SECOND-PAIR SALES

SEEING DOUBLE

Think you already know everything about second-pair sales? Think twice

BY KARLEN McLEAN

It’s all here. Sales techniques, how to effectively show and tell, how to follow up, when special offers work (and don’t), plus how to add the personal touch that makes the magic happen.

Colorful frames: Marchon’s Lacoste style L2742 (l) and Ogi’s RedRose style Salvatore. Below, right: Silhouette’s Titan Contour

FOCUS ON FASHION & COLOR

Change the way you do business. That’s what George Moody, ABOC, owner of Ray’s Optical Service in Battle Creek, MI, did.

“We sought out small, unique frame manufacturers in order to achieve a unique look and personality for our optical,” he reveals. “Our market is small and we needed to stand out. It’s the best business decision I ever made.”

COLOR. The focus is on frame color; lots of it, and in different tones and shades. “Color is passion; passion makes sales,” Moody says. “Art on the wall appeals with color, so why not art on the face doing the same thing?”

WOMEN. “Around 75% of our sales are to women, so we cater to them with color,” he continues. “I show them frame styles in different colors and say, ‘One pair may work for all your casual and dress wear needs, but there’s more out there.’ This phrase makes them want to see more.”

MEN. For men, Moody is now showing blue hues. “It’s time to get past 1990s grays and browns,” he says. “We’re showing men different colors—like blue—that suit them to get them out of sameness.”

“When colors are hand selected and frames are shown correctly, the combination makes the sale,” says Moody. “It’s personal, it’s explosive; it’s emotionally appealing in so many ways.”

THE COMPUTER/OFFICE/DIGITAL TRIFECTA

Using analogies helps clients understand lenses designed for office, computer, and digital device use.

TIRE ANALOGY. “An all-season tire doesn’t work well for our winters here,” says Clarence Figgins, LDO, retail area manager for Rochester Optical, with four locations in upstate New York. Like matching tires to the terrain, says Figgins, “a digital office computer lens is ideal to enhance vision in an occupational setting.”

The key is to ease clients into two-pair wear because it just makes sense. For example: “It’s always good to have a back-up pair in case of emergency,” Figgins advises. “Let’s face it, nobody likes the little doughnut spare tire in the car, but it’s awesome if you need it.”

EDUCATION. It’s all about education, says Figgins. “Once patients know I truly care about their optical needs—not just making a sale—it really gets them to trust my professional recommendations.”

SELLING SPORTS/SAFETY

Second-pair sports and safety eyewear sales require a mix of targeted knowledge and practical advice, plus a lot of show and tell.

SET THE STAGE. It’s “embedded in our approach to every customer from the moment they walk in the door,” says Paul Garcia, ABOC, lab manager at Charlotte’s Optical Co. in Colorado Springs, CO. “If you softly impose the idea that one set isn’t always adequate for all of a person’s needs, then the stage is set for the conversation to take place.”

SHOW AND TELL. “Always making a point to show your customers what’s at their disposal without making it a sales pitch will allow for the second pair concept to sneak up under the radar and seem like a service that they need,” he adds.

HAVE FUN. “It’s easy if you make a point to have fun,” Garcia says. “The more customers see you selling an exciting new product rather than going through the motions, the more they’ll begin to be enthusiastic and have fun with you.”

SHOW YOU’RE DIFFERENT. “Always make it a point to show your patients what you have to offer them that nobody else can—your personality; beautiful, useful product; and the capability of making eyewear that will go perfectly with their eyes,” Garcia says. “If you’re not willing to go far for your customers, somebody else will surely be waiting to take your place. Can you afford to risk not being the number-one ECP in your patient’s eyes?”

Hilco’s Leader Legend (top), Wiley-X Youth Force style YFFLA01

Smith style Tioga (top), Kaenon style Shilo

FOCUS ON SUNWEAR

A simple, effective way of selling second pair sunwear—or any wear—is by prescribing in the exam room.

IN THE CHAIR. “When a patient is in the exam room, I’m the doctor and I prescribe what’s best for them and tell them why,” explains Eric M. White, O.D., of Complete Family Vision Care in San Diego.

“I literally take a minute after I finish the refraction to prescribe what the patient needs,” he adds. The main focus is generally regular glasses, computer glasses, sunglasses, and part-time contact lens wear.

BENEFITS, NOT FEATURES. “If you take the time to show them why they’ll benefit from what you’re prescribing, most of the time they’ll find the money through credit cards or Care Credit to get what they feel they need,” Dr. White says. “This is why my per patient revenue is consistently over $600.”

What’s the key? “I take the time to talk with patients in the exam, and again when I hand them off to the optician,” he explains. “The secret to selling second pair is to prescribe from the exam chair.”