Illustration by Michael Dinges

You've seen it before: Familiar faces trying on a variety of sunwear -- Calvin Klein... Ray-Ban... Nicole Miller... Serengeti... Maui Jim.

You watch as the salesperson dangles the merchandise in front of them. You study them as they take the glasses and put them on, methodically settling them on the bridges of their noses. You can't help but stare as they turn their heads from side to side, preening from every possible angle.

Unfortunately, you can't reap any joy from the thrill you see on their faces. For the counter they're standing at and the mirror they're beaming into isn't yours. Neither is the hand that reaches out and plucks the credit card from theirs. Instead, you are simply a spectator, observing them as they make their purchase at the local retail boutique, and you can't help but wonder why you weren't able to hook them into buying their new shades from you.

After all, they just purchased their new ophthalmics at your dispensary a few weeks ago. You wrack your brain trying to figure out what you did wrong. Were you not aggressive enough? Do you have enough sunwear displayed? Should you have advertised in your local paper?

Maybe it's just one thing that's been hampering the growth of your sunwear business. Or, maybe you've been doing a number of things wrong and didn't realize it until now. But, regardless of the reading on your error barometer, now's the time to do some damage control and watch your sunwear sales skyrocket.

Increase Your Inventory

There are few things more frustrating than people who don't vote and then complain about who gets elected. Doesn't apply to you? Think again.

"Most independents just don't carry enough stuff," says Ira Haber of Denver's Europtics. "They're looking for the business, but they don't have anything to sell."

For those just getting into the sunwear business, Chet Steinmetz, O.D, and owner of Visual Effects in Chicago, recommends carrying four to five different lines -- a sport, a basic, a high-end, and a couple of designer collections. For independents looking to increase their sunglass sales, he suggests expanding your inventory to include at least 10 lines of sunwear. "My store carries 12 brands," he says, "not including a section of frames that I have my lab make up as sunglasses."

Remember though, having it is not enough. You have to show your wide selection as well. "I have 15 feet of sunwear on one wall," shares Steinmetz.

Jason Davis, optician/manager of Philadelphia's The Eyestore, which carries at least 20 sunwear brands, concurs. "We try to keep at least one piece of every brand we deal with on the floor."

In addition to stocking up on a variety of product, Scott Ellis of DBA Optical Elements, which has stores in Orlando and Miami, suggests that clips may also play a key role in gaining sunwear sales. "I think a lot of people don't like clips or don't sell them because they feel that they will kill another sunwear sale," he says. "But I'm not of that opinion. I think you can sell up in the frame if you're worried about the numbers slipping."

Ellis advises showing sunclips on ophthalmic frames by placing the clips on top, so this way the consumer will know what his prescription wear will look like as shades. "Too many places show 90 percent of their stock as clear," he explains.

Keeping sungear that caters to a certain demographic could also bump up your sunglass sales. "You need to go after some of the teen market -- they will pay the price to get the product," says Jeff Kehr of The Eyestore, which does 20 percent of its business in sunwear.

But remember: So will many adults. "Our consumers come in here, and they want the best," says Steinmetz, whose store carries high-end brands like Oliver Peoples and L.A. Eyeworks, "and know they'll get the best from us. For us, it's kind of easy. My average sunglass sale is about $200."

If all else fails, ask your customers what brands they'd like to see. You may be carrying every single line but the one they want.

To Advertise or Not to Advertise?

Getting the word out about your amazing array of sunwear collections is a must. Unfortunately, major promotion may not be feasible for all independents due to cost. And although you may be able to compete effectively with the department stores and retail optical shops in other areas, the truth is, you don't have their kind of PR budget.

"I find it hard to advertise against someone like Sunglass Hut," admits Kehr, "because they have every media. It doesn't make them cheap, it just makes them there."

