Step Up Cash Sales

As the prices of stairlifts decline, it appears more consumers are willing to hand over cash for these products, their makers say.

“It's a cash business, and it's a growing business,” says Krawczyk, adding that Bruno was 10 percent ahead of its target for 2007.

“With competitive bidding and other things DME providers are having to go through, finding some way to augment cash sales is really an attractive option,” says Filer. “If stairlifts continue to be a cash sale, they will be attractive to consumers as well as providers.”

Krawczyk says providers should keep in mind that stairlifts are not only for those who lack mobility but also for individuals who suffer from arthritis, diabetes or others who find it difficult to go up and down the stairs.

“They may not be classically disabled, but it's an important convenience that gives them back their whole house,” he says. “Before they put in the stairlift, they're relegated to the main floor. If they don't want to move to a one-level building or home, they've lost half of their home.”

Manufacturers are even more optimistic about the future of the market as baby boomers, who have more disposable income, begin to need such products.

“The sky's the limit. Baby boomers want it, and they want it now. And they do have the funds,” says Gary Schwartz, director of sales for Harmar Mobility.

Advice for Providers

One of the biggest challenges to selling lifts and transfer devices is letting people know these products are out there. For example, most consumers don't even know products like bath lifts exist, says Schwartz.

Providers can help bring awareness by showing lifts in display windows, Spidare says. Inside the store, she recommends showing a video of someone using a lift so people will understand how the products can help.

When providers are selling a lift, salespeople need to ask as many questions as possible to find out what product will be most appropriate for the patient, manufacturers recommend. Some information they need to find out includes:

• Weight of the patient. Will the patient require a bariatric lift?

• Environment of the home. The provider should visit the home whenever possible to see where the lift will be used and look for potential challenges. For example, if there is deep-pile carpet, it may be difficult to push a floor lift around, Spidare notes.

• Dimensions of the home. Will the base of the lift fit through the doorway?

• Condition of the patient. Can the patient bear some weight?

For the cash side of the business, Schwartz advises displaying product comparisons in the store. Consumers want to know what's available along with the features and benefits of each product so they can make a decision, he says.

He also recommends taking advantage of manufacturers' educational programs to pick up some retail smarts. For example, Harmar has a program for providers that teaches them how to sell and market lifts and set up their stores.

To stand out from their competitiors, Filer says, “HME providers need to be doing things others aren't.” For example, renting stairlifts is an option that can be profitable for providers and has little competition, he says.

“In my opinion, there are not enough people providing stairlift rental services compared with what the need that is out there,” says Filer. “This is one way providers can really augment cash sales.”

For many customers, stairlifts may be only a short-term need — perhaps someone is rehabbing a hip or has another injury they can eventually recover from — and it makes more sense for people to rent rather than purchase one, he says.

Providers just need to make sure to use units that are suitable for renting, Filer advises, such as products that can adjust to different stairway lengths and change hands from one side of a stairway to another.

Consumers Go Online to Find Out What Can Help

Many of the trends in the patient lift and transfer market don't reflect directly on the products themselves but the way they are marketed, manufacturers say.

“With the advent of Internet, there's more knowledge out there of what's available to consumers, and that's helping fuel the growth in the industry,” says Bill Filer, director of sales and marketing for Summit Lifts. “That's significantly changing the landscape of the way stairlifts are delivered and dealers provide them.”

While the majority of baby boomers — many of whom are making the purchasing decisions for their aging parents — are active online, a growing number of seniors also are using the Internet for research in finding out what products are available. According to a 2006 Pew Internet & American Life Project study, 34 percent of Americans age 65 and older go online.

The good news is that consumers are becoming more educated and aware of the products that can help them, manufacturers say. But the bad news is this means more competition from online retailers who market direct to consumers and often sell products, such as lifts, at a discounted price.

If providers are not offering products online, Filer recommends implementing a Web site or some sort of e-commerce component so they can compete. “That's something everyone is going to have to come to grips with,” he says.

But Mike Krawczyk, marketing manager for Bruno Independent Living Aids, cautions that stairlifts should be installed by the provider instead of the consumer. “We think it's critically important that products are installed safely and by people who know what they're doing,” he warns. “If you don't install them properly, they could be dangerous.”

Experts Interviewed:

Tom Ellis, vice president, extended care group, Drive Medical, Port Washington, N.Y.; Bill Filer, director of sales and marketing, Summit Lifts, Lake Winnebago, Mo.; Mike Krawczyk, marketing manager, Bruno Independent Living Aids, Oconomowoc, Wisc.; Gary Schwartz, director of sales, and Sarah Penix, business development manager, Harmar Mobility, Sarasota, Fla.; Fran Spidare, product manager for patient transport, Invacare Corp., Elyria, Ohio.