Inside the eyewear dispensary, patients have so much to take in without the expertise to know exactly what they’re looking for. Hence the value of an eyecare professional equipped with knowledge of the most up-to-date technologies and the patient’s unique lifestyle parameters.
To help you pinpoint the best premium lens option for each individual, Eyecare Business connected with two retail pros to help you deliver the best recommendations to your patients with confidence and consistency.
→ Phernell Walker, MBA, ABOM, vice president of optometric relations at Eyefinity
→ Jordan Foster, ABO, NCLE, lab processing manager + lead optical sales associate for Deerwood Family Eyecare
1. Discuss through the sales process.
Paired with careful consideration in how you approach the overall sales experience, open communication with your patients can strengthen your expert recommendations.
Phernell Walker, MBA, ABOM: Lenses have a unique brand story; our goal is to connect this brand story with the specific needs and desires of each patient.
Always introduce lenses before frames [and] start by highlighting the possibilities rather than the limitations. Patients are willing to invest in [high-quality products] if they understand the value they offer.
Avoid mentioning price figures related to third-party insurance, as this can set a ceiling for patients’ expectations. Instead, concentrate on their prescription and recommend a lens solution. When discussing insurance, use phrases like, “Your insurance contributes X towards your eyewear purchase,” and avoid using the word ‘covers.’”
Jordan Foster, ABO, NCLE: Does their current progressive lens design feel [limiting] with their head posture or eye movements? Would they benefit from a more scratch- or smudge-resistant lens coating based on their profession? By discussing their needs [and] letting the customer guide the conversation, I can quickly gather the information needed to make personalized recommendations that meet their unique requirements. I also view the notes from their examination as well as their initial acuity [to further inform] my recommendations.
2. Visual merchandising is key. Employ physical, digital, and simulated demonstrations to help patients visualize the benefits different premium lenses provide and, even further, the value of upgrading.
Phernell Walker, MBA, ABOM: It is crucial to have an appealing and informative lens display—a physical setup, a digital interface, or ideally, a combination of both—that is inviting, easy to use, accessible, and understandable, [providing] visual cues for comparing lens thickness [and] showcasing various lens treatments.
Patients want a technology-driven experience, [so] avoid using analog measuring tools like markers; this detracts from lens value. Use digital measuring devices as it enhances the patient experience and adds value to the lenses.
Jordan Foster, ABO, NCLE: I use visuals or real-life scenarios in which their current lenses fail them—for example, demonstrating the difference in size of the visual corridor from a standard progressive to a premium with simulation videos or even drawling it out for them. We have lenses with different progressives mapped out to show the restrictions associated with a standard progressive and the freedom of a premium as well as virtual simulation videos we can show customers on a [digital device].
3. Keep up with the latest innovations to ensure you can effectively communicate the benefits of new technologies.
Phernell Walker, MBA, ABOM: Although patients may not know the technical terminology, they are getting better at describing what they want. I suspect much of this is driven by awareness from social media and today’s patent’s being more tech savvy than ever before. This opens the door for opticians to further discuss patient expectations and understanding about premium lens designs.
Jordan Foster, ABO, NCLE: I am deeply involved in forums and discussion boards [to stay] informed about the latest releases from lens manufacturers. Thanks to these advancements, premium lens sales have [increased], and we have successfully reconnected with customers who had previously tried progressives but gave up.
I think premium lenses are headed in an amazing direction. [With] artificial intelligence, lenses can predict your posture and how you use your eyes in different situations, as seen in the Varilux XR. It is mind-blowing, but I know it’s probably only the beginning.
