business 101

Today's Customer

by Brad Childs

"In today's economy…" I hear this more often and from more customers. In fact, with seven Eyetique locations, I hear all about "today's economy" times seven. For many consumers, it has become a viable excuse to not buy or spend.

But truth be told, if you have walked into any of the Eyetique locations, you intend to purchase eyewear regardless of the current economy. Glasses are a necessity!

As optical business people, it's important for us to adapt to this change in the economy and understand what the new customer is all about. Understand this and you will make it through today's economy.

1. NOT WILLING TO SPEND

If the customer is currently wearing the best, how do you get them to settle for something not as awesome?

You don't. You stay focused on who you are, and what you have built your business on. Great lenses, frames, and coatings are always a must. However, with some savvy buying, and different lens/coating options, clients can possibly spend a bit less.

RECYLING: Here's one option: With the purchase of a new frame/lens package, think about allowing them to recycle their old frames and discount a lens-only purchase.

2. GETTING A SECOND OPINION

Often I'm hearing from customers that they love the direction we are heading for glasses, but it will ultimately need to be decided with someone else—their spouse, child, parent, coworker, whatever.

There are two types of second opinions—the friend who comes along secretly wanting to see the other spend money and the loving spouse who prefers money spent on themselves. The latter is the second opinion you need to sway.

3. USE WHAT THEY HAVE

Our flagship store in Pittsburgh is located in Mister Roger's neighborhood. Literally. The neighborhood in the PBS series was based on the area. In this neighborhood, family-owned stores outweigh big corporate retail by 15 to one.

While some retailers put marketing dollars to the side, Eyetique is continuing strong visual messages to keep its business moving in a tough economy

The tailors here have never done business like they have in the past four months. The cobbler has not re-soled shoes at this capacity since his grandfather opened the place. People may not want to buy new right now, so use this to your advantage. Remain steadfast and show them your new product. But, if they say their current prescription has only slightly changed, then tell them about your great recycling program.

4. KID SPENDING

There is a state of mind during tough times in which the breadwinners—these days it's usually two in the household—are more apt to spend on their kids than themselves. So, when someone calls to make an appointment, ask when their kids were in last (if ever).

For kids, offer pediatric packages that are outside the realm of their vision insurance benefits. Reps may have old frames they're happy to part with. Regardless, most girls want several colors to choose from and a couple basic shapes, and boys want whatever their dad tells them they look good in. It is often that simple. Check out the local competition's kids' programs, then make sure your program is better—and start marketing it!

5. CUSTOMERS ARE EDUCATED

The Internet has made my customers more educated and informed about products and prices. The folks who used to bring in photographs of celebrities wearing glasses are now showing us the same stuff on their iPhones—along with links to various prices. Then they ask, "Can you get me these for this price?"

To deal with well-armed customers, you have to price, but not to the point where you are losing. Remind them why they have developed a relationship, not just with the board-certified doctor, but with the staff. Tell them why your staff is better simply because they are all ABO certified. They are, aren't they?

It is tough, but it will get better—if you are willing to bend to meet the needs of customers in today's economy. Consumers are adapting. Are you? EB