retail ops
SYNTAX That Sells
Karlen McLean
Words and phrases matter. In this era of hyper communication—Twitter, Facebook, and mobile phones, to name just a few—choosing your words carefully, whether for use in print or in person, is more important than ever.
But, if you’re like the many who have been in the business for years and years, you don’t give the terms you use a second thought.
Now is a good time to step back and rethink some of the language you use with clients. Here are a few new words and phrases that can have a fresh, positive impact.
RESTORING EYEWEAR
Who says repairs have to be run-of-the-mill?Why not use a jeweler’s marketing terms for your eyewear repairs?
These luxury terms, combined with treating eyewear like it’s special, will allow you to charge for services in a graceful, tactful, and professional manner.
Consider the following:
■ Instead of “repair” say “refurbish” or “restore.”
■ For more extreme eyewear modifications—like manually shortening temples, for example—call the procedure a “customization.”
AS SEEN ON TV
Products touted on television offer exclusive solutions to common problems: A long-lasting, easy-to-apply shine to your vehicle, for example.
You can offer the same simple solutions to everyday problems. Start conversations by asking customers, “What are your major concerns with your vision and eyewear?” Then offer straightforward, practical solutions that directly address them.
WARM RECEPTION
The designated space in which clients wait to see a doctor or optical professional is typically termed a waiting room. A step up from the negativity of “waiting” is “reception area.” Some innovative optical owners even call it a lounge.
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You weigh in: Which is your preferred term? Let us know you thoughts at EyecareBizEditor@LWWVisionCare.com or facebook.com/eyecarebusiness. ■ ECP: Eyecare professional or eyecare retailer? The debate has gone on for years. If we sell eyewear, we’re retailers; if we work with Rx’s, we’re professionals. ■ PRESCRIPTION: Clients expect an Rx, but a pleasant surprise may be the doctor or optical professional’s recommendations on one sheet of paper that includes their Rx. Yay or nay? ■ GLASSES: Eyewear or glasses? They’re used interchangeably, but is one preferable? If so, why? |
COLD DISPENSARY
Optical dispensary—to be dispensed with—has a feeling of finality about it, like once you are dispensed, you are done with us and we are done with you.
For a more inclusive and enduring impression, consider other naming options. One simple suggestion: call it “the optical.”
CUSTOMER QUANDARY
Doctors see patients; retailers see customers. Other professionals see clients. Calling someone a patient, while accurate, may not work outside the exam arena. Calling someone a customer, however, may lump you with other sales categories. Referring to everyone as a client, on the other hand, gives them perceived status. EB
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