Gary: 'There is hardly any difference between Audiologists and a hearing aid specialist.'

Costco sells washing machines, chicken, hearing devices and frozen pizza.

When Costco enter an area, the writing is on the wall for the Audiologists. Gary used to run his own dispensing business, but closed it to work at Costco. 

Is he resentful?

No, he loves it. No overheads to take care of. 'I come in, do my job and then punch the card'. No headaches, etc. 

The Costco advantage: price

Our devices go for $1,299 per unit. So for about $2,600 you get a pair of resound Lyra 9 (which are called Future at Costco). If you were to go elsewhere, you'd be looking at $6,000 to $7,000. 

On service

I don't do any changes in the beginning. We send them off for two weeks and if they come back and say they can hear fine I don't touch the device. I get 50% customers right in the first fitting. The others just want a little more gain adjustment. 

At Costco, I get the software, manuals and settings so I don't have to do any guess work. I have all the best equipment here. 

The Facts

Costco are the third largest hearing aid distributor in the US. Eventually it will be #1. 

In just eight months we've gotten to the point where I manage to sell 60 hearing aids in one month (30 pairs). As a business owner, I never got close to reaching that number. 

And we get a lot of New Yorkers. You get all kinds of people in there. 

How does the Technician match hearing aids with customer?

By lifestyle. I see the age and the lifestyle and then recommend a particular unit. Also, I assign units based on how they look and the features they need (the fashion looking ones are more suited to younger people). 

What manufacturers do they fit?

Rexland (Siemens)

Bernafone (Oticon)

Kirkland (Resound)

Price and features are the key communication points at Costco hearing centres.