BUSINESS

  personnel pointers

From Patient to Purchaser

What is right for your practice and your patients?

REBECCA L. JOHNSON, CPOT, COT, COE

How do you make the transition from patient to purchaser? The answer lies in your optician’s ability to maintain the same level of trust in the optical dispensary that the person experienced with you, the doctor, in the exam lane.

In his book, The SPEED of Trust: The One Thing That Changes Everything (Free Press 2008), Stephen M.R. Covey describes “The Four Cores of Credibility” as (1) integrity, (2) intent, (3) capabilities and (4) results. Here’s how each can increase trust and, ultimately, increase sales in your optical dispensary.

Integrity

Integrity is “walking the talk.” An optician who walks the talk does the right thing for the employer and the customer. He understands that time is money and works to provide the best service in the most efficient manner. However, he does not get upset if patient care time interrupts lunch, or if he has to work overtime to take care of the patient.

Intent

A trusting relationship occurs when the intent is to make certain that the customer receives the best solution for his or her needs regardless of the dollar amount of the sale. The reason opticians miss the mark on the best solution for the customer is that they don’t always take the time to ask the right questions and listen to the answer. The 80/20 rule is followed backwards — talking 80% of the time and listening 20%.

Turn this equation around, and watch the impact active listening will have on your customer. By actively listening, you will be able to confidently recommend the best solution and create a trusting, long-term relationship.

Capabilities

An optician could have all the integrity and good intent in the world, but without being knowledgeable about the products he is selling, credibility is diminished.

Don’t think that your customer expects you to have all the answers; if you cannot confidently answer a question, honestly say you don’t know, and give a time frame for providing the answer. For example, you could say: “I don’t know the answer to that question. However, I will contact our lab and get back to you before close of business today.”

Results

Proven results instill confidence in both yourself and your customer. A results-driven person strives for excellence, but also accepts blame. When something does go wrong, give your customer credit for being an intelligent person who knows that “life happens,” and remain honest with the customer. Anyone can see through lies and excuses.

Bottom line

The first two cores of credibility — integrity and intent — relate to the character of an individual; the second two cores — capabilities and results — relate to the training and experience of the individual. Keep in mind that people of good character bring integrity and intent to the position the first day on the job. It is much easier to train a person with good character to be capable and get great results than it is to teach someone who is capable and makes several sales to have good character.

A capable optician who has a proven track record, integrity and pure intentions will have no problem transitioning the customer from patient to purchaser. OM

MS. JOHNSON IS THE FOUNDER AND PRESIDENT OF EYETRAIN4YOU AND THE EXECUTIVE DIRECTOR OF BUSINESS SERVICES FOR GPN. E-MAIL HER AT REBECCA@EYETRAIN4YOU.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.