HME providers are meeting today’s challenges by exploring new ways to expand their retail product offerings. The fact that many of their existing clients already have mobility issues combined with the growing potential of the Baby Boomer market makes selling accessible showers and walk-in tubs a logical choice.
HME suppliers generally operate from a “patient” standpoint, giving them a distinct advantage over traditional home remodelers. They often have in-depth knowledge of their clients’ mobility challenges and are better equipped to provide functional-based solutions as opposed to the design-based solutions offered by contractors. These advantages help HME providers build trust with their clients.
Expanding into walk-in/accessible showers and tubs makes sense, but these “cash” products require an educated sales staff that understands how to convince a customer to buy, as opposed to filling medical prescriptions. Additionally, HME providers need to be prepared to either hire staff or work with an outside contractor to manage the shower or tub installation and possible full bathroom remodel. These types of issues can thrust HME providers into unfamiliar territory.
Best Bath Systems, an Idaho-based manufacturer of accessible bathing products, has seen a spike in HME providers interested in selling their residential showers and walk-in tubs over the last few years. Best Bath Marketing Manager Tammy Harris hosts providers from around the country three times a year for the company’s “Dealer Days”—a series of in-depth seminars that delve into how their products are manufactured, installation and maintenance processes and marketing and sales techniques.
“We have seen a genuine increased interest from the home medical equipment providers out there that want to learn about our safe bathing products and how to sell them. Our Dealer Days sales seminars have continued to adapt as we see the need to provide targeted information for this market,” Harris explains.
Sales strategies can vary depending on the provider’s existing client base. Some providers focus on a complete house approach, sending in a certified occupational therapist to evaluate the customer’s entire home and recommend products based on their needs. Other providers have found success focusing just on the bathroom, identifying the top areas in need of accessibility improvement.
According to Best Bath National Sales Manager Jason Multanen, it’s about providing the most value to the customer. “These days clients have tight budgets, so the most common approach we see is to pick and choose the most cost-effective yet high-value items to focus sales on, like low-threshold showers, safety bars or ramps.”
The accessible bathroom products market features a wide range of price points, quality levels and design options. Important selling points for showers and tubs, especially for clients who want to update their bathroom to be safer, include an understanding of product and installation requirements, the importance of minimal bathroom downtime, ease of maintenance and design options that don’t look institutional.
Since homes have bathrooms in all configurations and sizes, and matching the products to the client’s décor and taste is significant, sales staff will need to be prepared to answer questions about design elements and available custom features.
Low-threshold and barrier-free showers with structurally-reinforced walls and mold-resistant gelcoat surfaces are not only built to last, but are available as either single-piece or modular units that install in considerably less time than tile surrounds. An added benefit of these types of shower surrounds is adaptability; clients can easily install safety bars or fold-up seats anywhere in the unit as their needs change without any additional structural bracing behind the wall.
Walk-in tubs are another option for customers who enjoy the relaxing and therapeutic experience of a bath, without the danger presented by climbing in and out of a traditional tub. These tubs feature wide doors for easy access, fit into an existing tub footprint and can include finish wall surrounds. This market has seen an influx of price-competitive imports, so the sales staff should understand the comparisons and benefits of American-made products such as quality, warranty and customer service.
With the right combination of knowledge and wherewithal, providing safe and accessible bathroom products to your customers can be a profitable way to expand your capabilities and increase sales.
