The dispensing conversation is the best place to determine second-pair needs.

DRIVING YOUR PRACTICE
Promoting the Multiple Pair Concept

Selling customers multiple pairs of eyeglasses is an area where dispensers have the most to gain, and yet it is one which isn�t adequately explored: As few as five to 10 percent of patients purchase multiple pairs from the dispensary. Yet the fact remains that all patients can benefit from special eyeglasses for sports, hobbies, reading, sunwear, evening, etc., or even an extra pair in case one is lost.

It is much more cost-effective to sell multiple pairs to existing customers than to go out and capture new ones. It is also easier. According to Cindy Elkin of Falls Church, Va., this is because your existing customers already know who and where you are, they trust you, and have a relationship with you. You in turn already know their needs and wants.

It�s important for all dispensers and their staffs to promote the eyewear that�s available in their store. Encourage multiple-pair sales so all visual tasks can be accomplished easily and comfortably. Listen carefully during the sales process for words that could lead you to believe the patient may need more than one pair due to lifestyle or occupation.

Rene Soltis of Bethlehem, Pa. believes that another vital internal marketing tool is to display merchandise in categories that are �image and task specific.� Soltis explains that just as a consumer would be confused in a department store with no signage, no consistency, or no merchandising categories, so dispensers can eliminate confusion and introduce the concept of eyewear wardrobes by arranging eyewear on their boards by categories such as professional, elegant, casual, trendy, performance sunwear, and fashion sunwear.

Some dispensers, such as Patti Galko of Scranton, Pa. and Janet Cunningham-Irwin of Birmingham, Ala., have clients fill out lifestyle assessment sheets in their office. Galko�s office collects e-mail addresses and sorts them by age so patients can be sent information about new products that will appeal to their needs. Elkin prefers to sit down and ask questions about how they use their eyes.

Finally, don�t be shy. According to Elkin, �Don�t think of it as �selling a second pair of glasses,� think of it as �solving a problem.�� Cunningham-Irwin adds, �Even if you know that the customer will only buy one pair at the time, by making other suggestions he may come back for that second pair.�

Creative external marketing is as important as good internal marketing in keeping old customers and drawing in new ones. Galko noticed how retailers market products according to the seasons and decided to do the same to promote eyewear. She holds promotions every month and she also takes out ads in local papers, including college papers. Her advice: Target the specific needs of your population.

Above all, dispensers should remember that as long as customers understand the importance of making multiple purchases for utility and added value, they will do so. They just need to be shown what is out there, what their choices are, and what that extra pair of eyewear will do for them.