SOCIAL

  CONSUMER CORNER

KICK THE HABIT OF UNDERSELLING

PRESENT YOUR BEST OPTIONS TO MEET THE CONSUMER’S END GOAL: OPTIMAL VISION

DO YOU KNOW why a patient schedules an appointment with you? What is his or her goal or agenda? At the conclusion of the appointment, he or she expects a plan for better vision. So why is it that many optometrists and opticians do not offer each consumer the best options? It is also clear to me (pardon the pun) that we never reassure the patient of his or her new prescription or eye wear.

All too often, eye care professionals are scared of the patient’s reaction to fees. As a result, many undersell. As opposed to looking for the least expensive way to “sell something” or to “provide care,” express confidence in the premium products you prescribe; explain, in relatable terms how these products enable optimal vision, and reassure consumers of the outcome: clear and comfortable vision.

Fulfill your professional responsibility by prescribing the following:

PREMIUM PROGRESSIVE LENSES

We all know work environment and activity level are two factors to consider when prescribing lenses. Present several personalized selections to your patient based on what you know of his or her needs; and remember to supply the “why.”

Explain why digital progressive lenses are different from non-digital by using an analogy that is familiar: “Switching to digital progressive lenses will be like switching to a new flat screen TV from the old tube set. The vivid detail makes you feel like you are at the event.”

Also, demonstrate why polarized progressive sunglasses provide better vision than non-polarized: Use your polarized demonstrator with every patient, and let the consumer see it with his or her own eyes.

Further, explain why computer lenses with blue light protection are important to ensure optimum vision. For example, “These lenses will improve your overall wellbeing in areas such as burning eyes, headaches and disturbed sleep patterns. These symptoms are caused by harmful light emitted from our computer screens, and this lens is designed to deflect them.”

AR, NON GLARE OR CRYSTAL CLEAR – WHATEVER YOU CALL IT

Remember as you discuss your go-to coating to incorporate the phrase “this is included with all of our lenses.” And, specifically, describe how it will provide optimal vision for your patient:

For example: “Mrs. Jones, on those dark, rainy nights when it feels like someone shut the lights, these lenses will make things bright and clear; and during the day they will greatly reduce eye fatigue, not to mention eye burning too! Our patients love them.”

PHOTOCHROMIC LENSES

Photochromic lenses come in many types, from new colors to polarized. Add them to your prescribing repertoire, and allow your patients the option to try them. Use the phrase, “light-adaptive lenses” to describe these products to your customers in relatable terms.

For example: “I recommend these for your primary lenses because they fully protect your eyes from UV light. We know most folks don’t always have their polarized sunglasses with them, without which the bright sun will lead to squinting, tearing and headaches. These lenses will also adapt to your environment when not in direct sunlight.”

CRAFTING YOUR PITCH

Take advantage of the resources at your disposal. The companies behind these products have great materials and training available to assist you in developing your way of explaining it all. Re-train on it regularly. After all, you didn’t learn how to use the slit lamp or perform ophthalmoscopy by only reading a book!

You can provide “clear and comfortable” vision for everyone by combining all that is available into a unique bundle for your patients. When you not only relate the features and benefits of each item, but also teach consumers how to take advantage of their plans to get more than one pair, it’s a “Wow” for them and us! Let’s remember: Very few folks have just one pair of shoes, as one pair cannot take care all of our needs. OM

JAY BINKOWITZ is the president of GPN, an optometric consulting company based in Huntington, N.Y. He has had extensive experience in retail operations, merchandising and marketing. Email him at Jay@GatewayPN.com, or to comment on this article, visit tinyurl.com/OMcomment.