part in this process. You are the first person that customers
encounter. You gather information from them to help solve the issues. You then
communicate or share your interactions with the Consultant to ensure those
customers’ needs or expectations are met.
Someone They Can Trust
Building customers’ trust takes time and you do not just earn it when they walk
through your door for the first time. Customers rely on your word and the
promises that you make. Trust is built through integrity and consistency in the
relationship. Once you have established a relationship with the customer and the
outcome is positive, you are building on the customers’ trust in you and your
services.
Quality Products and Services
Our customers have the expectation of quality products and services – this is a
given! Just as if you were in the market for a new digital camera, you want quality
and 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.
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
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 the
first time. After the delivery and checkout at my counter, I reassured her that we
would be available to answer any questions she may have and that she would be
fit into the schedule if there were problems before her next check-up. Her
response was, "I hate to be a bother." FOAs must be keen to pick up signals from
the customer and Consultant on customers who will need extra care and
reassurance. 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 to
assure her what she is experiencing is not unusual, but is normal. At each visit I
took the time to get up from behind the counter and sit with her, reassure her and
listen 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 cards
from Mrs. Smith and her family.
What behaviors do you see in this example that you can exhibit?
•
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©2009, Miracle-Ear, Inc.
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FOA Training
Module 2 – Providing Outstanding Customer Service
Measuring Customer Satisfaction and the
Net Promoter Score (NPS)
Notes
Importance of Measuring Customer Satisfaction
Measuring customer satisfaction is valuable because it’s our communication tool
with our customers and it gives us information on how we are doing in our
customers’ eyes. Listening to our customers is how we continue to improve upon
our products and services.
By measuring our customers’ satisfaction we can hold on to our current customers
and it enables us have a clear understanding of how to better attract new
customers and promote our business.
Customer Satisfaction Survey Cards
Miracle-Ear® measures our customer satisfaction and loyalty by mailing survey
cards out six months after a new delivery. These cards provide vital information
about their “Miracle-Ear Experience™”. Several questions on the Customer
Satisfaction Survey ask about different aspects of our service. The first question
asks if the receptionist was warm, friendly and professional. Customer answers to
this 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 be
to 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.
___________________________________________________________________________________________________
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FOA Training
Module 2 – Providing Outstanding Customer Service
Promoters
Passives
Detractors
Net Promoter Score
This is a simple yet meaningful way to measure the strength of our relationship
with 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 effects
of a Promoter. What remains are the Net Promoters. NPS indicates the degree
to which we have earned repeat and referral business. This represents the
strength of the Miracle-Ear® brand, your office and the likelihood of future
success. NPS is the essence of our success in achieving customer satisfaction
and loyalty.
Results from Surveys
Results will be calculated quarterly as well as yearly and shared with the
Franchise Owner.
What Can I do to Ensure Customer
Satisfaction?
Make each customer’s experience a memorable one! It starts with that initial
encounter with you, whether over the telephone or face to face. Ensure that
every customer contact you have is warm, friendly and professional. Let’s make
“Promoters” out of every customer that we come into contact with!
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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Module 2 – Providing Outstanding Customer Service
Communication Tips for the
Hearing 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 essential
behaviors when greeting or communicating with
your customers.
S
O
L
E
R
S
–
–
–
–
–
–
Squarely face the customer
Open posture (do not cross arms)
Lean forward slightly
Eye contact (look the customer in the eye)
Relax
Smile!
Face-to-Face Communication
When communicating with a hearing impaired person it is very important to face
him/her directly. People who are hearing impaired at times rely on their sight to
help understand you. They watch facial expressions, gestures, and even try lip
reading at times. You may even need to make the person aware that you are
speaking to them by gently touching their arm. Avoid speaking from another
room.
Avoid Background Noise
Avoid background noise - this is very distracting. If you have a busy waiting room
with customers coming in and out, you may need to approach customers to
ensure you have their attention and speak to them face-to-face. You may also
need 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 your
words 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. When
something is not heard or understood, rephrase your sentence. Do not continue
repeating the same words.
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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Module 2 – Providing Outstanding Customer Service
Handling Customer Complaints and “The
Gift” Approach
Notes
Handling difficult situations is not pleasant at times
– but hold on to your seat! Difficult customers or
situations can be a “gift”! Believe it or not these
can be positive learning experiences that can help
you improve your processes, meet needs that you
were not aware of, pinpoint breakdowns and help
prevent making the same mistake twice. As much
as we try, mistakes are going to happen. They are
not always in our control. The following eight steps
will assist you in changing your mindset about complaints and how they can be
beneficial 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-Koehler
Publishers, 1996).
1. Say “Thank You”
Saying thank you starts the conversation on a positive note versus one that could
evolve 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 you
can further investigate and figure out a resolution. Body language also plays a
role in saying thank you – make sure you look the person in the eye, smile and
most importantly be sincere.
2. Explain Why You Appreciate the Complaint
Once you say “thank you”, follow that up with why you are thankful for the
complaint. For example:
•
•
“Thank you for letting us know. We definitely do not want this to happen
again. We need to reevaluate this process and prevent this from happening
again.”
“Thank you for calling this to my attention, I’m so glad that you told me so I
can be more aware of this.”
Starting off with a sincere thank you and telling customers why you appreciate the
complaint is the key to building rapport when they are upset. Any walls that have
been created are immediately knocked down.
___________________________________________________________________________________________________
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Module 2 – Providing Outstanding Customer Service
3. Apologize for the Mistake
Notes
Typically when people are complaining or are upset about a service or product
they have received, our first reaction is to apologize. But as you can see from the
first two steps, apologizing is the third step in this process. A sincere apology
acknowledges that the incident or situation was not handled appropriately or that
something did not go right in our customers’ eyes. Blaming others or fingerpointing will not resolve the issues. For example:
•
“Thank you for notifying me, I’m glad that it was brought to my attention so
that the mistake can be corrected. I apologize that this happened.”
4. Promise to Do Something about the Problem
Now that you’ve thanked the customer and apologized for the mistake, it is now
the 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 will
discuss 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 to
figure out where things went wrong. You cannot fix a problem when you do not
know 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 the
customer 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 page
and that the resolution is agreed upon by both parties. Restating how you are
going to resolve the issue and ensuring the customer has complete understanding
of the resolution is vital in this part of the process.
•
“Mr. Simantel, I will correct the shipping information is our system, I will then
express mail you a new carton of batteries today, along with a copy of your
invoice. Will this be a good solution to the problem?”
___________________________________________________________________________________________________
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Module 2 – Providing Outstanding Customer Service
8. Prevent Future Mistakes
Notes
Look at system breakdowns, miscommunications or errors that can be prevented
to ensure future customer satisfaction. Repeating the mistakes on a continual
basis is not efficient and will definitely have negative effects on your customer
satisfaction level. Ask yourself, “What could be done differently? Did I handle this
appropriately?,” 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 the
upset customer. For example:
•
•
“In the future, we will ship your package on the first of the month to ensure
delivery is on time.”
