visionomics ®
HIGH-END ATTITUDES
Visionomics®, a series of COPE- and ABO-approved business-building courses, will be held at this year’s International Vision Expo East. 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, Valerie Vittu, owner of Margot & Camille Optique in Philadelphia, discusses her course, “Sell High-End with Ease” to be presented at Vision Expo East.
High-end sales may seem difficult, but success in the high-end category is really about connecting with clients and sharing an appreciation of the product. It is a branding of yourself and your store, as well as your merchandise.
Here are some basics to help you and your staff with high-end selling.
CUSTOMER CONNECTION
It is imperative to engage customers by interacting with them without being imposing. Make sure they feel comfortable—invite them to sit down and have fun trying on eyewear. Always show them something from a drawer or a new arrival that will fit them.
Conversation is important, as it will give you clues to how the customer wants to be perceived, as well as his or her eyewear needs. Your knowledge about the products is an essential tool for controlling the sale; but be careful, as a lecture will turn a customer off.
Even if a customer seems to be only casually browsing, do not disregard him. Every interaction is an opportunity to make a sale. You may not make the sale immediately, or even in this visit, but you are planting the seed for the future.
BUILDING UP THE PRICE
Not every dispensary is worthy of carrying a $3,000 product. Yours is, and it is important to educate your client on the integrity of your business, your service, as well as your merchandise.
Talk to customers about natural materials, about pigments, and about the craftsmanship that goes into the frames you carry.
Take the time to point out limited editions in your collections. Educate your customers on what makes a frame look great and feel great. Remember that a high-end client buys because he wants, not because he needs.
If an objection is raised about the price, it means you didn’t build up the product value proposition well enough. So go back to it—quickly.
| PERCEPTION MATTERS |
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In high-end sales, customers’ perception of you, your staff, and your dispensary are important elements in the sale. SHOWROOM.Your showroom needs to look like it houses art (which it does). The shelves, features, and the merchandise must stay impeccable at all times. No staff cell phones or food in the dispensary, ever. DRESS.Dress appropriately, and assimilate into the fashion of the neighborhood. Good hygiene is a must. SMOKING.If you smoke, manage your breath and overall scent. And never walk through the dispensary directly after a smoke break, trailing the cigarette smell into the showroom. |
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