Locating Independents who do it right is your goal, though it won’t be easy. Be prepared to “mix it up” with hard sales operations
“Buyer beware” is all that needs to be said regarding independent dealers though, in fairness, there are those who strive to offer the differentiating values mentioned in “Costco Can’t Do it All.” You will, however, need to commit yourself to aggressively searching for them.
Initially you’ll use the internet or other directories to identify dealers of the Big Six flagship brands (Oticon, Phonak, ReSound, Siemens, Starkey and Widex) in your area. Once you begin to contact independent dealers you will have to be very insistent that you are only considering flagship brands. Because of the much better profit margins, don’t be surprised when they want to sell you other brands – including the Big Six “B” brands; Rexton, Unitron, Bernafon, NuEar, or Microtech.
When you ask about pricing, be prepared for the price dodging tactics discussed in Chapter 11. Our “Nine Step Winning Plan” explains how you defeat price double talk (also see Appendix B, “Price Double Talk”).