“We changed our process for handling repairs that are coming into the office
to ensure that customers are notified immediately when the hearing aid is
ready.”
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 loyal
group of people sharing the good news of how you corrected the issue/problem.
When we exceed our customer’s expectations, they are more willing to
recommend your office to other family and friends. Word of mouth travels faster
and at times can be more effective than regular advertising efforts. We are
always looking for “promoters” of our business!
Remember: “A Complaint is a Gift” – but viewing it as “a gift” starts with
you!
___________________________________________________________________________________________________
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Module 2 – Providing Outstanding Customer Service
Practice Makes Perfect
Notes
With your newly acquired knowledge in dealing with complaints, how would you
handle 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 this
complaint into a “gift”.
Mr. Daly, a customer at the store for many years, has come to the office for a
minor repair on his hearing aid. The hearing aid needs to be shipped out for
repair. Due to the holidays approaching, the FOA and Consultant are under the
gun to get the hearing aid shipped out and repaired before Mr. Daly leaves the
state for an extended holiday with family. The office staff ensures him that the
hearing aid will be shipped and will return to their office on Monday. He will be
leaving on Tuesday for vacation.
The FOA does not follow up on the repair on the previous Friday to ensure
delivery 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 their
shipments arrive. Before the FOA can contact the customer he is already on
his way for his pick-up appointment. The FOA calls the manufacturer for
delivery status and the hearing aid is not expected until Tuesday (the day the
customer leaves for vacation).
Upon hearing the news that the hearing aid is not in the office, Mr. Daly is
upset and demands to know why the hearing aid has not arrived when the
office 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. ____________________________________________________________
____________________________________________________________
____________________________________________________________
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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Module 2 – Providing Outstanding Customer Service
Review of Module 2
Notes
You should now be able to do the following:
•
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 Net
Promoter 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 as
a 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
___________________________________________________________________________________________________
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Module 2 – Providing Outstanding Customer Service
Check Your Understanding
Review the following questions and choose the best answer(s). The correct answers
are on the following page.
1.
The top four behaviors that would enable you to provide great customer service
are:
a. Responsiveness
b. Commitment
c. Judgmental
d. Reliability
e. Reassurance
2.
What three expectations do your customers have of you?
a. Help in solving their problems
b. Someone with a sense of fashion
c. Someone they can trust
d. Quality products and services
3.
The “Customer Satisfaction Survey” card categorizes their responses into three
categories, circle the three correct categories:
a. Passives
b. Detractors
c. Prospects
d. Promoters
4.
Choose the top three communication techniques in communicating with the
hearing impaired.
a. Face–to-face communication
b. Avoid background noise
c. Speak from another room
d. Speak clearly
5.
Choose the first three steps in resolving a customer complaint.
a. Change process in office to prevent future mistakes
b. Thank them
c. Apologize
d. Show appreciation
___________________________________________________________________________________________________
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Module 2 – Providing Outstanding Customer Service
Check Your Understanding Answers
1.
2.
3.
4.
5.
a,
a,
a,
a,
b,
b, d, e
c, d
b, d
b, d
c, d
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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FOA Training
Module 3 – Converting Calls to Appointments
Module 3
Converting Calls to
Appointments
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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FOA Training
Module 3 – Converting Calls to Appointments
Objectives
Notes
Overview
Module 3 covers excellent phone etiquette and provides a complete overview of the
five-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-step
process. (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.
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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FOA Training
Module 3 – Converting Calls to Appointments
The Five Steps in Converting Calls into
Appointments
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. As
you become more skilled and confident in using these steps, you will become more
successful 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 Confirm
Decision
•
•
•
Reinforce the decision by thanking the customer
Confirm appointment time
Explain what to expect
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
Step One – The Greeting
Notes
The greeting is a very important part of the five-step process because this is where
you are making that first impression. First impressions are everything in a
customer service-oriented business. This is also where
you play a vital role in building rapport and encouraging
person-to-person relationship. So whether in person or
over the telephone, you create the atmosphere for the
customer/potential customer, starting with the greeting.
Refer to the script in the appendix at the end of the
module.
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 name
of the office, and your name, and ask how you can be of assistance. Show
enthusiasm 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 and
phone number. Use the caller’s name throughout the conversation. Refer to the
customer as Mr. /Mrs. /Ms. unless he/she gives you permission to use his/her first
name.
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 you
do it. If you are going to place them on hold longer than 30 seconds, ask the caller
if you can return their call. Ensure that you have the caller’s name and number and
let him/her know you will call back within a specific time frame, and then make
sure 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 lower
priority than calls from your customers.
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
Check your answering machine/voice mail frequently to ensure it is working
properly. Listen to all messages and erase old messages to ensure that the
customer who calls after hours can leave a message. The greeting you use on your
recorded 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 as
soon 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 the
same day.
Voice Quality
Voice quality is comprised of several components: tone, inflection, pitch, rate and
volume. 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. Make
sure that your tone is positive and upbeat. This avoids sounding monotone on the
telephone. Use emotion while speaking and you will be surprised how people will
be 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 normal
volume. At times volume may need to be slightly louder - being careful not to yell
into the phone.
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
Guidelines for Face-to-Face Conversation
Notes
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 the
customer by nodding your head, making eye contact, smiling or raising your hand
and giving a quick wave.
Have you ever experienced walking into a business/office and no one looks up or
acknowledges you? Do you remember the feeling that it gave you? This is not a
pleasant feeling for anyone to encounter and can build frustration levels for our
customers/potential customers.
In the previous module, “SOLERS” was introduced. Again, when having a face-toface conversation, focus on the following guidelines when speaking with a
customer. As we discussed in Module 2, many of the behaviors in SOLERS work
even when you are on the phone.
SOLERS IN ACTION
•
•
•
•
•
•
S–
O–
L –
E–
R–
S–
Squarely face the customer
Open posture (do not cross arms)
Lean forward slightly
Eye contact (look the person in the eye)
Relax
Smile!
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
Small Talk is a Big Thing
Notes
Small talk can be very beneficial for those customers who are visiting your office for
the first time or for returning customers. The purpose of small talk is to put the
customer at ease and make them feel welcome in your store. Keep in mind
customers 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 talk
so 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 “I
noticed 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 you
about themselves. Small talk is important in building a relationship with the
customer. This also will play a big part in customer loyalty.
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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Module 3 – Converting Calls to Appointments
Professional Responses for General Telephone
Inquiries
Notes
There are times when customers or others may call your store. They may be
asking for your Consultant or someone else in your store. Words are very powerful
and 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
"He has stepped out of the office. May I help you or would
room."
you like to leave a message?”
