Tag: Sue Chen
Retail: Make marketing your mission
April 6, 2021Sue Chen
Q. Now that members of my local community are getting vaccinated for COVID-19, what are ways we can best market our products and services to encourage people to shop and spend in our stores?
A. Marketing is the vehicle and primary communication tool to drive your retail sales. Therefore, without a marketing plan, you won’t have a strong sales strategy. In an era when consumers are bombarded with marketing and advertising just about everywhere they look and hear, the appeal, purpose and authenticity...
Retail Opportunity: Shift from selling to empowering
March 10, 2021Sue Chen
Q. My staff is afraid of “selling” to our customers. How do I get them over the stigma of selling HME products?
A. The answer is simple, because we are not “selling” anything - we are empowering. As HME retailers, our mission is my “Golden Rule of HME Retail”: empower every customer with engagement and education.
This rule is also what customers want. In fact, 97% of consumers...
Retail opportunity: Open your website front door
February 10, 2021Sue Chen
Q. My website really needs an overhaul, but it feels overwhelming. What do I need to focus on to make my website work for my retail HME store?
A. Your website is the front door of your business. Most of your potential and existing customers will go to your website to learn about your business, connect with you and find your location. Just as someone forms an opinion about your store from the physical appearance and how they are greeted and treated when they come in, the...
Retail opportunity: Ensure safety, communication
January 12, 2021Sue Chen
Q. As an HME retail store, what are the three most important things I need to do in this COVID retail reality?
A. No retailer could have planned for 2020. It was crazy and unprecedented.
When stay-at-home and lockdown orders rolled out in March and April, the HME industry, including retailers and providers, were deemed essential businesses and able to stay open. Even so, there were limitations that required continuous shifting and pivoting to keep the HME store open, surviving and thriving.
Here...
Spin retail 180 degrees
February 14, 2014Jennifer Keirn
LAS VEGAS - Sue Chen spends more than half of each year on the road, visiting providers to preach the gospel of HME retail.
But Chen isn't a retail consultant; she's the CEO of Nova Medical Products, a Calif.-based manufacturer of mobility, bath safety and independent living products, and an enthusiastic advocate of retail's potential for her provider customers.
The retail “transformations” she says she's provided for more than 1,000 providers nationwide will fuel...