visionomics®

Helping Patients Buy

Visionomics®, a series of COPE- and ABO-approved business-building courses, will be held at this year’s International Vision Expo West show. The courses focus on strategies for assessing and maximizing practice profitability. In this series of articles, Eyecare Business—the official trade media partner for Visionomics—will feature some of the program’s speakers. This month Mark Wright, OD, FCOVD, president of Pathways to Success for Optometrists and faculty coordinator of the Ohio State University College of Optometry Business Management program, discusses his course, “Presenting Fees and Prices so the Patient Recognizes the Value of the Expense,” to be presented at Vision Expo West.

How do we get patients to understand value? Many of us think patients consider price to be the number-one consideration in choosing a service—behind need, convenience, or even the quality of that service. In reality, price is just one of several deciding factors.

There is a difference between learning how to sell and learning how to help patients buy. Here is an eight-step plan for establishing worth and value of your services in the minds of your patients.

1. PRESET THE PATIENT. Put questions such as, “Are you considering purchasing glasses today?” and “Are you considering purchasing contact lenses today?” on the patient questionnaire. It will get them in the mind-set to make a purchase.

2. ESTABLISH RAPPORT. Find the commonalities of language, tone, or behavior between you and the patient and match them. Skip idle chatter. Establish several different types of rapport before going forward.

3. LEARN THE TECHNOLOGY OF SELLING. There have been several sales philosophies over the decades, from Dale Carnegie’s books in the ’30s to Consultative Selling in the ’80s and Facilitative Selling in the ’00s. Use the strengths of each to help patients get the care they need.

4. USE SUMMARY STATEMENTS. It’s important to make sure that you and the patients understand each other. Say things such as, “So, what I hear you saying is…”

5. SIMPLIFY CHOICES. Use words wisely. Describe lens choices as “standard,” “customized,” or “personalized.” Avoid industry terminology when discussing options.

6. CASE PRESENTATION. Restate the patient’s needs identified in the history using the patient’s own words. And address all issues that were identified.

7. OVERCOME OBSTACLES. Patients do not buy based on price unless they have no other way to evaluate your product or service. If they still think you are expensive, you have not convinced them of their need and your service.

8. OFFER PAYMENT OPTIONS. Let patients struggling with the idea of making one large payment know that you are willing to work with them regarding terms. Think about accepting interest-free payments (no more than four), credit card charges, Pay Pal, or even bartering. EB