"He hasn't come in
"I expect him shortly. May I help you or would you like to
yet."
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 "He is unavailable at the moment. May I help you or
disturbed."
would you like to leave a message?”
"She is busy."
"She is unavailable at the moment. May I help you?”
___________________________________________________________________________________________________
©2009, Miracle-Ear, Inc.
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Module 3 – Converting Calls to Appointments
Step Two – Assessing Wants & Needs
Notes
Step two in the process is assessing your customer’s wants and needs by asking
open-ended questions to determine what type of service or product you can
recommend.
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 or
aid in selling an ALD or other ancillary product that can improve the customer’s
quality of life.
There are two goals of the needs assessment process:
1.
2.
To develop the customer’s trust.
To determine the customer’s wants and needs.
It is by determining your customer’s wants and needs that you will have the
opportunity to develop the customer’s trust in you. Your customers commit to
making an appointment or purchase for two reasons: they trust you and they see
value in the service or products you recommend.
Trust is established during the needs assessment process. Asking probing
questions and listening to your customer’s answers are as important as asking
the questions. Customers will begin to trust you when you show that you are
listening and care about what they are saying.
You will need to establish an appropriate questioning path. Your listening skills
will determine what questions to ask and when to ask them. Here are some
examples 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 find
that sometimes they will give you some of the information you seek without
having to ask anything.
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
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 you
currently wear hearing aids?”
Caller: “No, but my family thinks I need them and I realize that I am having
difficulty hearing...”
FOA: “Are you noticing a problem in certain situations where you feel you have a
hearing loss?”
Caller: “I am having problems hearing my grandchildren and I have a hard time
hearing 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. Who
will be coming with you?”
Caller: My husband will be able to come with me.
Notes
Test your Knowledge
Now, 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 some
time 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 wants
and needs. Discuss other options with your Consultant or manager.
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
Step Three – Advising the Customer
Notes
The purpose of this step is to introduce specific features and benefits of your
services or products that match the customer’s unique needs and to capture the
customer’s interest. It is important that you match the benefit of the service or
product to a specific need of the customer. (Remember, you discovered your
customer’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 can
provide it in this step.
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 trust
and value. When you make a recommendation, either to book an appointment or
to 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 been
established, 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 come
with 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 is
important that a service or feature is presented in a way that responds to a
customer’s wants and needs.
For example: Suppose you have a customer who calls and says he is frustrated
because his hearing aid stopped working. You point out that the hearing aid is
under 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 inconvenience
Mr. 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 different
benefits 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 to
make a purchase or an appointment. You can do this by using encouraging
statements to show your enthusiasm.
___________________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
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 hearing
aids, 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 available
and 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 an
objective, indisputable piece of information about your services or products.
A benefit, on the other hand, describes what the feature will do for the
customer. The benefit contains subjective, descriptive terms.
This is called “benefits-based or solution-based selling” and it involves
telling 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 your
customer is looking for or the end benefit (i.e. an office that has easily
accessible 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 contamination
that can cause problems (benefit) such as the itching in your ears that you have
described.” (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 always
know if your battery is still good or not.” (end benefit).
Test your Knowledge
Here 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).
___________________________________________________________________________________________________
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Step Four – Gaining Agreement
Notes
After opening the dialogue with the customer, determining wants and needs and
advising based on the needs you discovered; it is time to lead the customer to a
solution. Most customers need a gentle nudge. Gaining agreement is a way of
asking for an appointment or for someone to
purchase a product in a caring and non-pushy
way. It is your responsibility to guide the
customer toward a decision.
It should be a natural progression and allow you
to stay in control of the situation. If your customer has any objections, they will
surface when you ask him/her to set an appointment or purchase batteries or an
ALD.
Methods Used to Gain Agreement
Everybody has his/her own way of gaining agreement. The process that works for
you may not work for everyone. Below are some techniques that work well in
most situations.
Either/Or Method
For customers who just need that little nudge, the Either/Or method enhances
your 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 the
customer 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 a
question 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 do
that?”
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 the
presentation. Only use it when you believe your customer is ready to take the
next step of scheduling an appointment.
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Module 3 – Converting Calls to Appointments
Handling Objections
Notes
An objection is an anticipated question or concern from a customer that needs to
be answered, clarified or overcome by the FOA. The tone of a customer objecting
to your suggestions may sound negative, when, in fact, an objection is simply a
request for more information.
An important thing to be aware of is that customers often do not state their true
objections. Customers buy because of trust and value, and customers often
decide not to buy because they lack trust in you or the company and/or they fail
to see the value of the product.
Customers will often not tell you their real objection because they don’t want to
hurt your feelings since you have spent time talking to them. So they will give
you a “stall” such as “I’ll think about it.”
Many times FOAs spend time trying to overcome objections that are not the real
objections. The first step in handling an objection is discovering the real
objection.
There are four steps to handling objections:
Listen: Because we anticipate most objections, we tend to leap on an objection
before the customer has a chance to finish his/her sentence. Not only will the
customer find this irritating, he/she will also feel pushed. And if we anticipated
the 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 knows
you’ve heard it. Show empathy when you acknowledge the objection.
Ask: To discover if the objection offered is the real objection, simply ask the
customer 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 hidden
objection. 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 before
was a “stall.” Once you find out the real objection, you will have a much better
chance of handling it. If your customer repeats their previous objection, you can
assume this is a true objection. Then do not push the issue any further.
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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 combination
to overcome a customer’s concerns. They are:
1.
2.
3.
4.
Notes
Testimonials
Statistics
Benefit/Feature reinforcement
Risk Free Offers
Here are some examples:
1.
Testimonials: Without providing names or specific information, relate a
similar customer experience to what the customer is saying.
“I understand that you have some issues with hearing at church, and we recently
had another customer with the same issues. He is so pleased with his new
hearing aids and now enjoys attending church every week.”
2.
Statistics: You can gather great and informative statistics from the Internet
on hearing loss.
“Unfortunately one in ten Americans experiences some degree of hearing loss.
Hearing loss is the third leading chronic health condition among Americans, after
arthritis 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, humid
summer months. It will remove moisture than can be damaging to your hearing
aids 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 share
with 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.
___________________________________________________________________________________________________
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Step Five – Thanking & Confirming the
Decision
Notes
The final step in converting a call is to thank and confirm the
customer/potential customer’s decision. No matter
what product or services you sell, people want to know
they are appreciated and that they made the right
decision with the right company. One way to convince
your customers/potential customers they made the
right decision is to:
•
•
Thank them for choosing you.
Confirm that they made the right decision.
