Lens Tips
Selling lenses from the top down
By Erinn Morgan

There have never been more options for the lens customer. However, more options equate to more money required to obtain them, and many consumers have become price-sensitive in today's economy. Thus, many dispensers are afraid to present premium-priced lenses and options.

Never fear, say some industry experts. Presenting and selling premium lens packages is still a viable business, if handled properly. Important factors include educating consumers on the price-value relationship of lens products, discussing options to customize lenses, and, finally, working with them on creating an affordable choice.

"Everybody's beginning to recognize that premium products create consumer satisfaction," says Tim Fortner, an industry consultant. "But if you don't have a system to sell them, you are set to fail. When you start at the bottom and try to go up, you have that folded-arm resistance from the customer. If you start at the top, you can say, 'Well, let's take some things off this package and see how we can make it fit your budget.' It's even more important to start at the top in hard times. It is always easier to come down than to go up. You've got nowhere to go if you start at the bottom."

Those dispensers who still shy away from presenting higher-priced products first can look to other high-tech product industries for confidence that consumers are still willing to spend money for bells and whistles. "Over the holidays, especially, we saw just how much people spent on other high-tech items," says Mary Seguiti, formerly an optician for The Eye Center in Tampa, Fla., and now a vision consultant with Transitions Optical. "We miss some of that success in the optical arena because opticians are afraid of selling lenses that way. Because of the medical side of our business, dispensers are afraid to dive into selling lenses like a high-tech item, but they are going to have to."

Seguiti says that because of the world we live in today, consumers are ready and willing to embrace technology in the eyeglass arena.

Are you? She says many dispensers have a hard time presenting lenses as a technology item. "They are still afraid to throw themselves in there like someone selling a Palm Pilot," she says. "The consumers are the ones to benefit from all these options. It would be a disservice not to let them know what is available."

There are some tried-and-true methods to facilitate a new approach to presenting and selling lenses from the top down. Here, the experts walk us through the top-down selling strategy.

QUESTION AND ANSWER

Customers have so many choices to make concerning their lenses that the process can easily become overwhelming. "We live in what I refer to as an 'era of ingredient technology,'" says Fortner. "There are so many things you can put into a lens and do to a lens: AR coating, UV filter, scratch coating. The dispenser has to put together and design a lens that fits the customer's individual needs."

One of the best ways to identify what custom features patients may need or want is to have them fill out a lifestyle questionnaire. "The best practices make sure they have a questionnaire to go through first with patients and then educate them on their choices," says Fortner. "The patient has to get involved. The staff needs a systematic way to uncover their needs. One thing to ask is 'How many pair of glasses do you currently use?' The second question is 'What do you wear during the day and what do you wear for driving at night?' Then you can say, 'Let me show you what I recommend based on the information you've given me and with all the technology we have to put this together.'"

Customizing a lens for customers will certainly make them feel as if they are receiving a special, personal product. This is a strategy that may reduce some price resistance.

PRESENTING THE TOP

Once the questionnaire has been filled out and reviewed with the patient, the next step is to begin the presentation process. "When consumers come into the office, they fill out a lifestyle questionnaire and we discuss options based on their answers," says Seguiti. "We keep this lifestyle theme going throughout the exam and then the presentation."

Seguiti recommends bundling options for the patient's needs and beginning the presentation with those packages. "I would start out presenting the top premium package with thin and lightweight lenses," she says.

What if the customer says "I don't need this?" Seguiti responds that she would explain the advantages of that package. If this doesn't work, dispensers can move into presenting a lower-priced package. "Follow a good, better, best package option program," she says.

FOUR-STEP PROGRAM

No matter how well you present your premium lens packages, there is always the chance you will be met with price resistance. Fortner recommends a four-step program to help resolve this problem.

1. Isolate the difference. If you show the price for the package first, people will definitely have sticker shock, says Fortner. They may say, "I have not paid this for any pair of glasses." Thus, dispensers can look at the patient's past records, even before making a presentation, and be armed with the knowledge of what they have paid before. "Just show them the difference and explain, these lenses will cost you $150 more than your last lenses, but you are paying for AR that will do this, etc.," says Fortner. This strategy will help you isolate the difference for the customer.

2. Average the cost. Since most people go for more than 2.5 years between eye exams, dispensers can inform them that, given this time frame, their lenses only cost 35 cents per day. "I don't know any consumer product that you can get for that cost," says Fortner.

3. Relevant value. Making this purchase price relevant to something else they use can also help reduce sticker shock. "You can explain to them that over the next 2.5 years, they will pay $1,500 for their cable TV service," says Fortner. "You can put it in perspective that by buying the better lenses, they will be paying an extra $150 over next two years to see their television better."

4. Un-bundling. Certainly, there will be customers who are going through tough personal financial times. In such a situation, dispensers can then start taking out components of the lens package and reducing the price. "Even if met with resistance, you will see the changed reaction of people when you start to unbundle packages," says Fortner. "They will want to know more about each extra separately. You're not trying to sell them, you're trying to help them buy. Consumers know the difference."

MAKING IT WORK

If the need arises to start selling down from the top packages, move slowly to unbundle extras or present lower-priced lenses. There are several options to help reduce costs other ways as well. "I would look at the situation and if their frame is in good shape, I would suggest that they use it again," says Fortner.

Dispensers can also focus on one primary pair with more extras rather than attempting to sell multiple pairs. "Don't retreat to the cheapest, low-tech stuff," says Fortner. "There are still a lot of benefits from lower-cost extras, even if they are on a budget. You have to empathize with their situation but you can't retreat."

Finally, the experts say that even if you surmise someone is on a strict budget, it is well worth it to present the premium options.

"They are not going to be insulted if you present a premium-priced product to them," says Seguiti.

She adds that, in the end, more customers will accept and benefit from higher-quality lenses.

"People still want the excellent technology and what's best for them," Seguiti says. "We have an added advantage: These are all benefits for your eyes. The only thing we should ever question is that we didn't give them all the options and let them know what was available to enhance their visual experience."