Photochromic Profiting and Positioning

5 Steps to successfully selling photochromic lenses

While healthy sight is the first priority for every eye health professional, it is critical to be aware of the business side of optical dispensing as well. Without turning a profit, you will not be able to stay open to provide your patients with eyecare.

Looking at your income statement, it's clear there are two means to increase your profitability: raise revenues or cut expenses. Real growth in income, however, almost always comes from growth in revenue.

Three areas that, if increased, will boost your practice's revenue: patient appointments, capture rate, and revenue per patient. Average revenue per patient will vary by market, but a benchmark is $275 per patient. What is the best way to reach, and exceed, that average? Dispensing multiple pairs and high-performance, premium products.

The following is a five-step guide to building your bottom line by presenting—and dispensing—a leading premium product: photochromic lenses.

KEEP IT SIMPLE

1) Although photochromic technology is quite extensive, presenting it should be simple and streamlined.

Covering the basics of the latest generation of photochromics should include mentioning the following:

Clearer indoors. The latest photochromic lenses are as clear as regular, hard-coated lenses indoors and at night.

Darker outdoors. The latest photochromic lenses become truly sunglass-dark outside.

Faster to fade back. Modern photochromic lenses have significantly improved fade-back.

Protection factors. Today's most advanced photochromic lenses block 100 percent of harmful UVA and UVB radiation and provide UV 400 protection, meeting all the internationally recognized standards for UV blockage, including ANSI Z80.3.

PRIMARY PRESENTATION

2) Present photochromics as the perfect primary pair, the best alternative to clear lenses. Don't present them as a replacement for two pairs. A pair of sunglasses should still be recommended.

Doctors are comfortable recommending progressive. Why? When a patient is presbyopic, most doctors can move smoothly from exam to recommendation because this aligns with diagnosing and prescribing.

Yet there are other vision problems for which patients need solutions—glare, computer vision syndrome, high prescriptions—that doctors are well equipped to address but don't.

Other than progressive lenses and polycarbonate, the staff is recommending lens options more than the doctor. If the doctor has not recommended the option, the staff's recommendation is not as effective.

Once you have the doctor's recommendation, be ready to wow patients with a demonstration. Consider the following introduction:

"Let me take a minute to show you just exactly what photochromic lenses are. They are clear lenses that turn dark when exposed to ultraviolet light…sunlight."

Then, demonstrate activation with a brochure, lens, or demo unit.

Technical Selling

Comfort and convenience are consumer hot buttons when it comes to cars, computers, cell phones, and other forms of technology, and photochromic lenses fit into that technology mix. So, in addition to addressing the visual health benefits of photochromics, it pays to specifically touch on wearing comfort as well as the convenience of having lenses that adapt to the wearer's environment. When it comes to presenting photochromics, put their technology into perspective with their other conveniences. Ask: How much is your average cell phone bill? How about cable TV, or satellite, TIVO? The internet? Cell phones allow you the freedom to live your life and not miss a call! The average monthly cell phone bill is almost $100. Cable TV gives you hundreds of choices so you can always find something you like on TV. People spend $500 or more on cable TV every year. The internet gives you the power to shop, look up vast amounts of information, and talk with friends from the comfort of your home. Average internet bill is $25 monthly.

Benchmarking Basics

Benchmarks are an important management tool. They give us standards against which to measure our performance. They also are an objective measure of progress toward our goals. Depending on your practice, you may want to look at the industry average as a benchmark. Or you may want to look at benchmarks that can build up your practice into a million dollar operation. Certain key statistics must be kept in order to monitor how you are doing. SUGGESTED KEY STATISTICS TO TRACK DAILY 1. Gross revenues 2. Receipts (revenue less discounts, bad debt, etc.) 3. Appointments made 4. No-shows 5. Existing patients/new patients 6. Capture rate 7. Revenue per patient 8. Product breakdown by percentage (design, lens treatments, materials) 9. Multiple pairs sold 10. Contact lens fits A critical area for benchmarking is your income statement. How much should your practice be spending on staffing, or on marketing expenses? While percentages vary depending on the type of practice—heavy managed care, high-end fashion, etc.—these benchmarks are a valuable reference.

THE PERSONAL TOUCH

3) When discussing all the benefits of the eyewear to patients, explain how each feature will enrich them personally. Also, be ready to discuss the issues that will impact an individual's buying decisions.

ISSUE: "They cost too much."

Response: Looking at CPI (Consumer Price Index) data for the period from 1986 through 2003; virtually all health care costs increased at a rate almost twice that of all consumer prices. The exception to this is eyewear and eyecare.

Bottom line is that during a period when other health care costs exploded by as much as three times, eyecare and eyewear did not keep pace with inflation.

ISSUE: "They're too dark for me."

Response: Photochromic lenses have advanced greatly in technology. The new products are clearer, darker, and faster than ever before. Also, the medium lens shades in less bright conditions keep them at appropriate levels for good vision in any light.

ISSUE: "My insurance doesn't cover them."

Response: Are you sure? Let me check! Then continue with: But, even if your insurance doesn't pay for photochromics, you can still choose to upgrade your lenses for a nominal cost. The difference in clear lenses vs. photochromic lenses is really not that much.

When finished with your presentation, be ready to move forward in a timely manner. A simple "yes" response is your signal to end the presentation and write up the order.

CLOSING REVIEW

4) Review orders completely. Present the price as a lump total, but review the product benefits individually.

Even if you've itemized the ticket, quote the final total price at the end of the review and phrase it as a benefit. The following is a rundown of the closing review process.

Begin with: "Let me review your order with you, Mr. Jones, just to make sure I've noted everything correctly…You've selected a titanium frame so these will be comfortable and light. I'll be ordering progressive lenses that I've measured carefully to ensure your vision will be its best."

Continue to: "Your photochromic lenses will block UV and adjust to any lighting condition automatically. And, an anti-reflection coating will be applied to both the front and back of your lenses and will eliminate those annoying reflections that have been bothering you."

Close with: "The total cost of your eyewear is $529. Your insurance plan discounts the total to only $329. You'll have the latest frame and lens technology and have saved $200."

FINAL CONTACT

5) When your customer returns to pick up his or her eyewear, be sure to activate their glasses and have them look in the mirror.

Remember to give your customer authenticity certificates and a use and care guide for their new eyewear. EB