GLASS
7 SMART TIPS FOR PRESENTING GLASS
ECPs reveal their best ideas for successfully presenting and selling glass lenses to patients today
Glass lenses are an excellent choice for activities such as driving, reading, and digital device use
Glass is everywhere. On your windshield, your iPad, and your smart phone. Why? Because it has great optics. Many patients realize that. Some do not.
Those in the know request glass lenses for several reasons. The two most common ones—crisp optics and scratch resistance.
But, there’s plenty more to glass. Because it is innately scratch-resistant, not only does that save the consumer money, but it gives you the opportunity to turn those savings into an upsell.
How? By suggesting backside AR or a mirror flash coat, for example. That makes glass a definite profit maker for the practice.
Simply put, the optical performance of glass is unbeatable.
Crown glass, for example, has an Abbe value of 59 (compared with polycarbonate’s Abbe value of 30). Because it captures true hues and colors, it’s little wonder that designers and jewelers love to work with glass.
Here, eyecare professionals who are passionate about dispensing glass share their best tips for presenting glass to patients and customers today.
TIP #1: PERFECT FOR ALL. Glass is an excellent choice for all adult patients, from young professionals (who love the look of classic P3 styles) to seniors who want bifocals or trifocals. New free-form glass equipment enables the patient to get the newest progressive designs. Not only can materials be combined without a noticeable edge, but glass’ high Abbe value will also keep it free from disruptive color fringes.
TIP #2: READING AND RIDING. Barry Santini, consultant and owner of Long Island Opticians in Seaford, NY, says ECPs should position glass for reading and driving.
“As the highest-quality, most durable lens material, glass is especially good for reading glasses, as these styles feature smaller eyesizes and require less sustained usage,” says Santini. “They’re also great for part-time use, such as driving, especially photochromic glass.”
TIP #3: ROUGH AND READY. “Offer glass to someone who is rough on their lenses,” notes Alex Chernoff, owner of Eye to Eye in Baltimore. “A perfect customer for glass is someone who spends a lot of time at the beach or wherever there is lots of sand. Glass lenses are durable and, therefore, less likely to scratch.”
Other candidates are folks who work outdoors and may use their shirttails to wipe away dirt on their lenses. Glass can take it better than any other material.
TIP #4: PRICING AND POSITIONING. ECPs agree that glass should be considered a premium product. If a particular patient is price-sensitive, Santini suggests to “bundle by discounting the frame rather than the lenses. This allows the glass lenses to command their proper price.”
Chernoff agrees it makes sense “to sell glass for more than plastic or polycarbonate. It’s more durable.”
TIP #5: SECOND-PAIR SALES. Glass lenses enable solid second-pair sale opportunities. “There’s absolutely no better casual, trendy, and value prescription sunglass than something like a New Wayfarer with glass sun lenses,” says Santini. “Whether you’re wearing a business suit or swimsuit, this glass pair won’t let you down.”
Chernoff adds, “I would recommend a second pair of glass lenses for the beach. And, as far as driving goes, I think it’s one of the best lenses on the market.”
TIP #6: INDUSTRIAL USES. Glass lenses are perfect for a variety of industrial uses. They not only resist scratches, but chemicals, too.
That represents a multitude of opportunities in the medical and scientific fields. And when it comes to areas like radiology, glass is a definite must.
TIP #7: VISION DISORDERS. Specialized glass lenses are often recommended for a variety of vision conditions. CPF Glare Control lenses, for example, come in several filtering levels designed to help with conditions ranging from light sensitivity and cataracts to macular degeneration and retinitis pigmentosa. Glass is also the material of choice for severe ametropia.
Whether it’s for function or for fashion, glass lenses are a great answer for the wants and needs of today’s discerning consumer.
—Stephanie K. De Long
PHOTOCHROMIC PERFORMANCE
Did you know that glass was the very first photochromic material? It was developed at Corning Glass Works in the 1960s.
Today, glass retains a premier position in the category. The degree of darkness achieved is related to the thickness of the glass, and today’s glass photochromics are so impact-resistant they can be surfaced to a 1.5 center thickness in minus prescriptions.
Of course they’re adaptable, great for indoors and out. And, unlike other materials, glass photochromics deliver both Abbe value and changeability.
Plus, there’s no better sun lens, especially when you add polarization to the mix. That’s why so many premium sunglass brands come with glass lenses today.
Polarized glass lenses, including driving lenses, are perfect for high-glare situations, whether that results from oncoming car headlights and road reflections or surfaces like water or snow.
Alex Chernoff, owner of Eye to Eye in Baltimore, is a big supporter of Serengeti sunwear with glass lenses. “They’re photochromic,” he says, “which means they will get darker in brighter sunlight, and they’re also a lightweight glass.”
The bottom line? Glass photochromics are a plus—for the practice and its patients.
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