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TITANIUM The Eyewear Solution

The word "titanium" is derived from the Greek "titan," which refers to a family of giants. The name was undoubtedly selected because of the material's inherent strength. Titanium is a semi-precious metal known for its lightness, strength, and resiliency.

This dark gray metallic element's atomic symbol is Ti, and its atomic number is 22. It is the ninth most abundant element on the earth, and makes up about 0.6 percent of the Earth's crust. Titanium is also found in meteorites and in the sun. On earth, it exists as the compound titanium dioxide (TiO2) in most igneous rock, and it is also present in plants, the human body, and the ash of coal.

Titanium has a broad range of uses, including many high-tech applications--ranging from aerospace and aviation to automobiles--and is also commonly used in paints, papers, plastics, sporting equipment, medical supplies, marine products, jewelry, laptop computers, and, of course, eyewear. For example, one outside-the optical-industry use for titanium was in building the Apollo space capsules in the 1960s.

Only about five percent of the world's production of titanium minerals goes toward making titanium metal. The other 95 percent is used mainly to make white TiO2 pigment which is used in paints, paper, and plastics.

Currently, titanium is a popular choice for golf clubs. Among titanium's many medical applications is its use in replacement joints, like knees and elbows. Titanium metal is even making its mark in the jewelry industry by edging out platinum as a premier choice in wedding rings, as titanium features a luster and luxury similar to platinum, but without the same high price tag.

TITANIUM EYEWEAR BASICS

After its commercial production debut in the late 1940s, titanium was a relative latecomer to the optical industry. Although titanium eyewear was first introduced in 1982, it is widely used today in a variety of frame parts, styles, and applications.

According to Seiko Optical, titanium currently represents about 25 percent of the eyewear market in the United States. There are several reasons why it has captured one-quarter of the U.S. marketshare.

Among titanium's benefits are:

• Strength
• Lightweight
• Corrosion resistance
• Tensile strength
• Hypoallergenic properties
• Flexibility

What stands in titanium's way to capturing more marketshare is its cost. On average, titanium is two to three times more costly than other metal frame materials, due in part to the inherent difficulty in extracting titanium from its source.

It also requires special manufacturing processes, resulting in the need for constant equipment maintenance, including retooling, and an initial investment in heavier presses, specialized welding processes, and more advanced finishing methods. Also, some inevitable spoilage must be factored into the cost.

Titanium frames--that is, eyewear that contains at least 75 percent Ti--are divided into four categories that are currently on the market. The general rule of thumb is that the more titanium there is in a frame, the more it will cost.

1. Pure titanium carries 90 to 100 percent Ti by weight (true titanium is 99.5 percent). According to the Vision Council of America, a pure titanium frame is one that fits into this category by weight (excluding screws, nosepads, temple tips, and washers). This weight is determined by using the American Society for Testing and Materials (ASTM) commercial grades 1 to 4 as a benchmark.

2. Combination titanium features 75 to 90 percent Ti components. This means that the major parts of the frame are made of Ti, but the trim pieces are not. This category represents the majority of titanium frames that are currently on the market.

3. Beta titanium is an alloy of titanium, aluminum (added to make the frame light), and vanadium (for hardness). The primary benefit of beta titanium to frame manufacturers is that it is more flexible than pure titanium. As a result, beta titanium frames can be made thinner than frames made only of pure titanium. It is also less costly for the manufacturer.

4. Memory metal frames are also known as shape memory alloy (SMA) or nickel titanium. These frames combine between 40 and 50 percent Ti and nickel (that is, NiTi) and feature elasticity or what's called shape memory.

SELLING TITANIUM EYEWEAR

The key to selling eyewear made of titanium, or any other material, is to know your audience. When is titanium most appropriate?

Men. Offer titanium to men who are looking for function, durability, and sturdiness in their eyewear.

Women. For female patients, titanium offers an unbeatable combination of fashion and style.

