From customer to fan: Tips for hearing care professionals and audiologists

Last month, we attended the Audiology Optitrade Marathon 2025 in Hilversum, The Netherlands. It was a fantastic opportunity to join inspiring sessions and gain valuable insights. One of the standout lectures was from Jos Burgers, a Dutch author and one of the most sought-after management speakers in the Netherlands, who explored a crucial question: "How do you turn a customer into a fan?"

We’ve compiled some key takeaways from Jos Burgers’ session that can help you strengthen customer relationships and foster true loyalty.

1. Shift the perception of price

Many customers are wary of overpaying and tend to feel the pain of loss more than the joy of gain (a concept known as loss aversion). Instead of leading with the most affordable option, start by presenting the best solution and, if necessary, work toward a more budget-friendly alternative. This way, customers don’t feel like they are sacrificing quality.

Real-world example:

A customer walks in and says, “I’m looking for a good but not too expensive hearing aid.”
Instead of immediately offering budget-friendly models, try asking:
“What’s the most important thing for you in a hearing aid?”
This shifts the conversation from price to needs, allowing you to highlight the added value of higher-quality options.

2. Avoid a quick “no” with smart questions

If a customer is asked a question to which they can instantly say “no” to, the conversation may end before it even begins. Prevent this by first asking questions that lead to a “yes.”

Example:

❌ Instead of asking: “Would you like to try this hearing aid?”
✅ Start with: “Are you looking for a solution that makes conversations with family and friends easier?”

By framing the conversation positively, you create openness and increase the likelihood of engagement.

3. Look beyond the surface question

Sometimes, a customer’s question isn’t their real question. If someone asks, “How much does this hearing aid cost?”, what they might actually mean is: “How can I be sure I’m making the right choice?”

How to uncover the real need:

• Ask follow-up questions: “Why do you ask?”
• Focus on the problem, not the product: As Jos Burgers says, “People don’t buy drills; they buy holes.” What does the customer truly want to achieve?

4. Handling price objections

A common reaction to hearing aid pricing is: “That’s expensive.” Instead of getting defensive, use the following method:

• Acknowledge: listen and show understanding.
• Understanding: recognize their concern.
• Compliment: shift the focus to the benefits.

Practical Example:

“I completely understand that this is an important investment. A high-quality hearing aid isn’t cheap, but it does allow you to effortlessly follow conversations and enjoy social moments without frustration.”

This shifts the focus from cost to value.

5. Discounts don’t create fans—service does

Many businesses try to win customers with discounts, but price-driven customers rarely stay loyal. Fans, however, do.

So, what does work?

• Exceed expectations: deliver more than promised.
• Build a connection: remember personal details and follow up. (Example: “How’s that new car you bought for your wife?”)
• Give honest advice, even if it means recommending a different solution.

6. Don’t just provide what a customer asks for—provide what they need

A customer may request a specific hearing aid brand, but is that really the best fit? Instead of simply fulfilling the request, focus on what’s truly best for them based on their hearing loss and lifestyle.

The key to creating fans is by offering the right solution, not just the expected one.

To conclude: what can you do as a hearing care professional?

Want to turn customers into loyal fans right now? Start by asking three key questions you normally wouldn’t:

1. “What’s the most important thing you look for in a hearing aid?”
2. “Can you describe a recent situation where hearing was a challenge?”
3. “What’s something you’d love to do again without difficulty?”

By focusing on these deeper insights, you won’t just build a customer base—you’ll build a fanbase.