Top-Notch Techniques
Tips from the leaders in selling AR lenses
By Karlen Cole McLean, ABOC, NCLE

AR is a stronger offering today over previous generations of the product PHOTO COURTESY: CARL ZEISS OPTICAL

More than ever, ECPs are finding that the attributes and track record of today's AR are breaking down the barriers of resistance from market segment. Here is how some top-notch practices successfully sell AR to most of their patients.

WALK THE WALK

"Until I started wearing AR, my best demographics were high-minus, polycarbonate, high-index lens wearers, and those who mentioned that glare was a problem," says Dianna Finisecy, president of Wagner Opticians in Washington, D.C.

This has changed since she adopted the lens treatment for her personal use. "Now that I wear AR and love wearing it, everyone is a candidate for AR."

DRIVE THE POINT HOME

Explain to patients that while AR improves night driving because it reduces reflections from oncoming headlights and streetlights, AR applied to the backside of sunlenses will help reduce backside reflections for daytime driving as well.

At Fava & Maria Eye Associates in Lebanon, Pa., the staff starts the AR dialogue by asking, "Do you have problems with glare or reflections at night? Can you see your eye or the lights on the back side of the lens when you are in certain types of lighting?"

Robert Smalling, OD, whose private practice is in a rural setting in Warren, Ark., works primarily with retirees. Many complain of glare problems, especially with night driving, and he consistently recommends AR to help alleviate their medically related glare complaints.

AR is also suggested as a glare-cutter for those on the water. "We've been successful with high-performance sunwear featuring both polarization and AR applied to the back of the lens," says Smalling.

	Showing patients AR lenses next to non-AR lenses is a powerful selling tool, particularly for people who want to minimize the visual impact of eyewear PHOTOS COURTESY: ESSILOR

DEAL WITH DIRT

Cleaning has been the top patient complaint about AR for years. With today's easy-cleaning AR, it's a different story. However, it takes savvy dispensing techniques to show patients recent improvements.

"Some patients do mention AR smudging," Finisecy says. "I put a fingerprint on an AR lens and a non-AR lens, then point out that although the AR lens is no dirtier than the non-AR lens, the fingerprint shows up more on the AR lens because there is no glare sabotaging the fingerprint or other dirt. Then I show them how the special cleaning cloth we provide easily takes care of smudges."

TEMPT TECHIES

Baby boomers are often impressed by technology. When you can show them the advantages of AR on a technologically advanced in-office information system, the sale is almost assured.

"Our latest tool is a patient information Internet tool that shows the advantages of various products. Using this system has doubled our AR sales," says Beverly Heishman, optical manager at Fava & Maria Eye Associates.

People who enjoy technology are prime candidates for AR lenses PHOTO COURTESY: HOYA

OTHER AVENUES

There are several niches within the growing AR marketplace. AR can bring the tech message to kids, teens, and their parents by not only looking cool ("looks like there's no lenses!"), but also by cutting overhead glare from often eye-unfriendly school lighting and computer screens. Combine AR with photochromics for a totally tech look and function.

Wagner Opticians has also had success with using AR for specific medical visual conditions. "I've put several patients with Sjodren's Syndrome [which can cause severe dry eyes] in AR when I've made moisture chamber eyewear for them," says Finisecy.

SPREAD THE WORD

Educate your patients on AR by approaching the subject from several directions. The first step may be brochures in the waiting room. Finisecy says, "Combined with me and my staff wearing AR lenses, AR brochures are the most effective sales tools we have."

As patients leave with their new glasses, throw in a free cleaning cloth printed with your company name and phone number. It's a good sales tool, as well as an AR maintenance tool.

And don't forget the importance of reassuring patients. Notes Finisecy, "We let them know we warranty our AR for two years. And, we point out that in our 34 years of business, we've rarely had to replace lenses under warranty due to the high quality products with which we work."