FORE SALE

If you want to stay out of the sandtraps with your local sportsmen, rethink the way you sell

BY LINDSEY ASPINALL GETZ AND KARLEN MCLEAN, ABOC, NCLC

The sporting goods industry brings in more than $50 billion dollars each year. Yet many ECPs report that sports eyewear remains only a small segment of their sales. So how can you reach out to this growing market? Our experts say the key is personalized service. You'll need to truly understand what your local sportsman is all about to gain him as a customer.

MAKE A CONNECTION

The sportsman category includes not only dedicated athletes, but also those who enjoy a sport as a recreational hobby. It's crucial to reach out to every man as a potential sports eyewear consumer, says Roxanne Slancik, ABOC, NCLE, optical department manager of Andersen Eye Center in Saginaw, Mich.

"Use lifestyle questionnaires to find out their interests," she says. "Opticians can use this information to offer specific products."

Striking up a simple conversation can prevent a sale from walking out your door. If you can make a personal connection—even better.

"I get the most sales from talking about sports I participate in," says Mark Cohn, OD, in private practice in Bellevue, Washington. "They'll ask about what I wear."

Wraps keep allergens out of eyes. Shown: adidas style On Par II S (a153) by Silhouette

GOLF LENS BASICS

A good golf lens is non-distorting, so it offers a consistent viewing line, for example, no gradient tints or mirrors. Lenses that are impact resistant to the highest impact standards and 100 percent UV protective are a must. Then golf frame basics: Wrap styles help protect not just the eyes, but the skin around the eyes, and offer a wider, protected view. These features appeal to eye health and golf performance needs. Most players generally fall into two categories, field and analytical. Field players tend to prefer gray lenses and analytical players usually go with a copper shade. Some pinpointed reasons to wear golf sunwear include hazards like bunkers (white, glaring sand) and water (glare), protection from dust, debris, and allergens, and plano protection and comfort for CL wearers. On a top playing level those reasons extend to sheen on grass, identifying the grain, spike marks, bugs, and "very small stuff" that can affect a shot. There's also the psychological advantage: Sunglasses are a cool fashion statement, can accessorize outfits, and may intimidate other players. External marketing to golf clubs and specifically club players can pay dividends. Golf clubs now sell sunwear in pro shops. There's no reason your practice can't approach club pros to educate them about quality sunlenses and frames. Club players are wearing and recommending sunwear. For example, Matt Killen, a professional golf instructor and swing coach, wears photochromic sunlenses and recommends them as a preferred eyewear option to professional players. "My vision plays a huge role in my career, and, for golf, the lenses provide the best possible visual performance for me in changing light conditions," he says. "Plus, I'm out in the sun all day and it's nice to know my eyes are being protected from UV and glare." If you're a golfer yourself, share golf eyewear advice with your club pro and bring options for him or her to try. Visit other golf clubs in your area to offer your services as well. OF COURSE, PALS A recent study conducted with 30 presbyopic golfers, all current PAL wearers, found that certain PALs were preferred on the golf course. Participants were asked to evaluate various aspects of play such as driving, chipping, putting, wedge shots, reading the scorecard, and walking. The double-blind study showed that PALs, with careful consideration of necessary components and proper fitting, can be an option for good golfing. "The 3M Championship tournament on the Champions Tour (seniors) is held just down the road from our practice," says Mike Stack, optician at Blaine Eye Clinic in Blaine, Minn., Matt Killen (l), a professional golf instructor and swing coach shown here with Pat Huot from Transitions, wears photochromic sunlenses and recommends them as well "We have CEOs from major corporations as patients. They perform daily activities like driving and sports activities like fishing while wearing PALs. Why should golf be different?" Stack, a +2.50 presbyope and a golfer, speaks from personal PAL experience as well. "I tried golfing without PALs and it drove me crazy," he says. "I remade my single-vision golf lenses to PALs." Dirk Massie, OD, of Performance Eye Care in Swansea, Ill., agrees that PALs can work well for golf, although he generally fits single-vision distance