The word “sales” sometimes makes doctors uncomfortable, but that discomfort often stems from the outdated assumption that selling requires convincing patients to buy something they don’t want. The truth is, selling eyewear well has more to do with listening than it does with talking. The most effective salespeople ask better questions—ones that uncover real concerns and lifestyle needs. Attempting to push products or upgrades without understanding patients’ needs, wants, and concerns often morphs into lengthy discussions with disappointing outcomes.
Streamlined selling also means reducing patients’ perception of risk, which often delays our decisions. Consumers are risk averse. The solution? Minimize the risks. A flexible return policy or easy exchange process quiets the part of the brain that resists spending.
Finally, solve the right problem. Once you understand a patient’s main concern (see paragraph 1), focus the solution and the words you use on what’s important to them. “This will solve your eyestrain from working on a computer” is more impactful than “these are the best lenses for computer work.”
When consumers feel understood, confident, and clear on the outcome, they are more likely to purchase without lengthy deliberation.
