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Multiple-pair sales can be the key to boosting your bottom line. This OLA-sponsored guide walks you through the steps to success with advice from lab pros
By Alex Yoho, ABOM

q: What would you say to accounts that feel it is unprofessional to "sell" eyewear or that they are pushing their patients to spend too much on multiple pairs of eyewear?

Shaw: We need to realize that one pair of glasses cannot help in all uses—reading, night driving, outdoor sports, working in the garden or on the computer, distance, fishing, and safety. You are not providing the best eyecare without explaining the differences in the lens technologies that are
currently available.

Lesher: I tell the doctors they do not have to sell. In fact, I do not recommend they sell. Instead, we educate consumers. With the wide variety of products available, we can give the patient choices of lenses to best complement their lifestyle.

Szymanski: When it comes to selling multiple pairs, ECPs who worry about overselling eyewear or forcing patients to buy products are right to feel uncomfortable about doing so. Overselling does not help the practice, the consumer, or the laboratory. The responsibility for any ECP is to educate consumers on the available options.

Yadon: All patients have multiple vision needs and ECPs have a duty to present solutions for these needs. If patients can't afford them, they won't purchase them.

q: What does your lab offer in the way of education about selling multiple pairs?

CHRISTIAN ROTH SUNWEAR FOR CHARMANT

Lesher: We offer one-on-one training for our clients through regular office visits to demonstrate products and lens treatments. We also use an educational program that Transitions provided us.

Szymanski: We offer education ranging from large seminars to personalized in-office classes as well as in-laboratory training. We recently unveiled STRATA: Achieving Higher Levels of Success, a four-module, multi-media training and educational tool. A joint venture between Toledo Optical, the VCA, and Lightbenders, STRATA focu-ses on increasing second-pair sales through the use of more effective presentation skills.

Yadon: We offer CPR: Consult, Present, Resolve, a presentation developed by the VCA's Rene Soltis.

q: Who is an ideal patient for multiple pairs of eyewear?

Shaw: Never prequalify anyone based on how they look. We are not giving the patient the best eyecare if we do not present all the options.

Lesher: The ideal patient will vary from optical shop to optical shop. At a boutique, the optician may have more opportunities to present second pair options on style alone. A footnote here: Don't forget the over-40 group. These folks have disposable income and often benefit from multiple pairs.

Szymanski: There are few other industries where consumers are so prejudged on their ability and/or willingness to purchase goods. Eyecare MUST stop
attempting to manage the checkbooks of our patients. Our obligation is to present all the options in an unbiased manner.

q: What locations have the best multiple-pair sales?

Lesher: Our best multiple pairs account locations are places with easy access to parking. The malls are not generating as much business as in the past.

Szymanski: We find that selling multiple pairs is less a function of location than it is a function of eyecare professionals being properly trained.

Yadon: Locations in larger cities seem to do better with multiple pairs, but it depends on whether options and benefits are presented in a way that communicates value.

q: Should accounts discount eyewear to encourage multiple-pair sales?

Shaw: Definitely. They should offer some incentive for a second pair. We helped produce a patient card for a discount if they come back within 30 or 60 days.

Lesher: Discounts on multiple-pair sales are fine. It's a good idea and gives the patients a little extra incentive to be good to themselves and perhaps helps to justify the purchase. Dispensers need to convince the patient that he/she deserves the second pair.

Yadon: Using discounts can help ECPs who have a hard time getting over the patient spending so much money. They can at least be comfortable enough to mention second pairs.

q: What type of eyewear are your best accounts selling most as a second pair?

Shaw: Polarized sunwear is great for second-pair sales. There are many tools available to help promote the benefits of sunwear and we feel this is a good market to grow.

Lesher: Specialty lenses, such as computer lenses.

Szymanski: The sunglass market and near-variable focus lenses.

Yadon: Without a doubt, sunwear is the most popular option for a second pair.

q: What effects have third-party plans had on multiple-pair sales?

Lesher: Devastating. If we concentrate on only what they provide, the multiple-pair sales are non-existent. Instead, say something like, "Your policy entitles you to a substantial discount on your purchase." I encourage our clients not to fall for the trap of finding eyewear that "fits" the insurance plan but to use the plan as a tool to better serve the patient.

Szymanski: Third-party plans and managed care in general have hindered the positioning of second-pair sales. But by focusing on the positives and not simply
taking the path of least resistance, multiple-pair sales are attainable.

Take a moment to speak with your OLA member lab rep and explore the possibilities he or she can offer to you and your staff. Visit the OLA Website at www.ola-labs.org to find an OLA lab near you.