lenses specifically for the sport. "If we're fitting PALs for golf, we take patients to a putting green that we have here at our practice and mark the seg heights while patients are addressing the ball in their usual stance," he says. Grove Eye Center is located in a retirement/recreation/tourism area in northeast Oklahoma. B.R. Yandell, OD, normally fits PALs, and occasionally single-vision, for golf. "We fit PALs at the standard seg height and fit flat-tops really low," Yandell explains. "We tend to fit rimless and metal frame styles with nosepads for PALs, which can be adjusted for wearing comfort and better visual comfort." He initiates the golf eyewear discussion by asking patients what glasses they use for golf. Then his two assistants follow up with the patient on his recommendations. Stack adds that wearing PALs for golf has two added benefits: "One, they're able to read the scorecard. Two, PALs force them to keep their head down when putting." PHOTOCHROMIC VS. POLARIZED While everyone agrees that impact-resistant, UV-protective lenses are a necessity for golf eyewear, photochromic or polarized lenses are a gray area that largely depends upon wearer preference. It's generally accepted that someone can read the hills, valleys, and curves of greens more easily with photochromics than polarized lenses, but that polarized lenses offer better protection from glare from surfaces like sand and water. A recent solution to may be polarized photochromic lenses, such as DriveWear or Oakley Powered by Transitions lenses. "I'm using DriveWear polarized photochromic lenses for golf with great success," Stack says. "The brown-based tint variations and photochromic changeability combined with the anti-glare performance of polarization works best for the variations in climate and performance demands of golf." Unlike everyday golfers, golf pros have the advantages of scouting and caddies, so they know the grain of each hole prior to each shot. "Photochromic lenses are good for reading greens and detecting the lie of the grass; what direction the grass is bent," explains Massie. "There's sheen when the grass is bent away from you that isn't apparent with polarized lenses, but is visible with photochromics. We sell a lot of photochromics with AR for golfing." "Photochromics also work well when there are rapid weather changes," Massie adds. "When it's drizzling in the morning, hazy mid-morning, and sunny by noon, photochromic lenses adjust to the course conditions so one pair of glasses can take you through an entire round of golf." In the end, however, one pair of golf eyewear may not do it all. Photochromic lenses may work well most of the time, while polarized lenses are preferred by others, or vice versa. Finding the right match for the right conditions is often established through trial and error. While most golfers prefer copper/brown tints for better contrast, some like gray tints. And copper may perform well in certain conditions, for example, when more definition is needed, while gray may do better in bright sunlight. Some may prefer a dark tint, while others a medium or even light shade; or different tint densities can be recommended for varying climates and environments, for example, brown for early morning haze and gray for noonday sun.

Draw from personal experience when talking to sportsmen, adds Slancik. "We all know someone who likes to fish, play golf, baseball, or tennis. Talk to them about what has worked for those individuals."

Discussing needs on a personal level also gives you the opportunity to find out about your patients' safety habits. "I find that if a patient plays sports on the weekend, for some reason they feel they will never get injured because they're not doing it all the time," says Lois Scheer, optician and manager of Eye Associates of Winter Park in Winter Park, Fla.

POWER UP YOUR MERCHANDISING

If you're looking to entice the sportsman, consider making a few changes in your merchandise positioning. Move your displays out of the back of the dispensary so display cabinets can be easily seen as the consumer walks into the office.

"Men need to be able to actually see something tangible to spark their interest," says Slancik. "Include props such as golf balls and tees, baseballs and gloves, and fishing rods. These items will attract the sportsman's attention."

Also be sure that your countercards are doing their job.

"Any countercards from vendors [placed in this area] should depict the eyewear being worn while someone is actually participating in a sport," adds Slancik. "Place it near the props to give your male customers an idea of what is available to meet their specific needs."

