Lens Tales Increase Lens Revenues

Sales pros share their secrets about memorable top-dollar sales experiences and how those transactions permanently changed their practices' way of selling for the better

By Karlen McLean, ABOC, NCLC

When it comes to sales, especially lens sales, you tell us you're looking for outside-the-box ideas and initiatives, and plans with tangible results.

We asked some ECP selling experts for their best examples of successful lens sales experiences that resulted in increased profits, referrals, and confidence on the sales floor, be it the dispensary or the exam lane.

ASK, ASK, ASK

It never hurts to ask—and keep asking—questions. And targeted questions work best. “I ask customers about their sunglasses when they order an everyday pair,” says Madeleine Kruhsberg, ABOM/owner of Optique of Denver in Denver, Colo. “I ask them about their hobbies and detail what's popular in our area, like mountain biking, skiing, playing music, hiking, golf, woodworking, and needlepoint. I even ask about walking the dog. A pair of glasses with photochromic lenses is ideal for this task, since photochromics will accommodate all weather.”

KNOW YOUR NICHES

Know when a general single-vision lens or PAL just won't cut the mustard, and when a more highly specialized lens option is best. In other words, know your niches.

“For example, At Last! is a niche product that I find works for those patients who are wearing lined multifocals but can't adapt to PALs,” Maria Moody, manager of Moody Eyes, located in Indianapolis, Ind., says. “The price is similar to the price of our 'best' category, digital PAL designs in polycarbonate.”

WIN WITH THIRD PARTY

Here are a few managed care strategies that work for ECPs.

● MATCHING DISCOUNTS. Because VSP requires participating practitioners to give VSP patients 30 percent off multiple pairs, Eric M. White, OD, in private practice in San Diego, Calif, has chosen to offer 30 percent off multiple pairs to all his patients.

● STRESSING LENSES. Andersen Eye Associates in Saginaw, Mich., has success selling to managed care patients, even in a state that's been heavily impacted by the economic downturn, says Roxanne Slancik, optical department manager,

“Our PAL sales are 50 to 55 percent of our total multifocal sales, and our AR percentage is 45 percent,” she reports. “Our average sale to our customers with vision plans is usually over $400, while our average sale to our private pay customers averages around $350.”

This is because the practice puts emphasis on what will benefit patient's visually, discusses lens options before frames, and offers “the best products available with the least amount of problems.”

MULTIPLE-PAIR MINDSET

As several of our interviewees pointed out, who actually has only one of anything these days?

“You can never have too many eyeglasses,” Kruhsberg affirms. “So how many pairs of black pants do you have? How many pairs of shoes?

Do you wear your tennis shoes with you little black dress or your biking glasses with your power suit? If your answer is yes, we need to talk!"

● UPDATE PATIENT INFO. Update each patient's information, since job, hobbies, and other activities may have changed since their last visit, and offer multiple pair opportunities.

“When the patient comes in, it's important to update their information, addressing multiple pairs,” White says, “so when I go into the exam room to see the patient, we've both been thinking about what they're going to need to help them maximize their vision. I also tell them we offer 30 percent off multiple pairs, which has increased multiple pair sales significantly.”

● SWEETEN THE DEAL. Offer only the best for every situation, reiterate why, then sweeten the deal.

“I tell my customers that the products I'm discussing with them are something that I also recommend to all of my family and friends, as I only want them wearing the best,” Slancik says. “We address additional pairs during the first sale and offer multiple pair discounts. When customers pick up their initial pair, they're given a coupon for discounts on other purchases within 90 days, which also serves as a reminder about the other pairs that we've discussed."

A+ IN ANALOGIES

“Don't be afraid to use analogies,” Slancik advises. “It's important that customers understand the differences in what appear to be like products from different manufacturers.”

● CAR ANALOGY. Says Slancik, “I like to use a car analogy: 'You don't expect the same performance from a small Chevy that you'd get from a large Cadillac' In an automotive state like Michigan, people can relate to this.”

