Generating New Business
Sales of ADA-Compliant Products Are On The Rise

New Bath & Kitchen Products Offer Both Safety and Style

After the Americans with Disabilities Act (ADA) Accessibility Guidelines were issued in 1991, opportunities to perform commercial retrofit work grew quickly. These guidelines, however, did not cover individual residences, and the demand for ADA-compliant products in the home was almost non-existent.

Now, however, ten years later, there is a growing movement toward installing accessible products in privately owned residential dwellings. Why the change? Statistics reveal that people prefer to live at home and age in place.

According to a report issued by the American Association of Retired Persons (AARP), 83% of senior homeowners want to remain in their homes, however, only 53% were making modifications to make this possible. In fact, currently less than half of the seniors who have difficulty taking a bath or shower have made any such changes to their homes. And that’s just the start.

The graying of the baby boomers is also driving this market. By 2025, 62 million people – 1 in 5 Americans – will be 65 or older — and with aging comes certain physical changes. Statisticians also estimate that nearly 1 in 7 people will become disabled for five years or more, before they turn 65, as a result of spinal problems, arthritis-related limitations, sports injuries, auto accidents, strokes, and heart attacks. The overall market is estimated to be as high as 90 million people.

The tricky part is in marketing these products to the end user. People won’t necessarily admit that they have limitations. Salespeople must find techniques to promote accessible products in a sensitive manner, without risking alienation of customers.

Sensitivity is Key to Sales Success: Selling Strategies for Contractors

The need for products such as grab bars or shower seats, to some extent, will affect almost everyone. Of all of the daily activities that people perform, toileting is by far the most private. There’s a real need for quality toileting aids and products.

But how does one go about opening up opportunities to do retrofit work in private residences?

Opportunities exist each time a plumbing contractor enters a customer’s home. Opening a clogged pipe or fixing a leaky faucet can lead to opportunities to talk to customers about new products available for the home.

The difficulty lies in changing the negative perception that consumers have about ADA-compliant product offerings. Often, even if people have real limitations, they won’t necessarily admit it.

Contractors need to be sensitive to the stigmas often associated with terms such as: barrier free, assistive technology, ADA-compliant, and handicapped accessible. Products must be seen by the customer as attractive and useful - something they want to have in their home. Often times, if a product is presented in this light, contractors don’t have to say it’s for people with disabilities. For example, a contractor can say, “it’s a popular seller,” or “it’s very easy to use,” — everyone can relate to this approach. Contractors can point out the features that make the product attractive, how it makes life easier, and focus on the fact that the product is affordably priced. Above all, it’s important to focus on the user’s abilities, not limitations.

Some contractors approach customers in terms of “future proofing” their home. Others point out the trend in “Universal Design products” - products that can accommodate people who are taller or shorter than the “average.” Additionally, “baby boomers” are beginning to demand products designed to optimize the independence of their home.

Finally, there are financial benefits to be considered. Some insurance companies are beginning to offer discounts on homes equipped with safety products. These products are also becoming a strong sales feature that realtors are using to aid in the sale of a home.

The bottom line is, consumers need to look at spending money on remodeling that will “make a home livable for a lifetime.”

Universal Design – Beauty in the Bath
Manufacturers have responded with a plethora of new luxury products that are stylish, while also providing function and comfort. These products are being touted not as ADA-compliant, but as “universal.”

Simply put, the catch phrase “Universal Design” refers to a new attitude and approach to product and home design. Institutional-style stainless steel grab bars and handicapped toilets are slowly being replaced by products that meet ADA-requirements, but are stylish and appealing to just about everyone. Universal Design products have wide appeal, are aesthetically pleasing, flexible enough to be useful for older people and those with disabilities, and they’re reasonably priced.

