The word "partnership" is often used among suppliers when they discuss their relationships with optical retailers. The theory goes that today's reps must offer more than just new frames in order to successfully compete in the marketplace. And the most logical way to do this is by raising the bar in service. But beyond making sure orders and reorders are properly filled, how do you take service to the next level? Many manufacturers have found that offering educational seminars to dispensers is the perfect win-win situation. "The opticians win because knowledge gives them the power to inform patients of the value of better eyewear," says Sharon Ackerman, key accounts manager for Charmant. "And the manufacturers win because the information they give to the retailers better equips them to sell more of their frames."

To illustrate the point, Ackerman put together an educational seminar called "Overcoming the Sticker Shock of Titanium Frames" and gave it to dispensers at all 35 locations of Nationwide Vision based in Chandler, Ariz. "We discovered many opticians were uncomfortable explaining to patients why they should buy titanium frames that are $400," explains Ackerman. "So we taught them how to answer their patients' inevitable objection, which was, 'They're titanium. So what?'"

Laura Rainey, frame buyer and merchandiser for Nationwide Vision, says the training sessions were well worth it because she noticed an increase in titanium frame turns almost immediately after the sessions. "Sharon explained the difference between 100 percent pure titanium frames and those mixed with nickel, which aren't hypoallergenic like pure titanium," says Rainey. "We gave them mottoes to use as selling tools such as 'half the weight, twice as strong.'" Rainey also observed, "Everyone got really excited about learning the background and benefits of titanium, and that enthusiasm simply fueled their sales presentation which in turn helped sales." Ackerman agrees. "Knowledge is power but attitude is everything," she says.

Earn CE credits

Some manufacturers have taken the educational service benefit even further by offering opticians ABO-certified credits. To do this, 20 sales reps attended the inaugural five-day course called "Training The Trainer," which took place at Eyequest in May and was sponsored by Vision Council of America (VCA). The course instructor, Renee Soltis, explains the purpose of the program: "Selling product isn't enough. After all, there is no shortage of good product out there. The primary goal of the program is to train sales reps to act as retail consultants to their dispensers. We teach the sales reps how to give the dispensers generic selling tools that will ultimately help increase their frame turns."

The program had two parts: Envision Yourself, which takes the guesswork out of choosing eyewear based on lifestyle, prescription, face shape and coloring; and Giving Your Patients The Best, which teaches a whole-office, team-building approach to dispensing premium products. The American Board of Opticianry and AOA Paraoptometric Section approved the course for five hours of continuing education credits.

Debora Sheedy, regional manager for S�filo, went through the course in May and gave her first seminar, 'Giving Your Patients The Best,' on June 28 to both doctors and opticians at Sylan Eye and Associates based in Modesto, Calif.

"We wanted both the doctors and opticians to attend the workshop so the concepts we taught could be implemented from the doctor's chair to the dispenser. It's important for everyone to be on the same page," she says. "The course teaches the doctors and opticians to recommend eyewear based more on the patients' needs and less on their ability to pay."

Deborah Apodaca, operations manager for Sylan Eye, says there was an added bonus to taking the course, too. "It gives attendees the opportunity to earn continuing education credits to maintain their licenses. Educational seminars are more successful when they are mutually beneficial," she says. Though Apodaca admits some parts of the course were more like a refresher to review the basics, she says, "Even though the attendees had experience ranging from seven to 15 years, the renewed commitment and enthusiasm it generated made it well worth it."

Going forward, Apodaca says Sylvan Eye will be taking advantage of other manufacturer-sponsored seminars such as Varilux's ABO-certified program on lenses. "Our goal is to have a training session every quarter," says Apodaca. "We view continuing education as an essential component to our success."

Apparently, suppliers feel the same way, since some companies have even started their own educational programs in-house to train sales reps on how to teach their customers to be better retailers. For instance, Silhouette just opened the Silhouette University, where 15 reps go through five days of workshops on subjects ranging from how to increase premium eyewear sales to how to create an effective window display. Carol Norbeck developed the programs and points out, "The course is hands-on, so reps can actually roll up their sleeves and work side by side with the opticians." She adds, "And to thoroughly understand the technical features of our frames, the reps actually build a model from scratch."

Ackerman, who also went through the Training The Trainer program, concludes, "In order to service our optical retailers, we must bring more to the table than just good quality eyewear. This is our way of showing-not just telling-our dispensers that we are true business partners." FB

Editor's note: For more information on the Training The Trainer program, contact Deborah Malikoff at VCA. Phone: 703-243-1508, ext. 222; E-mail, Dmalikoff@visionsite.org.