BE A TEACHER
NOT A SELLER!
Differentiate Yourself From The Office Next Door. Don’t have the
same sales spiel as everyone else. Find new and exciting ways to start
the sales conversation. Have a cool lifestyle questionnaire you fill out
with the customer, do an image consultation or determine their face
shape before starting in on the eyewear selection.
Know Your Products. We have so much amazing, new technology
in this industry yet we only share a small portion of this during our
sales process. We should be detailing everything about the frames
from where they are made to how they are made. Yet we focus on the
look of the frame. Same with lens technology, customers are completely
unaware of what goes into making a pair of high-quality lenses.
Let’s teach them!
“55% of customers will
pay more for a better
sales experience.”
- DEFAQTO Research
Be The Expert. Customers want our assistance and our expertise.
They are confused about what looks good on them and why they should
spend $700 instead of $100 online. They want us to take control of
the sales process and lead them to a purchase. Don’t just help someone
choose eyewear: be the expert and offer genuine, valuable advice.
Tell Them What You Do. I truly feel this is still one of the biggest
opportunities for us to take back our business from online vendors.
As eyecare professionals we have failed over the years to teach people
the value of what we do. From PD’s to seg heights to adjustments, we
have left them with no knowledge of the impact all of these features
can have on a pair of glasses. We have not taught them why to buy
from us or why not to buy online. Each time you perform an act of
value in this profession, tell the consumer why it matters. Teach
them what we do!
Give Them Extra Value. It’s a competitive market out there these days.
You need to find ways to add value that helps to set you apart from
your competitors. Never underestimate the power of a few items you
already offer: FREE adjustments and repairs, FREE warranty, FREE
follow-up appointments and 30-day money back guarantees. These
offers are great and important to detail to your customer but it’s
also time to think outside the box. What else can you offer that gives
extra value? Gift with purchase, coupon for second pair of glasses,
discount off other products like contact lenses or sunglasses, free
cleaning kit, service from a complimentary business or a FREE eye
make-up tutorial? Get creative and make it part of your brand.
40 OPTICAL PRISM | April 2018
Last note...it doesn’t take much to dif-
ferentiate from your competitors. There
are very few offices in this industry that
do anything unique or new in the sales
process. Train your staff to be eyewear
experts and consultants and teach
versus sell.
Trudi Charest is the co-Founder of
4ECPs, a business resource company for
eyecare professionals. 4ECPs has six divi-
sions, marketing, training, social
media, jobsite, payments and events.
Trudi can be reached at www.4ecps.com
or [email protected].