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Finally, make sure that your displays are fresh and current. Change sports props depending on the season and update your countercards when you get new ones. After all, your same patients who play golf in the summer may be looking for ski goggles come winter and if they see a change in display, it just might catch their attention.

BRING HOME THE SALE

Presenting sports eyewear takes patience, Cohn notes. "There are some great products available, but all too often, it's an exercise in frustration over the individual saying they don't need to wear sports eyewear," he says.

Ventilation makes for more comfortable play. Shown: Oakley style Radar

FROM THE PRO

Australian golf pro Robert Allenby hits the links in his sunwear Robert Allenby, an Australian-born professional golfer who turned pro in 1981, is currently 23rd in the FedEx Cup standings, 49th in the Official World Golf Ranking, and 27th in PGA Tour money leaders. This native Aussie knows a lot about not only golf, but eye health and protection. In an exclusive interview, he shares his golf vision tips with EB. EB: Why do you choose to wear sunglasses when golfing? RA: Number one, to protect my eyes. There's glare from the sun all over the world, especially where I'm from in Australia, where we're closest to the ozone layer. A few years ago I started getting a growth in the left corner of one eye which began creeping toward my iris. When I started wearing sunwear, it stopped the growth from spreading. That's proof that protecting my eyes from the sun is a good health decision. I have great eyesight and don't need to wear glasses, but I choose to wear them to protect my eyes. EB: How has wearing sunglasses impacted your game performance and your self image? RA: Polarized lenses help take glare and shine off the green so I can see the line better. As far as my image, I'm recognized for wearing sunwear now. It's a win-win: I'm looking after my eyes and get good [visual] clarity, plus wearing sunglasses distinguishes me from other players. In the 1990s, commentators asked us not to wear sunglasses so the viewers could see the players faces and expressions. I switched to lenses with a lighter tint, but with the same lens quality and clarity. EB: What lens colors and tint densities do you wear when golfing? RA: I have several pairs of sunwear for casual wear, but on the course I wear only one pair: a polarized copper 50. The color helps me see the definition of the grass and covers all climates and light scenarios. The frames fit well, they're comfortable and they don't slide down my nose, which is important during competition. This is a personal preference; others may wear gray lenses or darker lenses, and some may change to different lenses. EB: What advice do you have for everyday golfers? RA: I 100 percent believe in wearing sunglasses and think sunwear should be mandatory equipment. UV and glare can do so much harm to eye health and performance. Your eyes are the most important thing. If you lose your eyes, you lose everything. When golfing awhile back I noticed a lot of tension in my body when I squint. Squinting creates tension in my jaws, through my neck, shoulders, and into my hands. If my eyes are relaxed from wearing sunglasses, the tension releases. I don't get headaches and I don't have tired eyes at the end of the day. So wearing sunglasses helps me be a better player. I wear sunglasses off the course, too, and my whole family wears sunglasses. It's healthy for all of us.

When selling to the sportsman, realize that they care more about how the product can make them a better player than how it looks.

"Sportsmen are interested in the performance of eyewear," says Slancik.

In fact, they may be more interested in the performance factors of sunwear than the details of sun protection, adds Scheer.

"If we can tell each sportsman how the eyewear will improve their game, whether it be better night vision, increasing contrast, or something else, I think they are even more receptive than when we put the focus on the protection aspect," Scheer says.

When making a presentation, skip right to the end result of their purchase. And be very clear about what results users can expect.

"For example, golfers would benefit from sunglasses that will make it easier for them to read the greens for accurate putting," Slancik says. "Tell them that lenses which enhance the contrast of the green color spectrum are a must for their game."

Many patients don't even realize what's out there or had a bad experience with sports frames in the past.

Education is key, agrees Cohn. For example, patients who have worn ski goggles, says Cohn, may have had a cheap pair that kept fogging up. So they need to be educated on new product offerings in order to consider another purchase.

Bottom line: If you take the time to get to know his leisure pursuits, and put your focus on educating him on the performance benefits of sports eyewear, you'll gain the favor of the local sportsman. EB