Thank the Customer
Taking the time to thank the customer has an important impact on the future
success of your business. A successful FOA thanks the customer whether they
make an appointment/purchase or not. This is just good customer service. Who
knows? 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 an
ancillary product, your sincerity in thanking him/her also confirms that he/she
made the right decision. This helps reduce the chance of him/her “secondguessing” his/her decision.
Making a decision to improve one’s lifestyle through better hearing can be an
exciting time for your customer. For some, the decision to purchase or to make an
appointment is the result of endless comparisons, consulting with peers, friends
and family, and much research. Your enthusiasm and energy toward his/her
decision will help get your customer motivated about using all of your services!
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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?”
Notes
Before you end the call, make sure you:
1.
2.
Verify that the customer knows how to get to the office. Send him/her a map
with directions if necessary.
Let customers know that you will call the day before to confirm the
appointment.
Below is an example of how to handle customers when you cannot book an
appointment:
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 in
regards to the latest technology or specials we may offer?”
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Setting Appointments
Notes
Once you convert a telephone or walk-in customer into an appointment, there are
eleven standard appointment types that you can choose from. Below is a list and
description of the eleven types, along with approximate appointment lengths/time
frames. Please keep in mind that these are suggested time frames; time will vary
based on various factors. See your Franchise Owner for further direction.
Appointment Type
1.
2.
Adjustment Period
Follow-up
Aftercare-Clean &
Check
3.
Aftercare-Rehab
4.
Annual Test
5.
HA Repair/TWA
6.
HAE/Consultation
7.
Hearing Evaluation
8.
Impressions
9.
New Delivery
10. Re Delivery
11. Screening
Description
All check-ups within 90 days of
delivery.
Follow-up appointments for
cleaning, Real Ear Measurement
(REM), programming tweaks,
generally scheduled at 3-, 4-, or 6month intervals.
Follow-up appointments for the
purpose of using LACE or a like
resource to assist customer with
most effective adjustment to using
a hearing aid(s).
Yearly hearing evaluation to check
for changes in hearing loss, need
for additional/different technology
(possible sales opportunity).
Appointment made to review or
investigate difficulty customer is
having with hearing aid(s).
Hearing evaluation for the purpose
of selling or fitting a hearing aid(s).
DHT (Diagnostic Hearing Test),
audiologic exam, any
test/evaluation performed not
directly related to selling or fitting
of a hearing aid(s).
A follow-up appointment (after the
HAE is completed) for the sole
purpose of taking an impression for
hearing aid(s) or ear mold(s).
The initial delivery of a hearing
aid(s).
Delivery of remade, repaired or L&D
aids.
Video otoscope, insurance
screening, open house screening,
familiar voice test.
Approximate
Length of
Appointment
30 minutes
30 minutes
30 minutes
60 minutes
30 minutes
90 minutes
60 minutes
30 minutes
60 minutes
30 minutes
60 minutes
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Customer Service Self-Evaluation Report
Notes
Based on the five steps of converting a call, please use this checklist below and
provide a self-assessment on how you are utilizing the five steps. This is a great
tool to use on a regular basis – just to ensure you are covering each step
thoroughly.
The Greeting
1.
2.
3.
4.
5.
6.
7.
8.
Was the call picked up before the third ring?
Was an appropriate greeting used?
State your name?
Ask how you could be of assistance?
Sound enthusiastic (if no, explain)
Use the customer’s name during the call?
Ask permission before placing the call on hold? (if
applicable)
How long did the customer hold approximately?
_____seconds/min
yes/no
yes/no
yes/no
yes/no
yes/no
yes/no
yes/no
Assessing Wants & Needs
9.
Determine reason for the call by asking open-ended
questions?
10. Needs were understood and empathy was shown?
yes/no
yes/no
Advising
11. Emphasize the benefit of an appointment or service?
12. Was a third party/companion recommended to attend
the appointment?
yes/no
yes/no
Gaining Agreement
13. Was an appointment recommended?
14. Choice of appointments was offered?
15. If objections were presented, was the FOA able to
overcome them?
yes/no
yes/no
yes/no
Thanking/Confirming
16. Did the FOA thank the customer for the appointment?
17. Did he/she reconfirm appointment time?
18. Offer to give directions to the store?
yes/no
yes/no
yes/no
Other Comments: _________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
___________________________________________________________________________________________________
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Review of Module 3
You should now be able to do the following:
•
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
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Check Your Understanding
Review the following questions and choose the best answer(s). The correct answers are
on the following page.
1.
Select all that apply. By answering the phone by the third ring you are
a. Making the customer feel important
b. Showing that we need their business
c. Showing that you care
d. Showing respect
2.
Voice quality is comprised of five components. Choose all five.
a. Tone
b. Inflection
c. Pitch
d. Rate
e. Loudness
f. 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, you
a. Give them a sense of urgency
b. Provide solutions
c. Share your knowledge
d. Make them question their decisions
6.
Select all that apply. By having a third party come to the appointment, this
a. Helps to have a familiar voice
b. Can be used as a distraction
c. Helps the customer feel secure
d. Helps when purchasing. The third party is a great resource to the customer.
7.
Choose three of the eleven appointment types?
a. Screening
b. New delivery
c. Direct Mail
d. Annual Test
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Check Your Understanding Answers
1.
2.
3.
4.
5.
6.
7.
a,
a,
d
a,
a,
a,
a,
c, d
b, c, d, f
b, c
b, c
c, d
b, d
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Appendix
Script ...................................................................................... page
FAQs ....................................................................................... page
Successful Appointment Setting: Start to Finish ............................. page
The Five Phone Guidelines .......................................................... page
Basic Communication Skills......................................................... page
The Empathy Formula ................................................................ page
Six Training Tips for Managers and Owners ................................... page
Four-Step Manager Coaching Model ............................................. page
Customer Interaction Checklist for Managers ................................. page
56
57
58
59
60
60
61
62
63
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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 range
from 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. To
schedule your free hearing test, I need some information. Are you calling for yourself or a loved one?
 Self
 Spouse
 Loved One
4. Are you (they) currently wearing hearing aids?  Yes
(This question is optional)
 Friend
 No
5. An important part of the hearing evaluation involves the use of a familiar voice, which gives us the most
accurate results. Preferably it should be a spouse or family member. Who will you be bringing with you?
__________________________
Common Question: Why do I need to bring someone with me? In order to give you the most
accurate results, part of the test requires someone with a familiar voice. Who will be coming
with you?
6. I have openings for a free hearing test on (insert date and morning time) or (insert date and afternoon
time). 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
 Internet
 Newspaper
 Mailer
 Senior Center
 Business Card
 Friend: ____________________________
 Referral: ____________________________
 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 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?
___________________________________________________________________________________________________
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Frequently Asked Questions
Many customers often have the same questions and concerns when it comes to their hearing health. As a
Front Office Associate, you may be asked to respond to inquiries that are not addressed on the original
telephone script. Below are some questions that you might encounter on a regular basis and suggestions
on how to address them effectively.
