START IT IN THE CHAIR

You have no doubt heard the term “doctor-driven dispensing” ad nauseam. That’s because it’s a proven strategy for lens sales—whether it be second-pair sales such as computer lenses or Rx sunwear, or for premium lens sales. It’s the absolute starting point for all lens conversations.

“The ECP must ‘prescribe’ from the chair and the staff should also reiterate the doctor’s prescription solutions,” explains Pam Benson-Gibson, director of education at Shamir Insight. “The consumer relates to the term ‘high definition’ and that is a great description for free-form designs. My conversation also includes AR. In the conversation, I explain the lens on the phoropter has AR to ensure the most optimal results for the patient and we include AR in all of our lens solutions.”

FOCUS ON SOLUTIONS

Regardless of the lens technology being discussed, it’s important that it has an inherent benefit to the wearer.

“Many of today’s consumers are quite knowledgeable with regards to lens technology because of information available online, and they rely on the ECP to help narrow down their options,” says Renato Cappuccitti, director of Rx sales at Costa. “As a result, it’s very important that features and benefits are presented in a manner relative to their lifestyle. Gathering information about the wearer’s needs prior to presenting the options helps tailor the product to the wearer so they understand the importance of the technology and justify the cost.”

Phil Cummins, manager of performance development at Hoya Vision Care, suggests focusing less on the lenses’ attributes and more on what they can do for the patient.

“We need to identify with specific visual demands that aren’t currently addressed by conventional lenses,” he says. “Examples would be swimming sensation, distorted periphery, head movement, smooth transition from near to far, quick adaptation, and so on. I think focusing on the demands and solutions is much more digestible to a patient than presenting complex product features.”

And, most important...keep it simple. Using fancy terms isn’t going to impress your patient—it’s going to confuse them.

Says Pete Hanlin, director, technical marketing, Essilor of America: “When people become confused or unsure, they tend to be far less open to new ideas or suggestions. The phrase ‘Just give me what my insurance covers’ doesn’t necessarily mean the patient is looking for a cheap option. It more likely means they are confused by all the options and are assuming the insurance will only cover ‘what I really need.’”

DON’T JUST SAY IT, SHOW IT

As lens companies have advanced their lens designs, so too have they increased their demo game. High-definition demonstrators are commonplace, and tablet-based apps (some associated with patient measurement tools) are able to provide patient education regarding lens designs, benefits, or even blue light emissions from screens. Some even go as far as using the camera lens in the tablet to let the patient see the treatment or design in real life situations.

“Pictures and other illustrations can be somewhat effective,” says Cummins. “But with these apps the patient is getting real-time demonstrations.” And they are particularly effective when trying to describe the benefits of a single vision free-form design.

“Those are harder to explain,” Cummins says. “Here, you can dial that Rx right into the app. You’re demonstrating exactly how somebody is going to see with their new lenses. And that is a pretty impactful thing.”

Gibson-Benson suggests creating a consistent free-form menu and message that everyone presents, from the front desk to the examination to the dispensary.

“Do not presume you will rock the boat by offering new technology,” she says. “Offering old technology is not giving the patient the right information to make an educated decision.”

WEAR IT PROUDLY

A final key to turn in the lens sale is to “make it personal,” Hanlin suggests. “Wear the technologies you recommend, and be prepared to tell the patient how the products help you (or even your loved ones) in their daily lives.”

Likewise, consider a “testimonial wall” where you highlight some of your patients who are wearing—and loving—the products and technologies you are talking about.

“Word of mouth is an incredibly powerful driver, and sometimes you just have to create it yourself!” says Hanlin.