SMART BUSINESS

The Language of Lenses

Personalizing High-End Lens Sales

By Karlen McLean, ABOC, NCLC

Talking about lenses first is a business practice that makes sense. A natural way of dispensing, recommending lenses first makes frame selection more efficient.

It cuts down on random frame choices, which may not work with the lens style needed. Try telling a patient no, they can't have the frame they've selected, and see how quickly they become dissatisfied.

The key to lenses first is obtaining the prescription, and then commenting on what you see there. For example, a high-minus Rx needs thin and light lenses. If a lifestyle questionnaire has revealed, or through discussion with the customer you've discovered, that they are active in sports, the conversation can turn to impact resistant lens technology.

Show and Tell

Today's demo units fit easily into the dispensary and are technologically accurate. New lens demonstrators, lens centers, or interactive touch-screen computers coupled with lens demo software help teach and sell. High-tech demo media can also be displayed on monitors, TV screens, and kiosks.

Think and act outside the trunk show box when marketing your practice's lens expertise. Create your own events. These can be exclusive, or even private, showings for select customers. Offer your expertise as an eyewear personal shopper: Visit individuals and bring frame and lens samples. Personally deliver, fit, and adjust eyewear to select customers' homes or offices.

Health, Safety and Welfare

Addressing eye health, vision safety, and the wearer's welfare shows concern and offers solutions geared toward the customer's comfort. With high-impact resistant lens sales, state at purchase and restate at dispensing the importance of protecting eyes. This goes with UV protective, AR, photochromic, polarized, and photochromic lenses, too, with protection from harmful UV rays, reflections, and glare. Touch on other benefits these lens enhancements can bring the wearer: the latest, best technology; increased visual performance; and relief from eye stress and strain.