Reflecting on Success

ECPs explain their tried-and-true strategies for increasing AR sales

By Susan P. Tarrant

Glare reduction is one of several top-selling points of AR lenses. Photo courtesy of Carl Zeiss Vision

the visual benefits that no-glare technology provides are formidable: sharper vision as a result higher light transmission; a reduction of glare, reducing discomfort and eyestrain; and a nearly invisible appearance because of the lenses' lack of reflection.

But AR also represents an opportunity for eyecare practices to make profitable lens sales by doing something that comes naturally: promoting a product that benefits your patients' vision.

“There is such a strong visual benefit [to AR]. I stress to my staff that our job is to get patients to see better, not just sell them a product,” says Yvonne Kneisley, OD, of Kneisley Eye Care in Newark, Del.

So how best to relay all of AR's visual and cosmetic benefits to the patient, and increase AR sales?

We asked several ECPs who are successful at doing just that for their winning strategies.

DOCTOR MAGIC

Never underestimate the power of the doctor recommendation. It's something Eric Nilsen, OD, of Nilsen Eye Care of Richmond, Va., calls “doctor magic.”

When the patient walks out of the exam room with the optometrist's recommendation, and the optician continues the conversation about AR, it creates a seamless transition and a complete message about the product's importance.

Kneisley, who has a discussion about eyestrain and problems with glare in the exam room, says she agrees. “The key to success is the visual benefits, and talking to the patient about those benefits right in the exam.”

“I believe our success with AR is directly correlated to what is talked about in the exam room,” observes optician Gina Derochers of Associated Eye Care located in Sanford, Maine.

“It's just about a guarantee [of an AR sale],” she says, adding that the doctor's AR conversation is then followed up by the optician.

“Our intent is to give patients the best acuity possible. And AR on their lenses is going to do that,” explains Derochers.

Wearers can readily see the difference between AR and non-AR lenses. Photos courtesy of Hoya Vision Care of America (l) and Essilor of America

INCLUDE EVERYONE

The scope for AR is wider than some eyecare practitioners' current focus. “I honestly don't think there's anyone out there who doesn't benefit from AR,” says Kneisley.

The potential market includes:

■ KIDS. “We talk to the parents about AR as a way to provide their child with the best vision and reduce eyestrain and headaches,” says Nilsen. In fact, all his stock single-vision lenses include AR.
■ COMPUTER USERS. “Most of the new LCD monitors are really bright,” says Peter Kaspar, ABO, NCLE, of Sonoma Eyeworks in Santa Rosa, Calif. “There's a ton of glare involved.”
■ DRIVERS. One of the bestselling benefits of AR is its reduction in glare from oncoming headlights. Everyone can relate to nighttime glare at the wheel.
■ APPEARANCE CONSCIOUS. Looking one's best in eyewear means eliminating the reflections from the lenses. Everyone falls into this category.
■ ELDERLY. “They need more light, and AR lenses are letting in the most light,” explains Derochers.

There are also other patient segments who should always get an extra-intent recommendation for AR lenses, note the ECPs interviewed.

Putting AR on high-minus prescriptions provides for better clarity and can help hide the thicker edges. In addition, patients in high-index and poly lenses also benefit from AR.

“To put [patients] in those lenses and not put them in AR is counterproductive,” says Diana Finisecy of Wagner Opticians in Washington, D.C.

SHOW…

Use the demonstration aids (most are available from your vendor) that show the many benefits of AR.

Finisecy uses what her staff calls “the Judy and Dennis Display,” a photo of her friends on a cruise with Judy wearing uncoated lenses and Dennis wearing AR lenses. The difference in the reflections coming off their eyewear is pronounced. “We usually just have to ask, ‘Do you want to look like Judy or do you want to look like Dennis?'''

Derochers notes the best convincer is what is on her and her colleagues' faces. “I wouldn't wear a pair of glasses without AR, and everyone here wears it as well. And I tell patients that.”

…AND TELL

Telling patients about the benefits of AR begins with telling your staff. It is imperative that everyone gets on board with the same message, and consistently hits the same key points.

Kneisley makes sure all of her staff members are on the same page regarding their AR message. This means, regular, ongoing training including CE courses, training through her wholesale lab, staff meetings to discuss the “talking points” of AR, and the benefits message they want to convey.

Nilsen says he makes sure everyone has the same philosophy, which is: “Patients will see better if they wear a non-glare coating. Period.”

OVERCOME THE “NO”

Moving past patient reluctance— even after explaining AR's myriad benefits—does not have to translate into a pushy sales pitch.

■ PRIOR EXPERIENCE. Poor performance issues of early-generation AR included being easy to smudge, easy to scratch, and hard to clean. “It's a re-education process,” Kaspar explains. “We explain what is different now,” including better scratch-resistance and hydrophobic and oleophobic properties that are easier to clean.
■ PRICE. Finisecy uses the example of high-definition TVs to explain the value of AR to patients. People spend money on bigscreen TVs because they deliver an excellent picture with a pristine screen. “If you're willing to do that for a TV,” she tells patients, “you should be willing to do that for your eyes.”

Demo units let patients “see” the difference between AR and non-AR lenses. Photo courtesy of Carl Zeiss Vision

OFFER AR ALTERNATIVES

When any of those issues become a stumbling block, have a plan B, or C, ready.

Many ECPs offer a tiered approach to AR. Nilsen says his first recommendation is always the highest-quality product that meets the patient's specific needs. If price becomes an issue, he'll offer an AR that's one step down that will still deliver the quality the patient needs and wants, but may meet their financial needs a bit better.

As with anything in optical, it is important not to prejudge. “I tell each patient, ‘I want to provide you with the best products for your vision. Here's what I recommend,''' says Kaspar. “And if they tell you that's too much, you can backtrack and offer them an AR that might meet their budget better.”

But be careful of offering too many alternatives. Too many options can become confusing for patients.

An upside to AR discussions, whether the patient opts for AR or not, is that they have become more educated about an option that can help them see better. And once you get a patient into AR, ECPs tell us, they won't look back.

Finisecy says, “Once you've sold it, you've sold that patient on AR for life.” EB