My challenge for you this month: Train your opticians on “selling.”

THE REASONS

Most opticians are trained on the technical aspects of their job, but many lack the skills needed to perform a very critical component of their job – selling!

ACTION STEPS

Have opticians do the following to increase their likelihood of a sale:

• Ask more questions. Effective salespeople are not just problem solvers, they are problem finders. Research has found that being effective in sales requires good listening skills. From the patient’s perspective, asking questions and listening demonstrates you care about the patient and not just the sale.
• Tailor the presentation: Many practices will tell me they always recommend the “best” eye wear. This is a very product-centric approach that fails to consider the wants, needs and concerns of the patient. A patient-centric approach seeks to fully understand the patient’s needs and prescribe tailored solutions. If the proposed solution is not important and relevant to the consumer, it will just be perceived as “expensive.”
• Address objections. Write the most common objections, and talk through replies in private. (In focusing on the first two steps, you’ll likely hear fewer objections.) OM

 

 

Also in Leading Off

• Practices Can Require Employee COVID-19 Vaccinations, With Some Exceptions
• How mTBI Patients Can Return to Baseline
• Safety and Disinfection Changes in the Exam Lane
• Glaucoma Patient Resources Provide Support
• Also Notable