AS A consumer, you know what it feels like when a salesperson or company representative really knows about the product you want to buy. Whether it is a new car or dinner at a fancy restaurant, the way a product is described matters. The product knowledge, the confidence and the enthusiasm the salesperson projects will impact the consumer experience and build trust in that brand.

When it comes to buying frames, patients rely heavily on the product knowledge of the optical sales person to add value to the frame they are considering. But often, the optical staff members lack the information to give compelling reasons for the patient to buy.

As this interaction could be the difference between a sale or a walk out, it is important to have some common denominator of frame knowledge across all optical staff for each brand you carry.

CREATE FRAME NOTEBOOKS

Make a notebook of information on each one of your frame brands. It should contain three talking points per brand, which each optical sales staff memorizes. This information tells the “story” of that brand, which makes the selling experience more engaging.

AN EXAMPLE

Robert Marc Eyewear:

1. Robert Marc started his career in New York City with a small eyewear boutique that quickly pushed his frames to the forefront of the optical fashion industry.

2. Each of his collections are themed and reflect Robert’s artistic consciousness and imagination. By personally layering and contrasting the colors of the Italian acetates, his frames become timeless eyewear designs.

3. Each Robert Marc frame is handcrafted and carries his signature hinge, which makes the frame instantly recognizable when seen in movies and on TV.

To gather the information, visit the manufacturer’s website, and listen carefully to the frame rep when he presents the product to you. Next, have short weekly meetings of the optical staff to commit these stories to memory. (In my experience, staff members feel better about their selling skills when they have relevant information like this to pass on to patients.) Finally, listen for those descriptions as you walk through your optical area.

CONTINUE THE MESSAGE

There are two other steps that we take in my office to increase brand knowledge and visibility among staff and consumers. First, we created branding plaques that describe the features of each brand. Second, we provide personalized brochures with each purchase. The brochures contain information on the exact features of the glasses that are being dispensed. (See October 2015’s “Optical” column for details on this.)

INFORMATION IS KEY

This wealth of information is what draws a consumer to love a brand and to be willing to pay more to have it. You know you have made an impact when the patient comes back next year and asks you specifically about his or her frame line. That type of attention to the sales presentation sets your office apart and creates patient loyalty. OM

DR. ZIEGLER is a senior partner at Ziegler Leffingwell Eye-care in Milwaukee, Wisc., and a fellow of the American Academy of Optometry. Email him at daveaziegler@gmail.com, or visit tinyurl.com/OMcomment to comment.