In our two-location, six O.D. practice-one of the largest contact lens practices in Long Island-we believe that promoting the fashion aspect of color lenses contributes to contact lens success. We like to look at nearly every patient as a potential color lens wearer. Here are the demographics of our practice's color lens patients:

• 56 percent are between the ages of 18-24;
• 24 percent are between the ages of 25-34;
• 20 percent are between 35-44;
• 56 percent are Caucasian;
• 23 percent are Hispanic; and
• 21 percent are African-American.

Strategies for Finding Opportunities

Once you decide to mention the lenses to more patients, the opportunities present themselves easily. Here are some of our strategies.
No piercing involved. Most teens are anxious to enhance their appearance. So, when we see a mom and a teenage patient, we point out that color lenses is a way to enhance appearance without piercing of body parts or tattoos. In other words, contacts are a way mom can help her teen "stand out" in a way that's safe and temporary.

Refills: regular or color? Every patient who comes in for replacement lenses should be given the opportunity to try colors. They're already patients, and they don't even need an eye exam. Even if they've passed at an earlier offer, they might decide to give it a try this time.

Window shoppers. A lot of front-desk people panic when a group of teens show up and ask about trying on color lenses. Instead, seize the opportunity by taking the time to give them some information about the lenses.

Use your point-of-purchase materials to show them the color options, and ask them about what they have in mind. Send them home with a brochure to show a parent and explain that there's a brief, inexpensive eye exam involved before the in-office try-on.

There are two benefits to this interaction: You've planted the idea in the heads of these teens, and you've incidentally informed everyone else within earshot.

At the very least, they'll be impressed with your patience and courtesy. And don't be surprised if some amble up to take a closer look.

His and hers. When we have couples who come in together to pick up one or the other's regular lenses, we'll often address the mate by saying: "Would you like to see how different she (or he) would look with green eyes?" Have a little fun with it, and see how the significant other's compliments help.

Wear the lenses. If people in the office wear colored lenses, your suggestions are even more powerful. Patients know that you have access to the best lenses; so if you're wearing color lenses, then they must be terrific.

From patient to customer. Patients who need no correction are typically a wham, bam proposition. They come in, have their exam, and leave.

However, color lenses present an opportunity to turn these people from plano patient to contact lens customer. Remember, 30 percent of all color lens sales are plano.

Avoid Disappointment

Some practices still hold to the belief that color contact lenses are a hassle. There's the image of giggling teens taking up hours of staff time as they try on lenses.

That's certainly not the case in our practice, however. We tell patients up front that the manufacturer allows them to try on two colors for free. "Let's try one in each eye," is our suggestion.

Often, what happens is that the person can't decide. Our staff waits for awhile before making our own observations, so as not to influence the patient. But if it's clear the patient can't make up his or her mind, then suggest that the best option might be to buy them both.

Positive pry natural, but the blue would certainly be fun." After all, most shoppers wouldn't hesitate about buying two shirts or skirts of the same style in different colors. Why should we think of color contacts differently?

To make sure patients aren't disappointed with their choice, keep a few tips in mind:

Lighting. Make sure you have excellent lighting in your contact lens room as well as a good clean mirror for patients to use.

Distance. Suggest holding the mirror about 12 inches from his or her face since that's the distance most people will see them from.

Magnifier. If you're working with a presbyope, make sure you have a magnifying mirror available.

Photo op. If the patient doesn't buy on the spot, snap an instant photo so she can show it to friends and family and remind her of what she's missing when she leaves the shop.

Convert Interest To Sales

Converting interest to sales isn't as hard as you might think. In fact, you probably already employ the same strategy in another part of your daily activities-scheduling appointments. The two are really quite similar.

When scheduling appointments, you know people don't like to make decisions, so you help them by narrowing their choices. Rather than say, "Would you like to make an appointment?" you ask: "What's more convenient for you-a morning or afternoon appointment?"

Ditto to asking about lenses. Don't say, "Would you like to pay for your lenses today?" That's a question to which you'll rarely get an enthusiastic response. Instead, try: "How would you like to pay for your lenses today?" In other words, assume the patient is buying.

Recommend colors, and steer the patient toward a decision. Point out how easy and affordable it is to buy two colors. Keep the process moving. And, finally, guide the patient to the front desk to make the purchase quickly.

For first time wearers, suggest occasional wear since it appeals to a broader audience, and patients don't feel like they are obligated to wear the lenses every day. And, for plano patients, suggest two boxes-perhaps of different colors-since that's their lowest initial investment. However else you position it, be sure to compare the price of color contacts to the haircut or manicure, and point out that contacts are a comparative bargain. After all, fashion isn't free. And, every one of your patients knows that. So there is never, ever a need to apologize! 

Rosemarie Mathewson is practice administrator for Brian K. Berliner, O.D., one of the largest contact lens practices on Long Island. EB