Most frame buyers say "yes!" If you consider the number of frame vendors currently vying for board space in the average dispensary, you have some idea of how many reps the average buyer is being inundated with. And that's just the half of it. A growing number of large vendors have multiple reps calling on one account, some as many as four or five. If you do the math, it's easy to see why buyers are overwhelmed and in need to a buying strategy.

Even vendors agree that the market is over saturated. "I recently visited a buyer who said to me, 'You're the fifth rep I've seen today and it's only noon,'" says Bill Hurst, the northeast regional manager and a New Jersey sales rep for Viva International.

Sandra Van Camp, Charmant's Kentucky territory sales manager agrees. "Because there's so much product out there," she says, "buyers are becoming too price conscious instead of being value conscious."

"If reps are just there to sell you stuff, I agree that too many reps can be a hassle," says Victoria Hallberg, director of special projects for Marchon, acting as a consultant to its reps. "If the rep is offering a value, that's a different story."

Buyers argue that it takes too much time to sit down with so many reps and that they become overwhelmed with the amount of product being presented to them. Frame reps argue that, as more and more vendors continue to introduce new brands and collections, they would have too many samples to carry and wouldn't be able to properly communicate the features, benefits, and philosophy of each brand if they sold every line their vendor offered.

Peter Goetz of Dietrich Opticians in Manasquan, N.J. believes that there are a lot of frame reps, but sees a positive side to it. "The overwhelming number of brands available makes it necessary for me to constantly re-evaluate my assortment," he says. "It keeps me on my toes."

Some Solutions

What's the answer to this growing problem? Buyers and reps have many of the same ideas-and some different-about how buyers can keep from falling victim of rep and product overload. Here are some strategies for buyers to consider:

Buy deep: Since your board space doesn't increase just because the number of reps knocking at your dispensary door does, it's important to buy very carefully. Generally, buyers and reps agree that buying deep is the way to go.

"If the buyer can't make a commitment to a brand, it's not worth it for either of us," says Van Camp. "In order to truly get the impact of a brand, a buyer must dedicate at least 20 spaces on the board. You need a certain amount of a brand on the boards to tell a story.

Diana Garratt, frame buyer for Dr. Richard Garratt's San Dimas, Calif-based optical practice, agrees and chooses to work with fewer reps and to buy deep. She buys from approximately seven vendors.

"You can't be everything to everybody. You have to pick and choose very carefully," she says, adding that just because you buy from a specific vendor doesn't mean you have to work with every one of their reps and carry all of their brands."

Encourage team meetings: If it strategically makes sense for you to do business with several reps from the same vendor, you might want to consider bundling your meetings

"While we may have five reps calling on one account, we see them as a team," says Marchon's Hallberg, "and try to pair people up who will complement each other." For example, one rep may have an optical background, one a sales background, another may be a retail expert, etc. "Buyers should take advantage of each expertise," she says.

There are several pros to bundling reps meetings, according to many buyers and reps. First, you'll have fewer meetings. You can quickly get through the pleasantries and re-orders and then move on to seeing new product.

Another advantage is one-stop shopping. As vendors continue to add more brands and collections, they often strategically position them to complement each other. One vendor, for instance, may offer you everything from kids and geriatric looks to house lines and high fashion brands.

Some disagree with the bundling strategy. "I don't think reps who work for the same vendor generally work as a team," says Goetz. "They're each vying for more board space."

"Two reps from the same company are still in competition for board space," agrees Charmant's Van Camp, who coincidentally shares her Kentucky territory with her sister.

Many vendors against the bundling approach argue that buyers will buy more from a vendor if several reps call on them...separately. For example, whether a rep has ten brands or five brands, the buyer is going to buy the same amount, say some vendors. EB found it depends on the buyer.

"I go into a rep meeting with plans to buy X, regardless of the number of reps I'm seeing," says Goetz.

Garratt sees it differently. "I won't buy less if reps join appointments," she says. "I may, for example, buy core product from one rep, and the other rep may offer a brand that fills an important niche for me."

Sample Overload

As vendors continue to introduce new product, the market has become over saturated. What's the answer?

New product only: Some suggest that reps only show buyers new introductions. "It's a waste of a buyer's time to show them product that they're already selling," says Hallberg. "Plus, I'd need a moving truck to bring all the samples to each appointment."

Keeping track of your inventory on computer is an efficient way to see what's selling and to re-order. It will ultimately leave more time to see new product at rep meetings.

"Too many buyers do their inventory control by looking at their boards," says Viva's Hurst. "They're in the dark ages when it comes to computers, but it would cut down the amount of samples they need to see."

Electronic sample bags: A small number of vendors are sending reps on calls with lap-top computers, enabling them to show their samples on the computer screen. While it certainly cuts down the sample problem, most agree that buyers aren't ready for this approach.

Each rep interviewed agreed that buyers like to touch the product. "A rep should be doing more than just showing product," says Hallberg. "A computer could never take the place of a rep."

"A frame's true colors and quality do not come through on a computer screen," says Garratt. "Electronic sample bags take the control away from buyer. I stopped doing business with a rep who used his computer.

While buyers may not be ready to make their buying decisions from a computer screen, many agree that this can simplify re-ordering.