Please see the reverse side of this form for the Front Office Telephone Script. Answer each of the
customer’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 dollars
and 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 your
hearing loss.
4. What is the cost of a hearing examination? At Miracle-Ear, our hearing tests are free with no
obligation.
5. Do you repair hearing aids? Yes, we can repair hearing aids here. What kind of difficulties are you
having 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 consultant
will 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 consultant
will 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-Ear
runs 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 the
test 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 wear
and the tear.
11. I’ve been to Starkey. Why should I come to Miracle-Ear? We have been in business for 60 years and
we are the #1 choice in hearing aids. We have a highly trained Hearing Instrument Specialist and we
have innovative products.
12. I’ve heard hearing aids don’t work? Hearing aids work as long as you are fitted with the correct make
and model designed specifically for your hearing loss.
___________________________________________________________________________________________________
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Successful Appointment Setting: Start to Finish
1. Answer the phone on or before the third
ring. Acknowledge the customer within 30
seconds of them entering the location.
The Greeting
Smile, voice quality and having a standardized
greeting are most important.
2. Discover the wants and needs of the
customer by asking critical, open-ended
questions designed to discover the patient
needs.
Assessing the Customer’s Wants and Needs
Ask open-ended questions and collect the
customer’s history. Use the script as a guide.
3. Describe the benefits of an appointment
and/or services to every customer. Stress the
importance of having a companion
accompany the customer to the
appointment.
Advising
Emphasize the benefits of an appointment at
your location. Offer experience of hearing
instrument specialist (# of years HIS has been
dispensing, etc). Advise customer to come in for
appointment and talk with Hearing Instrument
Specialist about hearing loss and have an
evaluation/test performed.
4. Overcome any objections to ensure an
appointment is made.
Gaining Agreement
Offer to get their questions answered and
provide a variety of appointment times to meet
their needs. Your primary objective is to make
an appointment!
5. Gather information and sincerely thank the
customer.
Thanking
Thank the customer, review the conversation
and appointment time with genuine kindness
and care.
___________________________________________________________________________________________________
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The Five Phone Best Practices
The Value of Consistency
Sometimes a phone rings and even the best Front Office Associate can
accidentally make the smallest mistake and lose the customer’s business.
Using some best practices will help the FOA accomplish their primary job function
of converting calls to appointments. Below is a list of “The Five Phone Best
Practices” and the benefit associated with the each best practice.
Best Practices
Benefit
Use a standard greeting and identify
This creates a positive first impression
yourself when answering the telephone. and let’s the customer know that they
have reached Miracle-Ear.
Always ask customers for their
permission before you place them on
hold. Politely ask for their phone
number (if you don’t already have it) in
case you get disconnected. Put callers
on hold for no more than 30 seconds.
Call back customers when you tell them
you will.
Listen to the customer’s question.
Follow a script.
Customers who are put on hold for
longer than 30 seconds will become
frustrated and call a competitor.
Getting back to customers in less than
30 seconds will keep them as a
customer.
Customers will appreciate the fact that
you did remember to call them back
and will be more likely to schedule an
appointment.
Listening to everything a customer says
and answering his/her questions will
show your willingness to help him/her.
The Front Office Associate’s primary
job function is to convert calls to
appointments. Using a script as a
guide will ensure more appointments
will be made.
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Basic Communication Skills
S = Squarely Face the Customer
O= Open Posture (don’t cross arms or
legs)
L = Lean Forward Slightly
E = Eye Contact
R = Relax (take a deep breath)
S = SMILE!
The Empathy Formula
Step 1:
“You seem…”
Step 2:
“Name the emotion…”
(happy, satisfied, upset, confused, etc.)
Step 3:
“About ______” (describe the problem
or issues causing the emotion)
Step 4:
“Is this correct?” (ask for clarification)
Reference: Legacy Frontiers, Birmingham UK, 2008
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Six Training Tips for Managers and Owners
1. Role-play the script with FOAs each month. Coach them on
improvements.
2. Require the FOAs to memorize the answers to all Frequently Asked
Questions.
3. Coach FOAs on how to answer questions related to the monthly
marketing promotions.
4. Encourage FOAs to record their own voice during a routine phone call
and coach them on how to improve vocal inflection.
5. Track number of calls converted to appointments and companion
attendance rate. Track the calls daily, weekly and monthly.
6. Schedule daily five-minute meetings with FOAs to have open
communication in the store.
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Four-Step Manager Coaching Model
We talk a lot about coaching. Here is a four-step process managers can
use to improve the skill of their staff.
1. Collaborate with employee on goals. Goals need to be time bound and
measurable.
Example: Improve call conversion rate by 25% by the end of this
month.
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
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Customer Interaction Checklist for Managers
Employee name ___________________Date______________
The Greeting
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 name
during 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 30
or less, coach the employee on improvements, using the four-step coaching model.
Other Comments: ___________________________________________________________________________
____________________________________________________________________________________________
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Module 3 – Converting Calls to Appointments
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FOA Training
Module 4 – Driving Sales from the Front Desk
Module 4
Driving Sales from the Front
Desk
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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 review
the 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 will
introduce 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 top
five to ten items that are sold over the counter. Ensure that everyone has a
working knowledge of these items.
Have a team meeting to discuss your role in driving sales.
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Module 4 – Driving Sales from the Front Desk
Driving Sales from the Front Desk
Notes
The FOA’s Role in Driving
Sales
You may be asking yourself, “What does driving
sales really mean? I don’t sell hearing aids!”
True, FOAs aren’t responsible for hearing aid
sales but they do have a role in generating
revenue. Driving sales encompasses many
different 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 your
office is considered “driving sales”.
It’s important to remember that your Consultant is not the only person in the store
responsible 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 – the
list of customer interactions that FOAs encounter are endless.
Recent Company marketing research identifies four different types of customers that
visit our stores. The more you know about each of the four types of customers, the
more likely you are to meet their needs and help them. Ultimately, this translates
into a satisfied customer and a successful store. The chart on the next page is a
summary of the four customer types. The last row gives you a breakdown of what
your role is.
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Module 4 – Driving Sales from the Front Desk
Customer Type
Description
Average Visit
Length (appt
times will vary)
Needs
Initial Phone call
or Walk-in
New Customer Looking for help or
information
5 to 15 minutes
Deep Dive
Second Round
New Customer Ready to purchase
hearing aids for
the first time
(arriving for
scheduled appt)
2 hours
Education
Confidence
Guidance
Clarity
Reassurance
Simplicity
Reassurance
Openness
Empathy
Respect for
Privacy
 Time to Make
Decision
Individualized &
expert care
Schedule an
appointment for
test






Materials to Share
with Customer
Various brochures
on hearing
loss/hearing aids.
