3 Questions Guaranteed To Increase Your Optical Sales
You Don’t Have To Be Pushy Or Twist Arms To Sell More Eyewear, You Just Have To Ask The Right Questions
One sure way to increase the amount of optical products you sell and dispense is to ask the right questions, at the right time.
Yet, many ODs are hesitant, even timid, when suggesting eyewear to patients because they don’t want to come across as pushy.
If that’s you, I understand, because I personally do not advocate the concept of ‘overselling’.
However, in most cases, 'helping' your patients spend $200 every 2.5 years for one pair of glasses they will use for work, play, sports, dress and driving isn’t serving their needs.
One pair of glasses is no more in the best interest of your patients than convincing a person they should wear one pair of shoes for work, exercise, dressing up and hanging out.
Are Shoes More Important Than Eyewear?
Just think about it. A full-time spectacle wearer likely has more money invested in shoes they wear less than once a month than they do in glasses they wear all day, everyday for two years.
How does this happen on such a regular basis? Is it because so many consumers can only afford one pair of eyewear?
Of course not! It’s because ODs and their staff routinely do a poor job of finding out what the patient’s true visual needs are and then offering reasonable options to help meet those needs.
A Big Part Of Your Job Is To Ask The Right Questions
With the goal of meeting your patients’ needs, here are three key patient interactions that present an ideal opportunity for you and your staff to present the concept of multiple eyewear.
1. When Confirming The Appointment
“Hi Mrs. Smith, this is Mary from Dr. Seewell’s office. I am calling to confirm your eye appointment for 10 am on Tuesday. Please be sure to bring all the eyewear you currently use, including any non-prescription sunglasses and reading glasses.”
There are two purposes for this request: a) find out what eyewear the patient is using and b) plant the seed in their mind for how they might obtain high-quality multiple pairs of Rx eyewear when they visit your office.
This excellent practice management tip was given to me by Mike Petrie, former optician and currently a ClearVision frame rep in Ohio.
2. During The Case History
One of my all time favorite tips — this idea comes from my good friend, speaker, writer and practice management consultant Neil Gailmard, OD. www.gailmardconsulting.com
For those of you who don’t know Dr. Gailmard, he has a $3M+ one location professional practice in Munster, Indiana.
When taking the case history prior to a patient’s exam, Neil’s technicians ask this simple question, “Are you planning to get new glasses today?”
Brilliant! If the patient says yes, “I plan to get new glasses,” you don’t have to give them a sales pitch when they have a marginal change in prescription.
An affirmative answer is an invitation for you and your staff to offer the patient their latest prescription in sunglasses, computer glasses, golf glasses or whatever they want.
However, when a patient says, “No, I don’t want new glasses today,” the information makes it easy for you to avoid being pushy.
In this case, just be totally honest. “Mrs. Jones, I have good news. Your eyes are healthy and you don’t need a prescription change.”
3. Just After The Exam
This is a question I think the doctor should ask just after explaining the results of the eye exam to the patient.
“Do you like the frame and lenses you have now or do you want to see some different styles?”
This gives the patient an opportunity to tell you what they want to do.
The last thing you want to happen is for someone who wanted new glasses to leave your office empty handed because you told them they didn’t need a change in Rx.
Don’t miss the opportunity to grow your practice by filling both wants and needs.
The Answer Is Always NO If You Don’t Ask
The lesson of this blog is: Learn to ask open-ended questions that allow patients to tell you what they are thinking.
Do that and you don’t have to twist arms or oversell.
Many of your patients will buy new glasses and multiple pairs if you just explain the advantages and give them the chance to say YES. Regards, Jerry Hayes, OD
Agree with this blog? Disagree? Have a comment or question of your own? Click here to send me an e-mail.
Disclaimer: The information and opinions contained on this site are for discussion purposes only and are NOT intended to serve as legal, accounting or investment advice. ©2009 Jerry Hayes, OD. Not to be reproduced without written permission of the author.
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Very excellent way of
Very excellent way of presenting the options. It is like my closet; how many pairs of shoes do I have in my closet for different uses.