My hearing is gradually getting worse. What professional should I see first?

I know that I have high frequency loss in one ear, and I’m having more and more trouble understanding conversation in a room with background noise. It just doesn’t seem right to go to a store that provides hearing tests and recommendations, that also makes most of their money from selling hearing aids. So, do I go to an audiologist first? Insurance will cover some of my expenses, but a big chunk of money will come out of my pocket, so I’m trying to minimize my expenses, without sacrificing proper medical care.

Where would you start the process?