How I...
Partner With My Frame Rep
By Marcy Bruch

In a perfect world, every frame rep who walked through the door would automatically know how to work with customers in all aspects of their business. In the real world, however, achieving this symbiotic relationship can be challenging. Of course, return and minimum policies, exclusivity agreements, and board space have to be communicated and negotiated. Beyond that, frame reps can do much to become the dispenser's "right-hand man," resulting in greater sales for both parties.

Whether it's managing frame boards more effectively, sprucing up P.O.P., or rolling out a new line properly, here's what opticians--and frame reps--have to say about turning the dispenser-rep relationship into a partnership for profit.

At South Park Optical Center, national reps call three or four times yearly, regional reps more often

KEEP IN TOUCH

In order for frame reps to contribute effectively, they have to stay on top of a dispensary's pulse. To do that, they must come calling regularly. "I expect to see my national reps about three to four times a year, and my regional reps about every eight to 12 weeks," says Tom Renfrow, owner of South Park Optical Center in Charlotte, N.C. "If they're missing in action too long, it becomes clear they're not really interested in helping my business. That's why I have a rule that if a rep cancels four appointments with me, their frames automatically go out on the closeout board. As the saying goes, there's a lot to be said for just showing up."

Though an extreme example, Wick Morgan, rep for Optical Shop of Aspen, spends so much time with customers, he literally lives on the road in hotels and stays with friends. "In my opinion, if you're not seeing your dispensers at least once a month, you're not seeing them enough to make a difference," says Morgan.

"I've had everything stored on the East Coast for over a year now, and I'm committed to making sure my accounts have all the tools necessary to effectively sell our product. Once I feel comfortable that they have a solid foundation, I'll start looking for a house."

BETTER BOARD MANAGEMENT

One the most effective tools a frame rep can give a dispensary is a board management system that kicks frame turns into high gear. That is why Peter Dietrich owner of Dietrich Opticians in Manasquan, N.J., is so grateful to his Northeast Viva rep, Bill Hurst, for implementing such a plan.

"Bill comes in here religiously once a month to replace frames that haven't been selling with new releases. If a frame has been sitting on the board more than three months, out it goes," says Dietrich.

Since Hurst started doing this, Dietrich says he has noticed a 15 percent sales increase from that section of the boards.

Board management is simple, yet effective, because it frees the dispensers' selling time. Using an Excel spreadsheet and marking an X next to the frames that don't sell and S next to the frames that are selling works for Hurst and Deitrich. "I don't want to get stuck with closeouts and neither does Peter, so this is a way of preventing that," says Hurst. "The way I view it, if I'm taking up 20 percent of his board space, I better be doing 20 percent of his business."

In addition, Hurst also recommends his dispensers break down their frame assortments accordingly to include 33 percent unisex styles, 29 percent women's frames, 25 percent men's styles, and 12 percent children's styles.

	A frame board gets extra kick with eye-catching colors and artful P.O.P.

CREATIVE P.O.P.

Another hallmark of a good frame rep is offering good merchandising tips. For instance, Hurst tells his dispensers to go to the mall and observe how department stores merchandise towels.

"You'll notice that all the dark colors are at the bottom of the shelves, the bright colors are at eye level, and the light colors are at the top of the shelves," says Hurst.

"Similarly, dispensers should place their dark plastics at the bottom of the boards, their brights, and metals in the middle, and their rimless frames on the top because, like a sunset on the horizon, the eye is naturally drawn from dark to light," he says.

One of the sales representatives working with Jerry Rand, optician for For Your Eyes Only in San Francisco, developed a pegboard to spruce up his section of the frame board. "It was such a powerful tool, that we decided to use the concept with our brands throughout the store," says Rand.

SPECIAL EVENTS

In addition, Rand says two reps were instrumental in selling a local TV newscaster seven pairs of frames. "The reps took time out on a Saturday to help her try on a number of their frames, and even we were surprised when she bought that many pairs, which she now wears on TV," he says.

Both of these reps have also helped put together trunk shows, and their knowledge and enthusiasm for the product makes all the difference. Frame rep Hurst notes that he does special trunk shows every May in conjunction with Guess? month. "I schedule a trunk show every Saturday from 9 to 4 that month. It indirectly educates the dispensers as well."

A customized backdrop at For Your Eyes Only

PRODUCT KNOWLEDGE

Of course, one of the benefits to holding a trunk show is taking advantage of the rep's knowledge of a collection, and better communicating that information to the public--which is particularly important to high-end dispensers.

The sales staff at upscale South Park Optical Center are artsy and know a lot about the fashions of a collection, but they are not as well versed on the technical features and benefits of a line. "We need to know everything from the technology of the hinge and the nuances of the frame material to the craftsmanship in order to sell a frame for $350. We depend on the reps for that information," Renfrow says.

HONESTY AND TRUST

While Renfrow says most reps are honest, he adds that there are some who will do whatever it takes to close a deal. "I've canceled appointments based on the negative press I've gotten on certain sales reps," he says. "I can't be bothered with someone who doesn't have my best interests at heart."

Far north in Anchorage, Alaska, Bev Harper, owner of Cook Inlet Eyecare, has worked to develop trusting relationships with her reps, and now she buys her new lines from them sight unseen.

"Since we have a four-month waiting time between when a collection is first introduced and when it arrives, I don't have the luxury for them to fly up here and present it to me. I've worked with most of my reps for over 12 years, so I trust they know what will work in our dispensary and what won't."

For instance, she says all of her reps know that they must sku heavier toward metal frames because they are more durable--something that the clientele needs while working and playing in the region's harsh weather conditions.

Her reps must also be aware of the special safety considerations that also impact her customers--Harper needs to stock a strong assortment of rimless frames, since north of Anchorage the temperatures get so cold metal frames will freeze on the face.

"I don't have a frame rep coming to visit me once a month, so I rely on them to hone my frame assortment to sell right from the get go," says Harper.

Working hand-in-hand is key to a successful relationship with a frame rep, concludes Renfrow. "Reps are always clamoring for more board space. And, I can guarantee you the rep that provides me with the best service will be the first to get it."