Various brochures
on what to expect
from hearing aids
and their benefits.
FOA Role
1.
1.
Products/Services
To Discuss
Goal




2.
3.
4.
5.
Greet
customer
Assess wants
and needs
Advise
Gain
Agreement
Thank
Current customer
arriving for check
up or ready to
upgrade current
hearing aids
In need of a
repair,
adjustment or
miscellaneous
product
30 min - 1 hour
5 to 15 minutes




Improvement
Excitement
Relevance
Focused
Attention
Hearing aids
New technology
Offer reassurance
in their purchasing
decision
Inspire confidence
that new
technology will be
an improvement
Various brochures
on latest
technology.
2.
3.
4.
Greet
customer
Have in-take
forms ready
Process
paperwork
Make small
talk (if
appropriate)
Quick Trip
1.
2.
Greet customer
Offer support
and
reassurance
(when needed)



Directness
Precision
Efficiency
Accessories &
repair service
Fix the problem
quickly and
efficiently
Various brochures
on assistive
listening devices
or how to
maintain the life
of a hearing aid
(if applicable).
1. Greet
customer
2. Assess wants
and needs
3. Advise
4. Gain
Agreement
5. Thank
“My husband has always
had his needs met at
our Miracle-Ear store.
They always listen and
offer solutions to help
him in every area of his
hearing healthcare.”
Actual comment on a customer
satisfaction survey card.
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Module 4 – Driving Sales from the Front Desk
Review of the Five Steps
Notes
In Module 3 – Converting Calls to Appointments, we discussed a
five-step process in converting a call into an actual appointment.
You will utilize many of these same steps for driving sales into
your 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
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 a
product/service.
Step Four – Gain Agreement
•
Overcome objections
Step Five – Thank the Customer and Confirm
Decision
•
•
Reinforce the decision by thanking
Confirm appointment time (if applicable)
It starts with a greeting whether in person or over the telephone. Step two is
finding out how you can help them by asking open-ended questions. Advising the
customer is step three and allows you to demonstrate your knowledge of the
hearing 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 are
calling to make an appointment, need help with an over the counter sale or are
responding to your flyer from the latest health fair – you need to keep these steps in
mind when you are driving sales into your doors.
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Module 4 – Driving Sales from the Front Desk
Identifying Customers - Test your Knowledge
Notes
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 amplified
telephone for his mother. She’s having a hard time hearing over the telephone and he
would like to discuss products that would assist her with her communication
difficulties.
Answer: ___________________
Scenario Two Ms. McGinn has just arrived for her 2:00pm hearing check appointment. The FOA
gives 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 recently
saw 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 purchase
a package of batteries for their spouse’s hearing aid.
Answer: ___________________
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Module 4 – Driving Sales from the Front Desk
Notes
Over the Counter Sales
In addition to supporting sales there are times when you will be called upon to
consult with customers on over the counter products and services.
It’s important that you are familiar with “counter sales.” Counter sales include
any product or device, other than a hearing aid, that customers can purchase from
your store. In many cases these are items such as hearing aid batteries, cleaning
accessories or assistive listening devices. All of these products are used to help
the customer get the most out of their investment of hearing aids. Services are
also a part of over the counter sales. A working knowledge of common over the
counter products and services you offer is critical. Your job is to discover what the
needs of each customer are when they arrive at your office.
Keep in mind that this is another opportunity for your store to reconnect with the
customer while ensuring excellent aftercare as well as quality products and
services.
Hearing Aid Batteries
Hearing aid batteries are the most common over the counter product that you will
be selling every day. All hearing aids require batteries in order to operate. Below
are some guidelines concerning battery size, color, storing information and the life
expectancy for hearing aid batteries.
Battery Sizes and Universal Color Code
The most common battery sizes are 10, 13, 312, 675 and 5A. Battery dimensions
are standardized across all brands. Look for the standardized color on the
packaging to find your battery size.
Color Code
•
•
•
•
•
#10 –
#13 –
#312 –
#675 –
#5
–
Yellow Tab
Orange Tab
Brown Tab
Blue Tab
Red Tab
Battery Tabs
Hearing aid batteries use outside air as a source of power. The tab seals the air
holes on the battery, ensuring freshness when purchased. After you remove the
tab, the battery takes about a minute to charge fully and be ready for use. Do not
remove the tab until you are ready to use the battery; replacing the tab will
not extend the battery life.
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Module 4 – Driving Sales from the Front Desk
Notes
Storing Batteries
Keep batteries at room temperature. Heat can shorten their life and a damp
location like the refrigerator is not recommended. Also, never carry loose batteries
in your pocket or purse—contact with metal items like keys or coins can shortcircuit the battery. Keep them in the card that they come in or a battery caddy.
Battery Life Expectancy
Battery life is determined by length of use during the day, amplification and type
of hearing aid. The average battery life is approximately 7-10 days. Ask your
Consultant 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 times
after being recharged in the charger. Check with your Franchisee Owner for
details.
Common Assistive Listening Devices (ALDs)
Below are some common assistive listening devices that locations may offer. After
all, we need to be the supplier of all hearing health care items. Check with your
Franchise Owner or Consultant for a complete list.
The key to talking to a customer about a product is to make sure you know which
product they would be the most interested in purchasing. Using open-ended
questions to discover the needs of the customer is essential so you can narrow
down the right product(s) for your customer.
Item
Customer Benefits
Amplified
Telephones
Increases the loudness of the voice of the
caller so individuals with hearing loss have an
easier time listening to their loved ones on
the phone.
TV Ears
Plugs easily into a TV and wirelessly transmits
the signal to a pair of headphones allowing
the customer to understand what is said on
their favorite TV program.
Personal
Sound
Amplifier
An easy to use amplified system which is a
great solution for individuals with hearing loss
who are not ready for hearing aids or
professionals working with individuals with
hearing loss.
How to Talk About it With
Customers
“Mr. Smith, an amplified telephone will
improve your hearing on the phone.
These phones are designed specifically
for people with hearing loss.”
“You mentioned that you are having
trouble understanding your favorite TV
programs. These TV Ears will really
help. They plug right into your TV and
wirelessly send the signal to these
headphones.
“Mr. Smith, this personal sound
amplifier would be a good product for
you to use to talk to your mother while
her hearing aids are in for repair.”
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Module 4 – Driving Sales from the Front Desk
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 each
location will vary. Ask your Franchise Owner or Consultant for a complete list.
Item
Dri Aid Kits for
Hearing Aids
Customer Benefits
Come in a variety of styles/sizes. Keeps aid(s)
moisture-free. Use daily/nightly. Ensure the
battery door is open on hearing aid. If dry-aid
kit has a pillow, those have to be reactivated
as needed.
