Tuesday, November 18, 2014

Promoting Services

Over the years, I have heard so many success stories from dealers who developed profitable programs in cooperation with their preferred vendors. Don’t overlook their potential and assistance, both financial and with personnel, when you contemplate your advertising.
Here is a scenario, which was shared with me by a DME dealer:
This dealer chose the product he planned to promote, and described the program in detail. He picked an automatic sphygmomanometer that retailed for over $100.00. His company placed an advertisement in the local weekly newspaper. The cost for the ad was rather minimal and the preferred vendor shared part of that cost.

The ad invited people to their location on a Saturday. There would be no cost to attend! The store extended business hours from the usual Saturday closing of 2:00 PM to 5:00 PM. The representative from the manufacturer was there to help take everyone's blood pressure. A nurse was present to oversee all the activities.

This was also promoted by a sign in his showroom window about the free “take your blood pressure day.” He sent a product sheet in a mailing to all of his customers, the names taken directly from his computer, inviting them to have their blood pressure checked that Saturday. He informed all of the physicians in the community of what they were doing and was pleased with the compliments they received.

The number of people who attended, and the sales made that day, was very impressive. In a comparatively small town, they sold about two dozen units and they clocked more than 90 people who attended for their “free” blood pressure reading. Each patient was given a card with the date, time, and blood pressure reading. Of course the card also showed the company name, logo, address and telephone number. 
He added that in the two weeks following, they sold another dozen or so units. A success? Yes!

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