We know there is no free lunch. As professionals we know free is never actually free.
Recently an Audiologist asked my why she should pay for my business assistance when her vendor provides it for "free". She asked it sort of apologetically. I didn't mind the question. If I cannot answer it I ought to find another line of business. But it shows me a basic lack of understanding on her part.
I told her it is because I provide different services than they do. My purpose is to help you become professionally successful. My job isn't selling hearing aids to you, or to anyone for that matter. I don't have a monthly quota of hearing aids to sell, and I don't need you or the office down the street to sell them for me. I do help you productively use all the "free" advice you have access to.
As is often the case, the Audiologist asks this question after spending time complaining about patients who expected "free" hearing evaluations. She tells me this is wrong because the "free" test was only being used to deceptively sell the patient hearing aids and wasn't really "free" at all. I don't think she saw the parallel.
The "free" business services are only offered as a way to allow your vendor to get into your business deeper to get you to buy more hearing aids. When your vendors sales people are justifying spending money to offer "free" business services do you think they tell the big boss it is to help the Audiologist meet their personal and professional goals and objectives? Do you think the vendor really cares if you achieve your professional and personal purpose?
The suppliers, your vendors, will sell to you and then just as quickly sell to the office across the street. They need to meet their sales goals. You are a means to their end. As a business person I don't see anything wrong with this. In most any industry the suppliers do their best to get the retailers to support them. What amazes me is that in the dispensing business how often it seems to work to the benefit of the suppliers.
This is why so many dispensing practices are unfortunately little more than commissioned sales offices for the vendors. I have seen offices where the Audiologist received all her promotional materials from her vendor, all her hearing aids from her vendor, and her vendor even set her prices and told her when to give away her services to sell their hearing aids. They also discouraged her from working with other vendors. The Audiologist has lots of work creating promotions, implementing calls to action, fitting the instruments, dealing with third party payers and following up with the patients. Often these Audiologists aren't making any money; even while they may be selling a lot of hearing aids. They often are just about burned out and now looking for an "exit strategy"; in some cases they are looking to the same vendor to provide the "exit strategy" that got them into their mess in the first place.
When I was in telecommunication that is how we treated our commissioned sales representatives.
I am not opposed to the "free" advice offered. You can use it to your great advantage. But don't let "free" distract you from your professional purpose. If your professional purpose is to create wealth for the manufacturers and distributors than you have no need for me. It is your choice. If you don't make it for yourself, they by default make it for you. That is how they do their job.
I hope this helps you,
Rick