How to Talk About it With Customers
“Mr. Kairis, in this hot and humid Florida
weather, I would recommend our dri-aid kit.
It’s very easy to use and will help with the
reoccurring moisture problem that you have
been experiencing.”
Earmold
Products
Earmold Cleaner: This item will assist in the
thorough cleaning of earmolds, and also acts
as a disinfectant. This is not to be sprayed
onto hearing aids. Earmolds can be washed
in warm soapy water, and dried thoroughly.
“Mrs. Larson, we have a great product that
you can use on your earmold to keep it clean
from debris and build-up. This also acts as a
disinfectant.”
Earmold Blower: This soft rubber bulb
syringe will assist in blowing debris and
moisture out of earmold tubing. Very
important tool for Behind-the-Ear (BTE)
hearing aids.
AudioWipes
A moist wipe that aids in the cleaning and
disinfecting of earmolds and hearing aids. Can
be used daily to wipe off debris on the
earmold or hearing aid.
Products for
the Ear
Eargene: Soothing ear lotion. Can be applied
inside the ear for relief of discomfort.
Miracell: A soothing ear lotion that relieves
itchy ears and also acts as a lubricant.
Oto-Ease: Lubricant that can help with the
insertion of tight earmolds or hearing aids.
“Mr. Towson, since you wear behind the ear
hearing aids, I would suggest purchasing an
earmold blower. This is such a great tool to
use to blow the debris and moisture out of
your earmold tube.
“Mr. Daly, the audiowipes that we have are
very useful in wiping off and cleaning your
hearing aid. They are safe to use and will not
harm your hearing aids.”
“Mrs. Winters, these lotions will help you stop
suffering from itchy ears. It’s very easy to
apply and these are portable, so that you can
keep them with you at all times.”
“Mr. Jones I know you have a hard time
inserting your earmold, but we have a
fantastic product that we recommend to ease
some of your frustration when inserting your
earmold.”
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Module 4 – Driving Sales from the Front Desk
Know Your Services
Notes
Over the counter sales will also include various services that your store offers. It’s
another very important part of driving sales into your location. Knowing when and
what to offer customers when it comes to services is another role that FOAs will take
part 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.
•
•
•
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Module 4 – Driving Sales from the Front Desk
Review of Module 4
Notes
You should now be able to do the following:
•
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 into
Appointments 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)
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Module 4 – Driving Sales from the Front Desk
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Module 4 – Driving Sales from the Front Desk
Check Your Understanding
Review the following questions and choose the best answer(s). The correct
answers 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. Consultant
b. FOA
c. Marketing Department
d. Contracting Department
2.
Select all that apply. Driving sales encompasses many opportunities that the
FOA will play a part in and these are:
a. Converting a call into an appointment
b. Mailing a customer an invoice
c. Grassroot marketing
d. Selling an assistive listening device
3.
Select all that apply. Assessing the wants and needs of a customer allows you
to:
a. Greet the customer with kindness
b. Direct the customer towards a solution
c. Build trust
d. Display your knowledge
4.
Select the four customer types discussed in Module 4.
a. Deep Dive
b. Second Round
c. Existing Customer
d. Initial Telephone Call
e. Quick Trip
5.
Select three needs of an “initial” call or walk-in?
a. Reassurance
b. Precision
c. Empathy
d. Openness
6.
Select all of the products below that are considered an over the counter
product.
a. Audiowipes
b. Earmold cleaner
c. Amplified telephone
d. Booking an appointment
7.
Select three of the universal color codes on hearing aid batteries:
a. Yellow
b. Blue
c. Aqua
d. Orange
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Module 4 – Driving Sales from the Front Desk
Check Your Understanding Answers
1.
2.
3.
4.
5.
6.
7.
a,
a,
b,
a,
a,
a,
a,
b, c
c, d
c, d
b, d, e
c, d
b, c
b, d
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FOA Training
Module 5 – Working the Files
Module 5
Working the Files
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FOA Training
Module 5 – Working the Files
Objectives
Notes
Overview
Module 5 will cover the importance of working your files and maintaining
that very important customer relationship to ensure customer retention and
customer loyalty. This module will focus on all customer statuses and will
provide some direction to reach out to your customers. And finally we will
share two resources that are available to the FOAs to help follow up with
those 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 is
met for working the files.
Discuss with your Franchise Owner reports or other tools available to
ensure consistent customer contact.
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Module 5 – Working the Files
Working the Files
Notes
In Module 5 we will be discussing the
importance of contacting existing
customers on a routine basis. “Working
the Files” simply means that you have an
existing customer database to keep in
touch with in order to provide consistent
aftercare. Typically these customers have
been seen by your Consultant. They
either have a chart in your store or are in
your database.
Working the Files = Customer Retention &
Loyalty
Working the files is one of the most important things you can do in your
office to ensure customer retention and customer loyalty. Approximately
50% or more business generated within each location is from existing or
“repeat” customers. It’s simply keeping in touch with all your customers to
ensure that once you have a customer – they will be a loyal customer for a
lifetime! You want customers to think about purchasing batteries,
accessories, ALDs or their next set of hearing aids from you. By working
the files you ensure that you are providing consistent and exceptional care
to everyone; no one gets overlooked.
The Value of Customer Loyalty
Customer loyalty is hard to come by these days. Consumers have
unlimited options for every type of service or product available. It takes
hard 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 to
keep the customer satisfied and coming back for repeat business.

If a customer is captured at age 65, how many sets of hearing aids
will be purchased over their lifetime?
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Module 5 – Working the Files
•
Referrals: Word of mouth or referrals from your customers is a great way to
promote your business. Referrals come your way when your store provides
excellent service and products and in turn these customers become
“Promoters”!

•
Notes
How many customers come to your office as a result of the extraordinary
services you provide to them or their friends/family?
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 and
promoting your business!
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Module 5 – Working the Files
What is the Customer’s Status?
Notes
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. After
each customer status/type there are some actions to take as you are reviewing
their 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 a
doctor. It is recommended that once the customer makes their
appointment with the doctor, that the appointment to come back to your
store is confirmed. These can result in lost opportunities if you do not
show 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 for
a reason. Be diligent with your follow-up.
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Module 5 – Working the Files
What is the Goal?
Notes
FOAs should be “working the files” for approximately 30 minutes per day (times
may vary). The purpose again is to verify that your customers are in an active
status, all appropriate communications are taking place and to maintain an
ongoing relationship with them. A critical role the FOA plays in the “health” of the
store 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.
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 in
touch with your customers. There are a variety of reports as well as templates
available 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 type
of action or follow-up you would perform?
•
You pulled Mr. Jones chart. He was in nine months ago for a clean and check
appointment. His aids are fairly new. His last scheduled clean and check
appointment 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 hearing
aids are three years old. At his last appointment, he was inquiring about new
technology. He was not ready to purchase at the time.
