INSIDER’S VIEW

It’s Showtime!

The first moment of customer contact is critical. Ken Schwartz tells you how to make sure it’s a winning one

Welcome to Insider’s View, where I look forward to sharing some of what I’ve learned in more than 40 years on the retail and wholesale sides of optical—including several years as owner of Eyes of L.A. and co-founder of Oliver Peoples. I hope some of my experiences will help you grow your business, as it did mine.

The greatest asset of any company is its people. That’s you, me, and everyone else who has ever been in eyewear sales, Rx fulfillment, and eyeglass dispensing. We are the ones on the front line, whose initial contact with a client is key. So, let’s break it down into some tools to use in that critical moment.

THE SHOW

I would say, “It’s showtime,” to myself every time I stepped onto the sales floor at Oliver Peoples. That’s actually a throwback statement—used by one of the Lakers’ greatest teams, with Kareem, Magic, and Big Game James Worthy—that would remind me it was “game on.”

It was also my trigger for remembering how I measured success, which was being able to make an impact on what mattered most—the ability to deliver one of the greatest of all gifts: vision. That’s an incredibly big miracle! OK, I said it…and it’s true.

THE GREET

Great, upbeat, and informative communication is the key to success here.

What do you say as an opener? If it is, “Please, feel free to browse, and let me know if you would like some assistance,” that’s perfect. It can be followed up in a few minutes with: “Let me know if you have any questions” or “May I show you some of the frames that are not in view?” Most important, listen carefully to what the client tells you.

THE ASK

“Are you a returning client or is this your first time here?” Either way, introduce yourself, hand the client a business card, and listen carefully when he tells you his name. Go write it down if need be. Whatever trick you use, it is critical you remember.

THE ACKNOWLEDGMENT

Acknowledge someone immediately, even if you’re unable to assist him or her right away. Your relationship should be solid enough with the client you’re speaking with that you can excuse yourself for a minute. Trust me, the client you are with will appreciate you taking a brief moment to say hello to the new customer. In fact, you will get points for that. We have all been ignored and didn’t like it.

Nobody taught me more about how to assist multiple clients than optical legend Arnie Freeman. He was a master and would eventually have them engaged with each other in conversation, and then close multiple sales. It was, and is, all about integrity, honesty…and conversation!

“INTRODUCE YOURSELF...AND LISTEN CAREFULLY WHEN HE TELLS YOU HIS NAME. GO WRITE IT DOWN IF NEED BE. WHATEVER TRICK YOU USE, IT IS CRITICAL YOU REMEMBER.”

— KEN SCHWARTZ

THE SIZE-UP

You’re in the fashion business, so take note of the client’s style and overall look.

With men, watch how they move. Are they meticulous enough to put the frame back the way it was? Are they manscapers? What shoes are they wearing—if they are wearing dress shoes, are they well kept, scuffed, old, or out of style? Is their watch a Rolex, Swiss Army, or Swatch, and is there a commonality or a disconnect between the shoes and watch?

For women, I look at shoes, jewelry, hair, and make-up. DON’T judge them, but DO use these little insights to guide conversation and get a sense of their style before frame selection.

THE OPENING

Hopefully you’ll have the client’s prescription or he or she is wearing something you can use as a guide. Apply what you know about optics and keep the conversation moving by talking about the Rx and what frames are best suited for it.

Now is the time you’ll need to find out a little more. If the client is returning, a patient record will be of great help. Explain that the goal is to find out what he wears the glasses for and what the expectations are. This requires discussing some personal “stuff”— what he does, where he does it, and what isn’t working anymore. The client should feel confident enough with you at this point to discuss all these topics comfortably.

Computer screens, keyboards, tablets, cell phones, instruments, and printed material for occupations such as accountants, scientists, musicians, truck drivers, astronomers, etc., will come up. All of these occupations and hobbies have specific visual needs, and it’s your job to identify them. This will make you a “star” when you dispense their glasses. (Stay tuned for more on this when I address the lens selection process in this column.)

THE CONVERSATION

You are completing the order. That means it’s time to talk about things other than optics. There are two reasons.

First, you need to watch how the client moves his or her eyes so you can place the optics for optimum vision. Second, optics is boring to most consumers, so strengthen your new relationship with conversation about positive local events (other than politics!). Every part of the country is different, even down to the neighborhood level. So, there is always a great conversation to be had. For example, if you live in Austin, TX, you need to know a little about music, a little about high school football, a little about theater, and a little about Texas A&M.

THE GOAL

Whether you live in Los Angeles or New York, Wichita or Walla Walla, know your community, and know your customer. If you’re in Topeka and your client is wearing “rough out” boots and a Western shirt, you should probably lean more toward conversation about rodeo championships than performances at the Kennedy Center.

It’s all about trying to find common ground, so people feel free to tell you about themselves. No matter where you are, this is the way to build lasting relationships and a strong, loyal practice base.

— Ken Schwartz

SAY WHAT?

DO

…say MAY instead of CAN.

…say ASSIST instead of HELP.

DON’T

…say “Can I help you?” It’s too cliche’. …just say the words; actually practice them. The more you use them, the more refined and genuine you will seem.