How I...
Present Lenses First
By Erinn Morgan

Located just outside the booming metropolis of Detroit, Direct Optical is an unusual success story. Recently relocated from a 4,000-square-foot shop to a new, 8,000-square-foot space, this independent that launched in 1990 operates with a savvy retail mentality. Nearly 20 dispensing tables dot the space, a lab processes most orders within one hour in the back, and owner Dennis Chaiken puts the onus on customer service.

"We want customers to be happy and keep coming back. Because of that attitude, we keep almost everyone we get in here. Additionally, our business is up almost 33 percent over last year," he says.

Direct Optical's new 8,000-square-foot space is located just outside of Detroit and finds success by focusing on lenses first

In a down economy, Chaiken's secret weapon has been to continue his local advertising campaign on radio stations, with mailers, and in the phone book. "The advertising dollars are paying off. I wouldn't get people coming in from the other side of town if I didn't advertise because they wouldn't know I was here."

Another one of Chaiken's philosophies for profitable optical retailing is presenting lenses as the first part of the eyewear equation. He says this strategy has helped to increase profits and maintain customer satisfaction. "To me, it's backwards to present frames first. You need to know what type of lenses they wear before you can recommend a frame," he says.

TARGETING THE RX

Why present lenses first? They are the more technical and complicated part of the eyewear mix. The customer will have to decide on lens style, brand, and coatings. Lenses are often more expensive than frames. Frames, on the other hand, are fashionable, designer-driven, and fun to try on.

However, Chaiken says that without knowing the type of lens and prescription a patient requires, dispensers cannot make an educated frame presentation. "When someone comes in to buy eyeglasses, I believe that you first have to know what kind of prescription they have," he says, noting that it's important to determine what type of frame they can use with the lenses they need.

The dispensers at Direct Optical have all been trained to embrace this forward-thinking philosophy and employ this technique when working with patients.

Along with good service, there is a bottom line consideration for finding out what type of spectacle lenses patients need and then helping pick the right frame for them. "Lenses are the most expensive part of the equation and, thus, more profitable," Chaiken says.

Dispensers who present frames first also run the risk of a disappointed patient whose lens prescription may not work in the frame they have already chosen. Again, presenting lenses first will help to avoid this problem. "If they look at frames first, and then you tell them they cannot use that frame with the lenses they need, it is so frustrating and it takes up their valuable time."

BUILDING ON A FOUNDATION

In addition to taking the patient's current prescription into account, Chaiken also recommends reviewing the eyewear they were previously wearing. "You also need to see what they are currently wearing in terms of frames and lenses and try to improve upon that, too. It's always best to see what frames and lenses they were wearing before, how they fit, and if they were happy," he says.

For example: Think twice about taking someone who was wearing a large aviator frame with big lenses into something significantly smaller just because his or her child wants them in something trendier, he says. "You would be cheating them."

Working with a patient during the lens presentation, discussing lifestyle, preferences, prior eyewear likes and dislikes, and making them aware of new options will put dispensers on the path to a successful sale.

THE ORDER OF BUSINESS

The lens presentation at Direct Optical starts before the patient ever steps into the dispensary. "The discussion about lenses begins in the exam room with the eye doctors," says Chaiken. Each week, he meets with the practice's doctors to talk about how to enhance the sale without making them salespeople. "We have a check sheet. They use it and talk to the patient about what would benefit them and what they recommend."

The doctors talk about the type of lenses they recommend, but not about prices or brands. They will discuss the pros and cons of opting for progressives, bifocals, trifocals, and different coatings, but in a generic manner. "They leave the relaying of brand information up to the opticians," says Chaiken.

In the dispensary, the optician begins the presentation with the patient's file and the check sheet from the doctor. The dispensers ask questions at this point about the patients--what they have been wearing and what they do for work.

"From this information, they make the best lens recommendation they can. If they are not sure what to recommend, they will ask another optician or a manager or me," Chaiken says.

How long should the lens presentation take? Many customers have limited time, so Chaiken says it is key to impart as much information and knowledge in a condensed time period, without rushing. "The conversation on the lens topic is longer than the talk on frames, but trying on the frames and making that decision often takes more time. Still, the optician doesn't have to explain all the features and benefits of each frame like they do with the lenses."

Direct Optical's Website, www.directoptical.com

Presenting lenses first has helped Chaiken increase his profits through increasing premium lens and coating sales. Interestingly, it has not increased second-pair sales--but for a good reason. "We actually don't do much in the way of second pair sales. When someone comes in, we don't want to sell them eyeglasses and sunglasses in the same sitting. They should go home and get used to their new prescription eyewear before buying a second pair. Also, then the money spent is not as large in one sitting," he says.

Generally, patients are encouraged to come back in again and get the second pair a few weeks later.

Now that presenting lenses first has become a way of life at Direct Optical, customers have come to expect and appreciate it. "We sell lenses first and frames second. When people come here, we first start to talk about their lens needs. Too many dispensers think fashion equals profit. We strive to give customers good eyeglasses and the best lenses for their eyes."