What type of follow-up would you do for Mr. Tomkins?
___________________________________________________________
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Module 5 – Working the Files
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 with
your customers.

Sycle.net

Miracle-Ear® Marketing Toolbox
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Module 5 – Working the Files
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Module 5 – Working the Files
Check Your Understanding
Review the following questions and choose the best answer(s). The correct
answers are on the following page.
1.
Select all that apply. Working the files mean:
2.
Select all that apply. By working our files and staying in touch with
customers, you ensure:
a.
b.
c.
d.
a.
b.
c.
d.
Reviewing customer charts
Keeping in touch with current customers
Follow-up calls or mailing a letter
Putting charts in order
Customer retention
A busy office
Customer loyalty
Good reviews by peers
3.
Describe the three values in customer loyalty:
4.
Circle all customer statuses we focus on in working the files:
5.
a.
b.
c.
d.
a.
b.
c.
d.
e.
f.
g.
Repeat business
Reoccurring
Related products and services
Referrals
Inactive
Active
BTE hearing aid wearers
Warranty expirations
Cancelled/no show
New Customer
TLNS (Tested Loss No Sale)
Select two resources available to an FOA for follow-up with customers:
a.
b.
c.
d.
Memsi
Sycle.net
Conductive
ME Marketing toolbox
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Module 5 – Working the Files
Check Your Understanding Answers
1.
2.
3.
4.
5.
a,
a,
a,
a,
b,
b, c
c
c, d
b, d, e, g
d
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FOA Training
Module 6 – Hearing Loss and Hearing Aids
Module 6
Hearing Loss and Hearing Aids
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Module 6 – Hearing Loss and Hearing Aids
Objectives
Notes
Overview
Module 6 covers basic information on the causes and signs of hearing loss and the
styles 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).
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Module 6 – Hearing Loss and Hearing Aids
Understanding Who Your Customer Is
Notes
Module 6 has some very important components of the hearing profession that you
will 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 be
dealing with every day. In order to effectively help the customers you need to
have a knowledge base of hearing loss and how it impacts our customers.
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Module 6 – Hearing Loss and Hearing Aids
Types of Hearing Loss
Notes
There are three types of hearing loss…sensorineural, conductive and mixed.
Sensorineural Hearing Loss
This is the most common type of hearing loss in adults and can result from
abnormalities 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 hearing
loss often referred to as "nerve loss" or nerve deafness. While there are many
causes of sensorineural hearing loss, it is most commonly caused by repetitive
exposure 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. It
does depend on each customer and the severity of the problem.
Conductive Hearing Loss
Conductive hearing loss occurs due to loss of sound sensitivity resulting from
abnormalities of the middle and/or outer ear. The auditory nerve still functions
normally; the sound is just unable to reach the inner ear. This type of loss is
common in children with ear infections. Once the infection is cleared up, the
hearing recovers and reevaluation is recommended. This type of loss is usually
treated with medication or simple surgery.
Mixed Hearing Loss
This type of loss is a combination of a conductive and sensorineural hearing loss.
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Module 6 – Hearing Loss and Hearing Aids
Hearing Loss and Its Affect on Lifestyle
Notes
Over 31.5 million Americans suffer from hearing loss. That’s one out of every ten
people 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 changes
in hearing usually happen gradually. At first, it may seem as if everyone is
mumbling. Words start to sound alike. Conversation in restaurants becomes
difficult. Concerts, theater and movies are not as fulfilling. Social situations
become 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 family
members often become aware of a hearing loss even before the person whom it
directly affects.
Left untreated, hearing loss can lead to social isolation, anxiety and depression.
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Module 6 – Hearing Loss and Hearing Aids
What Causes Hearing Loss?
Notes
Most people think that hearing loss is a sign of advancing age. While time has an
impact on all of the body’s systems, because of the increase in work-related and
recreational noise, hearing loss is occurring at younger and younger ages. There
are various causes of hearing loss and likewise the impact on hearing will differ
from 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
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Module 6 – Hearing Loss and Hearing Aids
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), they
would benefit from a hearing evaluation.
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Module 6 – Hearing Loss and Hearing Aids
Hearing Aids
Notes
Hearing instruments essentially fill the gap created by a hearing
loss. This is done by receiving and amplifying sound. Hearing
aids cannot restore a person’s normal hearing ability.
Styles of Hearing Aids
Hearing instruments come in many sizes and styles. Prices on hearing aids vary
dependent on the style and technology (digital/programmable).
BTE
Behind-The-Ear (BTE) hearing instruments are
extremely flexible for all types of hearing loss. The
hearing device is housed within a curved shell that sits
behind each ear and delivers sound through a clear
tube. The clear tube fits into a mold that has been
customized to comfortably fit inside each ear. Some
BTE’s are also referred to as Open-Fit or Receiver-In-The-Canal.
ITE
In-The-Ear (ITE) hearing instruments are very easy to operate
even if the user has poor dexterity. The hearing device is housed
within a custom-made shell that fits comfortably inside each ear
and delivers sound directly to the ear.
ITC
In-The-Canal (ITC) hearing instruments can barely be seen and
are very easy to operate, even if the user has poor dexterity. The
hearing device is housed within a custom-made shell that fits
comfortably inside each ear canal and delivers sound directly to
the ear.
CIC
Completely-In-The-Canal (CIC) hearing instruments are virtually
invisible to others. The hearing device is housed in a tiny shell
that fits comfortably and completely into each ear canal. The
device is removed from the ear canal by pulling a tiny cord.
Where these miniature instruments are both powerful and
cosmetically appealing, some features, such as manual volume
control, are not available because the devices are so small.
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Module 6 – Hearing Loss and Hearing Aids
Review of Module 6
Notes
You should now be able to do the following:
•
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
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Module 6 – Hearing Loss and Hearing Aids
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Module 6 – Hearing Loss and Hearing Aids
Check Your Understanding
Review the following questions and choose the best answer(s). The correct
answers are on the following page.
1.
Choose the three types of hearing loss:
a. Sensorineural
b. Mixed
c. Surrounded
d. 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 process
c. Noise pollution
d. Head injury
4.
Select three common signs of hearing loss:
a. Avoids social situations
b. Does not hear the doorbell or phone ring
c. Cannot drive on the highway
d. Miss certain words
5.
Select the four styles of hearing aids:
a. BTE – Behind-the-Ear
b. ITE – In-the-Ear
c. CTC – Canal-to-Canal
d. ITC – In-the-Canal
e. CIC – Completely-in-the-Canal
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Module 6 – Hearing Loss and Hearing Aids
Check Your Understanding Answers
1.
2.
3.
4.
5.
a,
b,
b,
a,
a,
b, d
d
c, d
b, d
b, d, e
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FOA Training