If you're not looking to spend a lot on advertising, pick and choose your media wisely. For instance, along with a small ad in your local newspaper, consider placing one in your area's PennySaver and student-run publications at the nearest college/university. Look into having a college radio station run a commercial for you. Give some thought to being listed in the yellow pages not just under "optical," but "sunglasses" as well. And, don't forget to use your O.D. if you happen to have one in-house. A few verbal plugs from him/her could make some significant difference at the cash register.

"We don't really advertise," shares Ellis. "We try to position ourselves in high traffic locations instead."

Sadly, moving to a more lucrative area may not be possible either. And if advertising dollars must be kept to a minimum, the next best way to promote your business is via a walking, talking billboard -- your customer.

"People come here because they know we have a great selection of plano sunwear," says Steinmetz. "After 10 years, the word has gotten out that we carry good stuff."

Another idea is to have your staff model some of the merchandise you carry. Yours might already be wearing plano ophthalmics during their shifts. Why not alternate with a pair of attention-grabbing sunglasses atop their heads?

Windows Can Sell

Another way to let your patrons know that your dispensary carries the latest, hottest trends in sunwear is by using the vendor's merchandising kits -- which often include countercards, frame displays, and posters.

But be careful and aware of your space, particularly if it's limited. You'll want to place the paraphernalia strategically and be careful not to overdo it. A dispensary that is cluttered with P-O-P material will not necessarily attract additional sales. "We use only catchy stuff," says Kehr. "Our best display is a light box display produced by Hobie that demonstrates glare."

Adds Haber, "Our stores don't have a lot of window displays. But one of them has a Bolle unit, an Oakley unit and a Maui Jim unit that's right up front and easy to see."

If your interior space isn't conducive to displays but you have window space, then by all means use it. However, keep in mind that whatever you put in there should be eye-catching. You want to draw people into your shop.

For instance, in the summer, consider covering the bottom of the window display with sand. Then, throw in a beach ball, a pail and shovel and whatever sunwear you're trying to promote. The same goes for the other seasons. Be creative and see what you reap... it could be sales.

Using Your Brain

Unlike someone who works at a local mall outlet or department store, you have a world of optical know-how at your fingertips. The knowledge that you possess is a valuable asset and can be turned into savvy business sense.

For instance, you know which frames are perfectly suited for a round, square, or oval face. Or, if someone who has a high-minus can get a smaller frame or an alternative that still cosmetically hits the edge. And, that you can fit and adjust every pair.

"If you're spending $200," says Kehr, "wouldn't you rather have somebody who is going to take care of you? And, when they come back and browse while you're adjusting, you have a chance to sell another pair."

However, you must also share your smarts with your staff. Says Haber, "We teach our people to give customers as much information as possible, and then ask for the sale. Our people sell. They're assertive."

While opticians are able to train the sales associates on the technical aspects of the optical world and provide insight into the wild world of sales, vendors are often available to come in and conduct seminars on their products as well.

Shopping the Competition

Granted, you're busy -- who has time to browse? But being competitive is a large part of what business is all about, and in order to be that way, you have to know how the other guy is drawing customers through his front door.

Observe. The next time you and your brood are at the mall, stop by a few of the anchor stores and check out their sunwear selections. Ask questions to get a sense of their staff's product knowledge. You may receive an extra sense of pride and a realization of how well-trained your employees really are.

Look at the tags. It's the only way you're going to be able to judge if you're pricing your merchandise competitively enough. "I think one of the biggest mistakes is that people think they have to sell it at list price," says Kehr. "You need to sell it at less then that if you're going to be successful."

Go online. If being a mallrat for an afternoon is less than appealing, simply log onto to your computer and surf the Web. Many retail chains now have Websites that showcase their merchandise and prices.

Two things are certain when it comes to increasing your sunwear sales. The first is that you and your staff will have to work hard to make it happen. The second is that it's not going to occur overnight. And although you may not put your local optical retail outlet out of the sunwear business, you may force them to realize that they do indeed have some competition. EB