HANDS ON - HOW I...
Sell Polarized Sunwear to Half of My Customers
by Erinn Morgan

Some dispensaries excel at selling polarized lenses. "About 80 percent of our customers get polarized lenses," says Del Luchi, an optician with Best In Sight, an optometric practice located in Freeport, Ill.

For some, these healthy numbers ring in for both plano and prescription sunwear. "We sell about half of our plano sunwear and 80 to 100 percent of our prescription sunwear with polarized lenses," says Daniel A. Garcia, optician and owner of Vision Consultants, an optical shop with locations in Greenwich, Wilton, and Stamford, Conn. "People are very aware of the benefits, especially if they golf, play tennis, or sail."

Patients are used to plano sunwear and ready for the Rx jump. Shown: Maui Jim style H411-10

How do they do it? There is no mystery to their success. These ECPs believe in the category and take the time to promote it. "I grew up on the beach, so I understand the benefits," says Nick Tyson, practice manager and optician with the optometric practice of Rob Henslick, OD, in Laguna Niguel, Calif. "We sell a lot of polarized because I believe in it."

First-hand experience often creates fans. "I went fishing one day and I couldn't see the fish," says Luchi. "Polarized lenses are a real plus on the water and in snow, too."

The market is ripe for a move into polarization. Plano sunwear today is saturated with polarized product, paving the way for prescription sunwear to join the fray.

UNDERSTAND AND EDUCATE

To reap the rewards of polarized profits, put a little initiative in your presentation. Ask questions to understand your customer's needs, use demonstrators to show off the product, and educate with information and materials from your suppliers.

Some suggest starting off by asking your customer questions to learn about their habits and needs.

"We ask questions like 'Do you golf? Do you surf? Are you on the computer all the time?' says Tyson. "People like to talk about themselves, and they will identify their own needs. Everybody really needs about 10 pairs of glasses. But not everyone is going to buy 10 pairs."

Once you understand the customer a bit better, you can educate him or her on how polarized lenses will benefit their lifestyle.

"We educate them about a good lens," says Garcia. "We explain the difference between non-polarized and polarized."

The dispensary staff also uses careful questioning about what patients are wearing in plano sunwear to help boost their Rx polarized sunwear sales.

"All the sports sunwear lines now have polarized lenses. Since they already have it in their plano sunwear, they want exactly the same effect in their prescription sunglasses," Garcia says.

Some believe it is also important to educate customers about the disadvantages of polarized lenses. "You also have to forewarn the patient about potential downsides of polarized lenses," says Tyson.

In particular, Tyson says he lets potential users know about interactions that may surprise new users, such as with tempered automobile glass and LCD screens. "If the wearer gets a rainbow effect when they get in their car, they will think you're crazy for recommending polarization. You need to explain that there are some shortfalls, but the advantages outweigh the disadvantages."

A demonstration unit helps sell polarization IMAGE COURTESY OF POLAROID

TRICKS OF THE TRADE

Show and tell presentations are powerful selling tools. Once you have done the discussion, it is time to move on to the visual presentation.

Demonstrators. Many dispensers employ the polarized lens demonstrators from their suppliers. "I have a really cool little tabletop unit," says Tyson.

"There are three or four different scenes that you can slide in and out of it, and it has a lorgnette on top with polarized lenses. I would say about 99 out of 100 patients buy polarized once they see this demo."

Printed materials. Brochures and other printed educational materials can also be effective tools. "I have a brochure that shows how polarized lenses work," says Tyson.

When the office is busy, give waiting patients product literature on polarization. "By the time you get back to them, they've already decided they want it," Tyson notes.

The great outdoors. One of the greatest demonstrators is right out your front door. Show customers how polarization can reduce glare reflected off cars and other surfaces on the street or in your parking lot.

"We have the demo tools, but I'll also just put a pair on a patient and walk them right out the door," Tyson says.

Most customers who try polarized lenses will keep coming back for more. The key is to share the features and benefits with them—education will empower their decision-making.

Notes Tyson: "The simplest thing to do is put it out there."