Poly Presentation Pointers
Six tips from the pros can help strengthen your methods for selling the lens material that appeals to many different types of consumers: Polycarbonate
By Erinn Morgan

Sales of polycarbonate lenses are growing by leaps and bounds at a variety of retailers, from chains to independents, across the country. Dispensers report that poly accounts for anywhere from 25 percent to 65 percent of total lens sales, and though still new to the market, Trivex by PPG presents another excellent and sought-after alternative (see sidebar).

"We are doing more and more polycarbonate every day," says Bob Royden, owner of The Village Eyeworks, which has locations in Phoenix and Surprise, Ariz. "It represents about 60 percent of our lens sales. We do so many rimless frames and poly is so much more durable for them. It's a must--especially for children."

The success of poly is undeniable, and optical professionals say they have reached new heights in sales of the material with focused strategies for presentation to customers. Following their lead with some important tips on selling poly could improve your dispensary's bottom line as well.

Below are the six tactics recommended by the pros for profitably dispensing polycarbonate lenses.

1. Ask about lifestyle. The first step to selling a poly product is determining if it is appropriate for your patient's lifestyle. Some say that poly is an excellent lens choice for any patient, but showing how it can enhance a customer's life will seal the deal.

"I take a look at what kind of work or sport the patient does," says Paul Klein, OD, FAAO, of Broward Eyecare Associates, in Fort Lauderdale, Fla. "If I find they are into racquetball, I would recommend poly lenses because they are much more impact resistant than CR 39."

Participation in any sport, outdoor activity, or high-impact career (such as construction work or fishing) qualifies a patient for polycarbonate lenses. Poly is also standard for kids. But it also works for those who are concerned with appearance and weight.

2. Present it to everyone. When in doubt, you can feel secure in presenting poly to all your customers. Its benefits will serve almost anyone.

"Polycarbonate is different from high index," says Aaron Schubach, lab manager at Standard Optical. "We present high index lenses to people simply because they are thinner. But poly is safer, lighter, and better for active lifestyles. We're big into lifestyle selling and asking people what will best suit their day-to-day activities. We feel like polycarbonate is a lens for everyone."

Customers at The Village Eyeworks are informed that poly just makes the most sense for them. "We tell them that this is the lens they are going to get," Royden says. "We explain it is thinner, lighter, and it won't break. It's the best there is, and that's it." Certainly, presenting poly as an option--or the only option--to all your customers will open their eyes to the varied benefits of this product of which they may have not been aware.

3. Have the doctor recommend it. Given the safety benefits of polycarbonate, it is warranted that its use could come as a recommendation from the doctor during the exam.

"Once the doctor recommends them, it's a done deal," says Schubach, who also sets up incentives and spiffs for their dispensers who promote poly sales. "Our increase in poly sales [to 65 percent of business] has a lot to do with this program--our dispensers push it more now."

"Especially with people who have macular degeneration or other major problems, he shows them how the impact works on glass lens as opposed to poly lens." Again, it is the doctor who holds the most clout when recommending a prescription lens to patients.

4. Sell benefits before features. Some say that focusing on the benefits of poly before presenting the features is the best way to gain the interest of customers. "You must sell the benefit first, which is safety, as opposed to features, which are that it can't shatter and it's denser," says Klein.

This works because patients will assign a specific value to a benefit. For example: He sells poly as an add-on for $25 [over the cost of CR 39]. This price is a justifiable expense, says Klein, when the safety benefit is foremost in the mind of the consumer.

5. Use P-O-P and presentation aids. Anything that will drive consumers to ask questions about polycarbonate lenses is worth using in the dispensary. This includes signs that promote poly brands, even the store's own private label, or brochures that provide information about lens features.

"We do some in-store signage," says Standard Optical's Schubach. "It is for our private label poly brand, Duralite." The company also offers a brochure which serves as a standard optical lens menu and describes every material available, including polycarbonate.

P-O-P materials and brochures from the Polycarbonate Lens Council can be helpful tools for educating consumers about kids eyewear. "We talk to our older customers and tell them that there are kids of all ages," says Heischman.

Dispensers can also use a lorgnette to illustrate the differences between poly and plastic. "It has poly on one side and regular plastic on the other in the same power [plus 3]," says Heischman. "When you're placing that plus up to the eye, the eye is not as magnified as with the other side--that's a tangible."

Optical practices should ensure its customers are pleased with their lens choice. At Fava & Maria Eye Associates, if patients have a problem adjusting to their new poly lenses, they will be replaced free of charge within 60 days.

6. Discuss the price/value relationship. It is critical to make consumers aware of the low cost of this lens with such a long list of important features. When compared with the value, the price appears to be inconsequential.

"We talk about the features, such as impact resistance and the benefits--that it makes an excellent base for AR coating, UV protection, and scratch resistance; and that it is more flattering because it is thinner and lighter," says Heischman.

Promote the features and benefits of the lens while pointing out that the cost is not much more than regular plastic. "Our poly lenses are $109 and aspherics are $160 for single vision," says Lisa Reading, head technician of La Mesa, Calif.-based Carmel Mountain Vision Care. "We also sell quite a number of polycarbonate progressives at a slightly higher price."

"At this dispensary, all of these benefits cost only $30 for the poly lens over a regular plastic. We sell UV coating for $28," says Heischman. "For $2 more you can have all those benefits."