BUSINESS

  MARKETING

STOP BLOCKING YOUR SALES

CLEAR THE BARRIERS THAT PREVENT PATIENTS FROM TRYING CONTACT LENSES

STEVE VARGO, O.D., M.B.A.

GET OUT of your way! Here are five things you may be doing that are getting in the way of more contact lens sales:

1 NOT ASKING QUESTIONS

Doctor: Mr. Smith, I see you wear glasses. Are you having any problems with them?

Mr. Smith: Sure! I constantly readjust them, and they bounce around when I play softball.

Ding, Ding, Ding! We have a contact lens candidate!

Ask questions to identify problems (pain points); then prescribe solutions that address them. Glasses are great tools for enhancing vision, but, for many, contact lenses present a superior alternative. Consider all the areas where contact lenses are preferable (sports, aesthetics, etc.), and craft questions that may uncover pain points experienced by our four-eyed friends.

2 BEING REACTIVE

What if, instead of waiting for patients to inquire or check a box indicating their interest in contact lenses, you took a more proactive approach? What if you recommended contact lenses to all eligible candidates? While some patients will reply, “no way, I’m not putting that thing in my eye,” what if you could increase your contact lens patient base by just 10% by being proactive? Consider the lifetime value of a contact lens patient who returns more frequently and spends more money vs. a glasses-only patient. Many of your glasses patients may be waiting for this recommendation.

3 RIGID FITTING POLICIES

Risk and uncertainty are often the enemies of a sale. Consumers prefer assurance that products will work. Eye care providers have traditionally transferred much of the risk to the patient by requiring payment before rendering services or a product.

What if you trained a tech to insert a trial lens into an interested patient’s eyes, and then to send him or her to the optical to browse? A proven technique to encourage sales is to let people try before they buy. Quiet the patient’s inner voice asking, “Will these work for me?” In the world of consumer psychology, our minds seek “proof.” It’s the reason companies offer free samples and test drives. Proof trumps verbal claims and, often, lowers the barrier to a sale.

If the patient likes the trial lenses, schedule a formal fitting!

4 FAILURE TO RE-ENGAGE

Doctor: Would you be interested in trying contact lenses?

Patient: Nah, I tried those about 10 years ago, and they were uncomfortable.

The No. 1 reason for contact lens drop-out is discomfort. However, advancements in contact lens materials and technology have addressed discomfort. Many of your drop-outs still have the motivation to wear contact lenses if they could get through the day without redness and discomfort. So let them know about these new advancements.

5 APOLOGIES

Enthusiasm sells! If you truly believe that the patient will enjoy the benefits of contact lenses, get excited. And this goes for your staff too. Don’t apologize for the additional fees or a crummy insurance plan; let patients decide how to spend their cash. It’s their decision!

Try these minor adjustments, and see whether they lead to more contact lens patients.

Consider it a “trial.” OM

DR. VARGO serves as Prima Eye Group’s vice president of Optometric Consulting. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising O.D.s in all areas of practice management and optometric office operations. To comment on this article, visit tinyurl.com/OMcomment.