Q I have been considering getting into retail. Where do I start?

A Retailing, put simply, is the exchange of products and services for cash. Study your current customer base and your neighboring competition. As you study your customers, identify booming product categories such as self-care and healthy living that your customers might be willing to pay for. Make a list of desirable items and then shop your competition. Often, your home care competitors are interested in big contracts such as beds and oxygen. You can differentiate your company and begin building a retail business by adding the life-enhancement products that your competitors don't offer.

Select a few low- and medium-price-point items to start. As cash comes in, you will have a basis and a revenue source to grow your retail operation.

Q Why should I get into retail when my traditional referral business is fine?

AReimbursement rates by third parties are always fluctuating (usually down), so by going after retail or cash sales, you are reducing your dependence on sources of capital that are beyond your control. Why not benefit from additional related sales of non-covered accessories?

Good retail displays do the selling, freeing your salespeople from the "hard sell." Displays are "soft sells," but they answer questions, solve consumer problems and even become health care consultants.

QHow can I spark up my store displays?

AFeature an area of products and set up an end-of-the-aisle display, window display or free-standing display. Don't be afraid to move products around in your store and create displays with a mix of products.

Themes work. Not only do they sell, they also bring cohesiveness to a seemingly disparate group of products. For instance, a summer vacation theme could include posters of destinations, along with helpful products for the trip such as travel canes, neck pillows, reachers, folding commodes, sleep masks, ear plugs, back massagers and travel pillows.

There are several inexpensive, simple ways to spark up your location. Try using balloons to highlight specials, colorful fabric banners to signal season changes, spotlights to point out new displays, and fresh flowers at the register.