Titanium is also the right choice when you are looking to fill the specific lifestyle needs of patients such as athletes, engineers, people who work outdoors, firemen, emergency medical technicians (EMTs), police, children, and the elderly, as well as anyone who is technology driven.

Also consider anyone who lives, works, or plays in a saltwater environment, such as regular beach-goers or saltwater fishermen. They will appreciate frames that are resistant to corrosion. Titanium sunwear is particularly good for its anti-corrosion capabilities, since sunwear is worn outside, where people perspire in the heat and may exhibit reactions to other frame materials.

Not only are certain patients perfect candidates for titanium because of either their lifestyle or profession, but others who exhibit particular problems can also be excellent candidates for titanium frames as well. Indicators of potential titanium candidates include:

Corroded frames. Carefully examine the individual's current frame to see if it is corroded and turning colors or is pitted.

Discomfort. The patient may bring up the fact that his or her current eyewear is too heavy, slips down on the nose or is otherwise uncomfortable. All are indicators that titanium is a better option than the patient's current frame material. Telltale signs are nosepad indentations, temple marks at the side of the head, wear marks and/or indentations behind the ears, and even indentations on the wearer's cheeks where the bottom of the frame rests.

Concerns about durability. Look at the patient's existing frame. Does it appear he or she has been tough on the frame? If so, this individual could benefit from the flexibility and strength of titanium frames.

PRESENTATION PROCESS

Whoever the customer, what process should you follow? The answer is simple and easy to implement. It's called "SEDA" for short, and stands for Suggest, Explain, Demonstrate, and Answer.

Suggest. Start by showing titanium eyewear first, suggesting that it's the newest and latest material that fits that particular patient's lifestyle and highlighting titanium's new state-of-the-art technology.

Explain. Be a problem solver by explaining the features and benefits of titanium eyewear. Explaining that a titanium frame will last a lot longer than other frames will help to justify the increased price for many consumers. The best way to do that is to discuss cost-per-wear, pointing out why it is substantially lower with a frame that lasts longer, such as a titanium model.

Demonstrate. Stress the quality and value of titanium by detailing the unique aspects and special styling of a particular titanium frame. In particular, make a point to demonstrate the difference between a titanium and a non-titanium frame, and point out fine details that make titanium a standout.

Answer. Take the time to make sure you've answered any questions that the patient might have about premium titanium eyewear. Simply put, dispenser knowledge combined with a comfortable, professional presentation will result in both consumers' trust and their realization that, thanks to its longevity, a titanium frame is a true value. The result is not just a sale. The result is a satisfied patient--one who is likely to tell others about both their new titanium eyewear and the professionalism of the staff that presented the option to them.

It's a win-win situation. The customer gets a problem solved, or at the very least has been informed about product options, and the dispenser has demonstrated the ultimate winning combination of professionalism and product knowledge.

Titanium's Features and Benefits
Here's a quick and easy guide to discussing the features and the benefits of titanium eyewear. Use this verbiage and "power words" with your patients to best detail and explain the titanium option.
FEATURES	BENEFITS (catch phrases)
Strong	Durable, long-lasting
Lightweight	Superior comfort
Corrosion-resistant	Retains appearance
Nickel-free	Hypoallergenic, allergy-free
Heat-resistant	Maintains shape
Tensile strength	Flexible, holds adjustments

How Do I Know if a Frame is 100 Percent Titanium?

When examining titanium frames or mountings, here are several "tests" you can easily perform to see if the frame is 100 percent titanium: 1. Check the weight of the frame. Titanium frames are noticeably lighter than other metal frames. For example, a frame made of 100 percent titanium weighs almost 50 percent less than the same frame made of stainless steel. 2. The frame should show no signs of corrosion or discoloration. 3. Check for washers when you remove the hinge screw. Titanium will bind with itself, so washers would be required for the hinges to function properly. High quality titanium frames will use stainless steel screws along with the washers.