BUYER'S FORUM
Patient training

While many practices invest time and money making sure their staffs are up-to-the-minute on product trends and developments, they may be missing a critical educational focus: The Patient. On the lens side, polarization viewers, lens centers, and other demonstration units show the features and benefits of products. On the frame side, however, practices may have to be a bit more creative when it comes to show and tell. Following are a few tips EB has gleaned from optical insiders:

BEAUTY SCHOOL (1987). A makeup artist on site was a powerful frame selling tool for Optical Designs in Santa Monica, Calif. Tracy Richter, a cosmetician, sold her private line of cosmetics, Makeup by Trace, at the shop and was available for makeovers at the dispensary. Helping people look better with makeup made them aware of what's happening on their faces, and therefore, more open to creative, stylish eyeglass options. "Women tend to ignore their makeup when they wear glasses and think glasses detract from their beauty," Richter said. She taught them simple procedures that they could duplicate at home, then sent them back into the dispensary to check out new eyewear to go with their new look.

FRAME LESSONS (1998). Randy Scott, owner of Art of Optics in Aspen, Colo., educated his patients subtly but completely. There were plaques accompanying frames to explain the line, give a review of the frame, and indicate his personal choices. "Scott also believes in 'romancing the sale' by walking customers through the dispensary to explain the different lines before showing them specific product."

PEP TALK (2002). For the sporty set: "People get the fashion side of sports eyewear, but you have to explain the function side," said Paula Donnelly, director of product development for LensCrafters. "If it's something that's technical, it must be explained, especially if it has some uniqueness, such as rubberized temple tips to help secure it better to the head during activity."