Slancik also tells patients that good and better products may be older technology, as opposed to the best category's newer technology: “To some this matters as well."

● TV ANALOGY. Plugging in a familiar technology can work for some consumers. “I've jumped on board with digital PALs,” White says. “I explain digital PAL benefits to patients and compare standard and digital PALs to analog TV vs. HD TV People can relate to this easily.”

● DEMO TOOLS. Using demonstration tools helps close the sale.

“I use a multifocal demonstration set that's been available from a lens manufacturer for years,” Kruhsberg says. “It's good to talk about PALs, but it's better to show and tell.”

She also shows patients the difference between non-polarized lenses and polarized lenses.

Kruhsberg suggests, “If the plano lenses they choose don't have polarized lenses, I have a supply of plano stock brown and gray polarized lenses that I can cut to fit the frame in five minutes while they wait.” EB

FOUR PATIENT PROFILES

Here, our ECPs tell us about actual patients and how changing the patient's mindset resulted in both profits and improved patient service.

PROFILE #1: MULTIPLE PAIR. Combine location and convenience to make sales, as Madeleine Kruhsberg, ABOM/owner of Optique of Denver in Denver, Colo., does: “An 80-some-year-old man bought 17 pairs of glasses from me in nine months,” she says. “He needed them in his truck, at his office, in every room of his house, and sunglasses as well as reading glasses.”

PROFILE #2: UPGRADING. Customized PALs can work in insurance situations. Pat Kuhl, HFOAA, of Eye Care Optical in Montgomery, Ohio, notes: “A patient came to our office with a new prescription. He was unhappy with his current no-line bifocals. His job included walking from office-to-office, working at a computer, and reading lots of data. He wanted a lens for all these tasks within his insurance allowance.

“I explained that we could eliminate his visual concerns, but that a basic insurance PAL was not the answer,” Kuhl says. “He needed a 'technologically enhanced' PAL, which would be partially covered by insurance.

“I offered him a customized PAL, explaining how much more this lens had to offer. After detailing features and benefits and how this new free-form design was going to satisfy his visual needs, he added AR as well."

PROFILE #3: WARDROBING. “A patient with a significant Rx was debating whether to use an existing frame or purchase a new one,” Kuhl relates. “Since the pair was in good shape and looked great on her, I said it would be a good idea to upgrade the Rx in her frame and asked what condition her other frames were in.

She said, “What other frames?”

“I answered, 'These are certainly not your only pair of glasses, especially considering your Rx?' and explained how she couldn't afford to have only one pair if she broke them. She's now a happy multi-pair wearer and appreciates the benefits of building an eyewear wardrobe."

PROFILE #4: QUALITY. Maria Moody, manager of Moody Eyes, in Indianapolis, Ind., recalls a fire chief was wearing lined trifocals in poly when he visited the practice. He had tried many no-line bifocals and wasn't happy with his peripheral and intermediate vision.

Moody explained the drop ball test and different lens styles. “He was aware that getting the best wasn't the cheapest, but he was in need of the best quality,” Moody says.

Two weeks later, another firefighter visited the office, referred by the fire chief.

Moody notes: “He explained that his chief is one of the hardest people to please and rarely recommends businesses, so he knows we're good.”

In The Money

Never forget that eyewear is an investment that each patient makes, not only in product, but in you and the practice. And be prepared to walk your talk. "I know a pair of glasses can be a large investment at first, but compare buying those glasses to purchasing a nice suit, a pair of good shoes, or even a handbag,” Madeleine Kruhsberg, ABOM-owner of Optique of Denver in Denver, Col. says. “Think about how many times those things are worn, then look at how much eyeglasses are worn. Eyesight is so important for the quality of anyone's life. Are you going to skimp on seeing?” Here are a few examples of how eyewear can be priced to your profit advantage, while still presenting it as affordable and therefore appealing to patients: