Letters

Letters
Letters from our readers

NO SHAME IN SALES

C'mon guys--those who have been in optical sales should own up to a job not well done. When I wait on middle-aged people who have never heard of AR or aspheric lenses, something's wrong!

The industry suffers from a lack of information and a lack of awareness of the selling procedures; yet, we have the most professional backing. We have all the conditions for growth and abundance in the industry. Never have we had such choices in frames and lenses to offer consumers.

Technicians need to be better educators and better salespeople. It is the salesman's and the Rx writer's responsibility to make the patient aware of eyewear options.

In our industry we tend to think selling distracts from professionalism. Wow! Do the people who think that way have any idea that sales is a professionally designed series of activities that informs and assists customers?

So, let's fulfill our responsibility to the consumer by using our sales procedures to make consumers aware of the developments in the industry.

Penn Smith, Boland Eye Center, Savannah, Ga.

LOOKING FORWARD, LOOKING BACK

I came into the industry in 1952 and was told to "go home and bake cookies"--honest! My own husband said the optical industry did not display and advertise my way. I told him I was not advertising, I was "informing the public."

Apparently, what I was doing was ok, because my husband expanded his location twice and had nine dispensers! The people who told me about those cookies commented on the messages our displays and advertising sent the public.

Manufacturers go to a great deal of expense to promote a product, most of their art work and promotional material is usable for display--with their permission. Three of the pictures (below) are examples of this, and another picture shows a general display of frames from stock.

With display, you show and inform people of new products, fashionable eyewear, and that your store is aware of new optical merchandise. Also, don't forget--a display works for you 24 hours a day!

Jane Hushea, retired Pompano Beach, Fla.