Solar Power
How savvy dispensers are selling PAL sunwear to progressive wearers
By Erinn Morgan

So your presbyopic patient has decided to invest in a pair of progressive lenses. He is ready to purchase a quality frame, an AR coating, and a relatively costly PAL--an investment that could range anywhere from $400 to $800. Are you willing to present him with the idea of buying a second pair of sunglass PALs costing somewhere upwards of $400? Given today's turbulent economy, many dispensers are reluctant.

A key element to making progress in this area is giving it the focus it requires. This means presenting the second-pair option to every PAL customer. Once this strategy is firmly ensconced, the presentation will become second nature and the chances of making the second-pair sale will increase.

"We don't look at second-pair sunwear progressive sales like they are a special category. They are the norm here," says Myles Zakheim, OD, with Optometrix in Beverly Hills, Calif. "We do often sell two pairs and, hopefully, we will sell three pairs to some customers. If you are looking to satisfy a patient's needs--and they need regular glasses and sunglasses--selling them two pairs is the way to go. We always present the need for both."

Other main ingredients of making second pair PAL sunwear sales include understanding who the customer is, offering specials and discounts to entice customers, and knowing when to present alternatives such as sunglass clip-ons. These strategies will help you capitalize on the profit potential of this business.

WHO BUYS TWO PAIRS?

Besides customers with the disposable income or those with a real penchant for eyewear, the second-pair customer is likely one who has already enjoyed PALs. This consumer has had the opportunity to "test-run" the lenses and knows the features and benefits. Thus, they can see the real value in owning a pair of progressive sunlenses.

The other target customer has previously purchased two pairs of eyewear during the same office visit. This person will be less prone to the sticker shock of two pairs. "People who are accustomed to buying two pairs of glasses are most inclined to repurchase that way. It is more likely of a sale if the purchaser has already had two pairs," says Klein.

Since the baby boomers are quickly moving into presbyopia, this will open the door to many new customers for progressives and second pairs of PAL sunwear. Targeting this customer will be effective in increasing this end of your business. The sheer volume of this population ensures that simply presenting the option to all presbyopic customers will boost PAL sunwear sales.

Another customer often open to the cost of a second pair is one who spends a great deal of time outdoors, as is the person who lives or vacations in sunny spots.

"Of the population of our customers that need progressives, a fair amount get PAL sunlenses as well," says Zakheim. "The majority of these people buy the second pair because they have a real need for sunglasses. And when a person needs it, we give them the options of how to achieve it without too much additional expense."

Undoubtedly, the cost will be prohibitive for many progressive customers. It is best to get a feel for what figure they have allotted in their own minds for their eyewear purchase. "If they have already allowed for it in their minds, it's an easier sale," says Chet Steinmetz, owner of Visual Effects Optical in Chicago. "But if they are not prepared and they find out it's $600 for the first pair and $400 for the second pair, they might be shocked. Especially with the current economic climate."

This is where savvy dispensing will come in handy. A tough economy makes everyone a bit sticker shy, thus, many optical retailers offer discounts on the second pair of PAL sunwear. "The doctor always recommends a second pair and the optician does too. If the patient is sitting on the fence, we offer a discount, depending on his situation," says Klein.

At Seattle Vision in Seattle, Wash., discounts also play a major role in increasing second-pair sales. "About 70 percent of progressive wearers have sunlenses," says optician Carly Mills. "These people buy both. We give them incentives to do so, such as discounts and specials. We do this on a case-by-case basis and also have price promotions."

Mills says customer education is key here. "You need to have that knowledge if you want them to buy the second pair." The Seattle Vision staff obtain new information on progressives and PAL sunlenses from their reps, by reading trade publications, and through their own experiences.

Educating his customers often empowers them to make that second-pair purchase, Visual Effects Optical's Steinmetz says. "I don't like to really sell," he says. "I like to educate the customers. I tell them what their options are and why buying two pairs makes sense. We try to impart the importance and tell people how their eyes will benefit from the progressive sunlens." He also notes that occasionally, add-ons such as the new, more efficient photochromics and polarization, make the second pair of sunwear more appealing.

SUCCESS WITH CLIPS

When it becomes apparent that the second-pair sale is not going to happen, many dispensers shift gears to sell a sunglass clip-on for the customer's everyday PAL eyewear. "Clips are popular right now, especially for the convenience and because it saves customers money," says Broward Eyecare Associates' Klein. "If this can increase the sale by $40, it is better than getting nothing. Once you put a clip over your progressive, you have a progressive sunlens for a lot less money than a second pair."

Many dispensers offer clip-on sunlens and frame packages. For those frames that do not come with an optional clip-on, optical retailers use custom clips. "Some progressives customers will opt to have a clip made for $100 versus making another pair of progressive sunlenses for $500," says Optometrix's Zakheim.

Still, Steinmetz is working on increasing his progressive sunwear sales. "A lot of presbyopes we see for the first time don't get the PALs in sun because they don't feel it is absolutely required," he notes. "I personally found out how beneficial they were years ago because I golf. The general pair I wear outside are sunglass progressives."