Profiting from Polarized Product
Ten ways to successfully present this premium lens option
By Erinn Morgan

Presenting polarized lenses to all of your patients is one of the essential points of building the market for this comfort- and safety-promoting product PHOTO COURTESY MAUI JIM

Do you believe in polarized lenses? This is the first step to achieving success--in the form of increased sales and satisfied customers--with this potentially lucrative category.

"We made a concerted effort about a year and a half ago to promote polarized lenses," says Jim Montgomery, owner of The Spec Shoppe of St. Joseph in St. Joseph, Miss. "We never pushed it much and then I went to a training seminar, saw some demos, got a glare box display and color charts, and got excited about it."

Now The Spec Shoppe focuses on educating people about the benefits of polarized lenses and, as a result, their business has grown tremendously. "Selling polarized lenses can be slow going at first, but you have to be patient," says Montgomery. "We are doing about 60 percent polarized out of all sunwear sales."

A commitment to the category and a focus on presentation paid off for this eyecare professional. To help you make the leap into a profitable business, here we offer 10 ways to effectively present and promote this unique lens product.

1. RECOMMEND THEM TO ALL

One of the simplest tactics is to educate all your customers about the features and benefits of polarized lenses.

Many practitioners propose polarized lenses as an option to patients in the exam room. "The doctor recommends sunglasses for everybody," says dispenser Peggy Nishimoto, who works with the practice of Matthew Matsuzaki, OD, in Pasadena, Calif. "We also recommend it for everyone in the dispensary--even to our elderly customers. Once they start wearing polarized they are hooked."

2. WEAR THEM

Wearing the lenses yourself is the best testimonial you can give to your customers on the merits of polarized sunwear. "It doesn't hurt that I wear them. When the customers see this, they want them too," says Steve Miller, the owner of Miller Optical wholesale lab and optical dispensary in Upland, Calif.

Wearing polarized lenses while participating in community activities outside the dispensary can also help. "I am really into them because I do a lot of sports," says Montgomery. "I am in a bike club, and now everyone in the bike club wears them. There is even a very active scuba club here, believe it or not, and I have the people in this club wearing them, too."

	Displays can effectively demonstrate the benefits of polarized lenses, in this case, increased road safety provided by the glare cutting lenses PHOTOS COURTESY POLAROID

3. DEMONSTRATE THEM

A motto of, "demonstrate, demonstrate, demonstrate" is a key to building polarized sales. Look for places around your dispensary with examples of glare, ranging from reflective glass on buildings and the glare of a marble floor, to the shine off of cars in the parking lot. By taking the patient outside, they have a chance to see the dramatic effects of polarization in day-to-day situations.

A demonstrator can be a sample plano polarized pair of sunwear or tinted lorgnettes that patients can hold up to their eyes to see the polarized benefits.

It is instrumental for the customer to understand the difference between polarized and non-polarized lenses. The Spec Shoppe has a unique way to get this point across. "We have people bring in their old sunglasses and look into the glare of the box while wearing them," says Montgomery. "Then we give them a polarized sunglass lens to look through. This works a minimum of 90 percent of the time. They say they didn't realize there were so many colors to see."

Demonstrators are powerful selling tools for polarized lenses PHOTO COURTESY YOUNGER OPTICS

4. USE DISPLAYS

Another great way to demonstrate the power of polarized product is with displays made just for that purpose.

"I use a demonstrator," says Linda Boss, manager/part-owner of A-Boss Opticians, which has three locations in Pittsburgh, Pa. "It has a lighted image in a box. When you put a regular pair of sunglasses on, and then switch to polarized, you can really see a difference. This is a terrific tool to sell polarized lenses."

Boss also employs the OLA's Lens Center--a display that holds 10 eyeglass fronts used to demonstrate the benefits of a variety of lens choices. "You can put all types of lenses in the frame fronts to show the benefits," says Boss. "We put polarized lenses in the polarized demonstrator and they can take it outside to test them out. The display also has a wheel that explains the options that are right for various visual corrections."

