PRESENTING LENSES

If you've got it, flaunt it. So goes the old expression. And it couldn't be truer when it comes to the premium lens category. Presenting these lenses in the proper way, with the proper amount of technical information, and good old- fashioned enthusiasm, is the key to making the sale.

Many dispensers report today that premium products are garnering the lion's share of their lens business. And a number of optical shops say that from 50 to 75 percent and even more of their sales are in high-index, progressive, polarized, and polycarbonate lenses. "We do sell a lot of the premium products," says Craig Lund, optician at La Mesa Eyecare in San Diego, Calif.

Others agree. For example, at West Coast Optical's two Philadelphia locations, 75 percent of the lens business is done in premium products versus a declining 25 percent in basic CR 39 business, according to owner Mark Feldscher. And at Carmel Mountain Vision Care in San Diego, senior technician Joanne Link says that 75 percent of the total lenses sold are in the premium category.

And, contrary to some beliefs, premium product can indeed go hand-in-hand with a managed care customer base. It's all in the presentation of the lens, and the demonstration of its features and benefits.

Remember, managed care patients present a perfect opportunity for "trading up" and out of what is allowed in their plans... just like in the frame category. They just need to know what's available, and why it's advantageous to them.

Many of these dispensers who are successful in selling a majority of premium products to their customers say that the sales presentation is truly the key to increasing this business. Nearly everyone has a slightly different strategy, but most agree that strategically presenting the basic options and the more premium options will allow the customer to make an educated decision that is right for them-which may also be more profitable for the optical shop.

Whether you are looking to dramatically grow your premium lens business or simply increase an already healthy profit-center, the tips offered here from experienced optical shops on the best methods for presenting lens options just might do the trick.

Basic vs. Premium

What is the difference between these two lens categories? While each dispenser may choose to define each differently, most place single-vision plastic and glass lenses into the basic category. And the premium products build up from there-polycarbonate, high-index, polarized, progressives, photochromics. Additionally, coatings like anti-reflective, scratch-resistant, and UV add to the premium value of any lens.

Prices for basic versus premium lenses vary widely, but many optical shops say they start off at about $39 for single-vision CR 39 lenses, moving up to $99 for high-index, and then range to $299 and up for items like polarized or photochromic progressives. One interesting and somewhat ironic point made by dispensers is that oftentimes, it is the high-end sale itself that is easier to make.

"We discuss it here all the time that it's the super high-end sale that seems to be a lot easier to make," says Carol Canada, general manager of Europtics, which has four locations in Denver. "A $500 sale is no problem whereas the $100 to $200 sale is often like pulling teeth."

Demonstration Strategies

What type of presentation will work best for your optical shop? Most agree that the best way to start off is by looking at the patient's prescription and discussing their wants and needs. "The first thing I do is look at the prescription on the lens," says Bob Murphy, office manager at Accurate Optical, which has five locations in Maryland, "and see if it calls for a high-index lens."

And oftentimes, the dispenser can feel if the customer is simply looking for the best or is more price-conscious.

"My philosophy is to feel out the customer initially," says West Coast Optical's Feldscher. "If price seems to be no object, I don't offer options. I just give them the best. If price is an issue for the customer, then I show them basic plastic and go up from there. I don't want to scare them away with price if that is their interest."

In general, however, many optical shops just choose to start the presentation off with the high-end products and work down from there. It's a proven successful retail strategy called top-down selling.

They believe that once the customer sees the top-of-the-line, technically advanced goods, they will not be as interested in the more simplistic lower-end lenses. It is a tactic often used in the sales of stereo equipment-the salesperson will play the high-quality equipment first and then, one by one, play the lesser and lesser quality stereos for the customer.

Once they hear the true difference-illustrated dramatically by this sales method-they will have a hard time choosing the lower quality.

"My instinct is to go for the highest quality first," says Accurate's Murphy. "We tell them all the benefits of the premium products, and then we feel it out. I do tell all my people, however, that I do not want a product on a patient that is not needed. I want what they are getting to mean something to them."

Scott Ingram, optician and store manager at 2001 Vision Center, which has four locations in Memphis, agrees, "Our salesperson starts with the presentation of the top premium products and moves down from there," he says. "She presents photochromics, AR coatings, all the top stuff and then if they do not want that she moves down from there. That discussion takes place while they are going through the frames and then she finalizes the lens choice after they have chosen their frames."

Indeed, one main factor that experienced dispensers point out is that most people don't want to spend a lot of time on the sales presentation, so your effectiveness in this time really counts. "You have five or 10 minutes at the most unless they are an engineer or someone who's had a problem with their eyewear in the past and are much more interested in what's going to make the situation better," says Europtics' Canada.

While some do start high, still others choose the technique of starting at the bottom and moving up. "We start out by explaining that we do have standard plastic lenses," says Carmel Mountain Vision Care's Link. "Then we move on to tell them that we have a material which has a lighter weight and for a little bit more money they can get a much lighter lens. And when we talk about progressives we discuss the available technology and that they are better quality lenses."

Overall, while making a profitable sale is important, most dispensers do point out that they truly don't try to upsell the customer as much as simply find out what's right for them. "We really believe that what's good for the goose is good for the gander," says La Mesa Eyecare's Lund. "We will not go with a premium product if that's not what's best for them. Honesty is the best sales tactic."

Utilizing P-O-P

Point-of-purchase materials can really work to your advantage when making the lens presentation. Even simple displays can be effective. "A little demo goes a long way," says Carmel Mountain Vision Care's Link. "We have a pair of glasses with one lens coated with AR and one lens without. We also do the same with thinner lenses and regular plastic (CR 39) lenses-we just give them one lens of each type to hold and they can really see the difference."

Link also uses the same tactic with polarized lenses. "We use the Utopia demo which has a picture of flowers-and when the patients put on polarized lenses they can see such a difference. All of that really works!"

Other dispensers find success using a slightly different method. "We tried the pair of glasses with one lens coated with AR and one without," says Accurate's Murphy. "But we found it was better to do with one entire pair with AR and one without-so when the customers put the lenses on, they can really see a major difference. It's also the same with plastic and high-index lenses for, say, a minus 6 prescription. It's better to show in pairs. It just seems to register better."

All in all, with more and more technically advanced premium products available on the market, an increasing customer awareness of lens options, and dispensers who are getting better and better at presenting the options, we are certain to see an even further increase in premium lens sales. Now is the time to be sure that you and your sales staff are in sync with the best presentation strategy for your dispensary. As La Mesa Eyecare's Lund says, "He who serves the best succeeds." EB