How I...
How I sell polarized product
By Erinn Morgan

Paul Glaser has a bold statement: "Polarized is the only lens." After 20 years in business as the owner of Captree Opticians in Babylon, N.Y., he has earned the right to make this remark. Especially since 90 percent of his customers today purchase polarized lenses for their plano or prescription sunwear.

"We have always been big into polarized lenses," says Glaser, whose 1,000-square-foot dispensary focuses on moderate and high-end eyewear. "But we have seen a good 30 to 40 percent increase in the past five years. I think it's a combination of the customer being more aware of the benefits of polarized and the fact that we also promote it to each and every person walking in the door."

A combination of location, presentation, proper pricing, and display tactics have put this dispenser at the forefront of polarized lens sales.

Here, he shares some of his strategies for selling this premium lens option--how he has educated his customers and at the same time increased his bottom line.

Classic, sporty styling is featured in Maui Jim's Volcano #142-10 polarized sunwear

PROMOTING POLARIZED

Certainly, Glaser has some advantages in his court when it comes to selling polarized lenses. "The area here is known for fishing and surfing," he says. "So we automatically sell a lot of sunglasses. About 20 to 25 percent of our business is in plano sunwear. Prescription sunwear is also a very large component. And, of course polarized lenses."

Ultimately, however, it is the strategy used by Captree's sales staff that has made polarized products such a large part of the dispensary's lens sales. The first part of the equation is presenting this lens option to everyone who walks in the door.

"We present it to everybody," says Glaser. "Nobody gets out the door without learning more about it. Even if they are buying high-end plano eyewear that doesn't have it, we offer to upgrade the existing lens to a polarized option."

It is this focus that has proven fruitful for Captree Opticians. Additionally, Glaser notes, the dispensary has a street-front location which enables staffers to easily step outside to test the products with customers.

"We also have a shiny floor and can show reduction of glare through the lenses off the floor indoors," he says.

Polarized lens demonstrators supplied by a variety of lens and plano sunwear manufacturers are also utilized in the presentation process.

The knowledge required to present the benefits of polarized lenses can best develop from experience, says Glaser. Which is why each member of the Captree staff is outfitted with either prescription or plano polarized sunwear.

"The staff knows the benefits because they are wearing it," says Glaser. "Our OD also usually recommends it in the exam room to patients as he also wears polarized lenses himself."

	Live Eyewear's model E602G of the Series Six product line is polarized and has retro style

PRICING AND DISPLAY

Setting appropriate price levels for polarized prescription lenses and plano sunwear is also a critical part of the sales process at Captree. "We start our plano polarized sunwear line at $70, and that's not unreasonable for most income levels," says Glaser. "The price ranges up to $350 for different options. But between $150 and $225 is where the bulk of our sales are done."

Prescription options for polarized sunwear begin at $165 and go up to $365 for progressive lenses. And for those who want to replace plano sunlenses with polarized lenses, prices start at $50 for optical-quality plastic or polycarbonate up to $150 for special mountings, wraparounds, and mirrors or special colors. Glaser notes that the store's staff gives the same presentation for all price levels of lenses. "We always point them in the direction of polarized first," he says. "Whether they are walking in the door for plano or prescription, we always explain that polarization is the best option they can have. Many feel that, given the fact that the price difference is so minimal, it makes even more sense."

This is why it is important to price polarized lenses reasonably and offer a variety of options to the consumer.

Another tactic Glaser recommends is packaging the polarization with the lens you are recommending to the customer. "When it comes down to presenting the bottom line, we say 'Polarized prescription lenses are this price.' "We package it for them. We also try to present a minimal price difference so it makes sense for the customer," he says.

For example, if the customer can get polarized lenses for only a $40 to $50 difference, they are much more likely to opt for this better lens.

When it comes to displaying plano polarized products, Glaser chooses to integrate them in with a variety of non-polarized products and optical frames in the dispensary.

"Polarized sunwear is not separated out," he says. "We arrange frames by manufacturer and designer, not necessarily by those with polarized lenses. It is up to the optician to point polarized options out to the customer."

Additionally, while they don't have much selection for children, Captree Opticians can make both plano and prescription options for kids. Glaser also says that an equal number of men and women buy polarized lenses.

The best part of the polarized equation at Captree Opticians: Nearly 100 percent of all polarized customers purchase it again for their next pair of sunwear. Once the initial sale has been made, the customer typically becomes a polarized convert.

"Any person who comes in the door asking for sunwear is a potential polarized customer," says Glaser. "The desire for polarized lenses spans all ages, all sexes, and all incomes."

Captree Opticians in Babylon, N.Y., has made polarized product a priority and has reaped profitable results