	Wearing polarized lenses encourages others to try them. Shown, Costa del Mar's Finisterra

5. ADVERTISE

If you can fit it into your budget, advertising will reach a greater number of potential customers and educate them about the polarized option. "We just created an ad from a photo (supplied by Younger Optics) of a person on a bike in traffic," says Bev Heishman, optical manager and master optician at Fave & Maria Eye Associates in Lebanon, Pa. "It ran in our local papers in a special supplement for people over 50."

Similarly, A-Boss Opticians ran an ad that shows a mother walking a baby in a stroller across the street, and it illustrates what this situation looks like with glare and with no glare. "I do a lot of advertising for polarized--local newspapers mainly," says Boss. "This works better than trying to do the larger publications."

6. PROMOTE WITH COUPONS

Promotions such as coupons for a percentage or dollar amount off polarized lenses can be lucrative for your bottom line.

"Before cataract surgery, we discuss post-care options and give them a coupon for polarized sunwear," says Heishman. "We do the same with laser surgery and contact lens patients. The coupon is for 25 percent off polarized lenses after their service for up to one month."

7. FOCUS ON HEALTH AND SAFETY

One of the great benefits of polarized lenses is their UV protection. Along with long-term prevention of cataracts, it is also beneficial to make sure they understand that polarized lenses can make day-to-day living safer, especially while driving.

"If someone is driving a lot, we point out the dangers of glare," says Montgomery. "We make sure they know polarized lenses resolve safety issues as well as comfort issues. We ask about their job and hobbies. For example, if they work as a lifeguard in the summer, it is a safety issue. If someone is in distress and they cannot see them in the water because of glare, this is obviously a problem. We really make an effort to always talk about safety and comfort with polarized lenses."

8. BE UNIQUE

Unique advertising methods can gain attention for your dispensary and its polarized products in the community.

"Our dispensary recently ran a full-page ad on hunting and the benefits of polarized sunglasses in a local newspaper," says Montgomery. "It's kind of corny but it works. The ad says: 'We have a deer of a deal for you.' There is a picture of a deer with a scope on, and we talk about how polarized lenses can help with hunting."

9. PRESENT IT YEAR-ROUND

Consumers are more aware today about the dangers of the sun and the benefits of UV protection for their eyes. Presenting polarized lenses as a year-round option will likely appeal to their sensibilities and could help make this lens category a four-season business for you.

To help facilitate year-round business, The Spec Shoppe plans to launch a new advertising campaign that will stress that sunglasses are not just for summer anymore.

"Usually our sunglass sales drop dramatically after summer. We want to bring it up as a year-round item and mention that it is a great Christmas present," says Montgomery.

Advertising campaigns can build patient knowledge of the uses of polarized lenses while reminding your patients that polarized lenses are not just for summer use PHOTOS COURTESY YOUNGER OPTICS

10. MATCH IT TO LIFESTYLE

Last, but definitely not least, talking to your customers about their professions, habits, and hobbies can definitely lead to an understanding on how polarized lenses can benefit them.

"Find out if they spend a lot of time playing sports, or on the water, or driving," recommends Montgomery. "Ask people about their lifestyle habits and if they have any problems with glare."

	Speaking with your customers about their work life and home life can help you explain the benefits of polarized lenses to them PHOTO COURTESY OF OPTIMA

The Spec Shoppe serves a large hunting community in the area, so this is an angle they play up for polarized. "Hunters are like golfers," says Montgomery. "They will spend a lot of money for their sport."

At Shasta Professional Eye Care Center, an optometric practice in Redding, Calif., fishing is the sport of choice for many customers, says office administrator Casey Harris, "I fish too. So I can talk about how polarized lenses can help you see the fish and your line better in the water."

For fishing, she prefers a brown-tinted polarized lens. "It is great because it helps you see in shadowy areas where the gray cannot. Even at dusk I can wear brown. It is a higher contrast, so it brightens things up."

One thing to remember is that while polarized lenses can benefit many, they might not be right for everyone. "The only time we stay away from them is with pilots," says Montgomery. "They cannot wear polarized lenses because the gauges in the cockpit are polarized."

Armed with knowledge and an arsenal of presentation strategies, you will see polarized sales soar. "Polarized lenses have no place to go but up--dramatically up," says Montgomery. "But we have to appeal to people's specific needs."