The Bottom Line is Comfort and Convenience
The plumbing industry has been leading the way in bringing ADA acceptable products to the forefront. Consumers are beginning to see that the benefits of having “overall comfort and convenience” outweigh the negative perception that has been attached to these products for so long. And, best of all, consumers no longer have to trade “pretty” for “practical” – they can enjoy the best of both worlds.

ADA Materials Available Free From The Department Of Justice
The U.S. Department of Justice provides free ADA materials (http://www.usdoj.gov/crt/ada/adahom1.htm). Printed materials may be ordered by calling the ADA Information Line (1-800-514-0301 (Voice) or 1-800-514-0383 (TDD)). Automated service is available 24 hours a day for recorded information and to order publications. Publications are available in standard print, as well as large print, audiotape, Braille, and computer disk for people with disabilities.

Many of these materials are available from an automated fax system that is available 24 hours a day. To order a publication by fax, call the ADA Information Line and follow the directions for placing a fax order.

The Fair Housing Amendments Act
The Fair Housing Amendments Act (FHAA) and ADA are often confused. The FHAA prohibits discrimination in regards to private housing in the sale, rental, financing, advertising, or operation of housing. It does not, however state what design requirements must be met for a person with a handicap.

Understanding the Americans with Disabilities Act
The Americans with Disabilities Act of 1990 (ADA) guarantees equal opportunity for individuals with disabilities in the areas of employment, state and local government services, public transportation, privately operated transportation available to the public, places of public accommodation, and telephone services offered to the general public.

Northeastern Supply has the products contractors need to help their customers create a home that is accessible and safe.

American Standard 17" Elongated Toilet
American Standard’s 17" high Cadet EL combo toilet is designed to be quiet, efficient and elegant. It is available in a full range of colors to match your style and décor making decorating easy. Color choices range from soft and gentle colors to warm and inviting hues, and versatile and natural tints.

Aker 63" Shower Stall
Outfitted for safety and convenience, Aker’s spacious 63" shower stall package is configured for easy access and is in full compliance with federal law. Additionally, it is loaded with style and offers an optional dome cap and light. Accessories include a wrap-around bar, and a factory installed shower rod.

Aker 38" Shower Stall Package
Aker’s Barrier-Free shower stall package uses white powder coated bars and a white seat surface that blends with home décor and allows for installation of a shower door if desired. The unit features a gelcoat surface, with high-strength fiberglass backing, the Aker balsa wood “anti-flex” floor system, a textured floor, and a right corner elevated shelf.

Dearborn Brass Grab Bars
Northeastern Supply stocks an extensive collection of high quality, durable stainless steel grab bars that are corrosion-resistant and meet the requirements of ADA and American Society for Testing and Materials (ASTM). With several sizes to choose from, Dearborn Brass grab bars can be mounted in a variety of positions. 1 1/2 x 24, 36, or 42 inch SS Grab Bar C/Flg. In stock in stainless steel – additional colors available for quick delivery.

Moen Lavatory Faucet
Moen’s sani-stream lavatory faucet enables users with limited hand mobility to easily turn faucets on and off with ease. This product features wrist-blade handles and meets the requirements of ADA. The fixture is chrome plated and is designed for durability and maximum water and energy savings.

Handy-Shield Safety Covers from Plumberex
This innovative supply and trap insulation product protects users from hot water lines, exposed drain pipes, and any sharp or abrasive objects under the sink. Voted as the number one aesthetic design product, the Handy-Shield Safety Cover meets the utmost standards of the industry with 1/4" wall thickness and additional internal 1/4" fins for a total of 1/2" insulation – double the impact protection.

Bemis Medic-Aid® Lift Seat
Users can add 4" of toilet seat height with the aid of Bemis’ Medic-Aid® Lift seats, available in both regular and elongated styles. An elevated seat is useful for seniors and persons with physical disabilities caused by arthritis, rheumatism, or hip and back problems. The models are constructed of heavy-duty plastic that contains DuraGuard®, an antimicrobial agent. They can be used in combination with most seats.