Today’s entry comes from Kirk Poole, Field Services Manager for Eyefinity.
The difference in multiple-pair sales between retail chains and independent optical practices is staggering. Retail channels, on average, sell multiple pairs to 30% of their customers, while independents average between 10% and 15%. With 30% of eyeglass wearers using two or more pairs of eyewear, it is logical that an independent eyecare provider would want every patient to purchase multiple pairs from his or her practice.
We have found that, in independent practices, there are several barriers that prevent multiple-pair sales. For example, such patient objections as, “I only want what my insurance pays for,” or, “I can’t afford to spend that much,” curtail many sales. These objections, however, should not be the end of the sales conversation.
Patients are likely to have specific needs, and second or third pairs can address these needs. These second or third pairs can bring value and improve patients’ quality of life, which are benefits that are worth paying extra for. It is up to the sales associate to uncover needs that can only be revealed through conversation and by asking the patients open-ended questions.
Open-ended questions often uncover patients’ needs for second or third pairs for computer use and outdoor activities. After identifying the patients’ needs, leverage those needs to demonstrate the benefits of a second or third pair, overcome objections, and convince the patient of the value of the additional pairs.
Here are some examples of open-ended questions that you might consider asking:
- How do your glasses work for you when you are out in the sun?
- How do your eyes feel after looking at your computer screen all day?
- How long is your commute on a daily basis?
Overcoming objections is naturally uncomfortable, but by demonstrating the value and explaining the benefits of the additional products and how those benefits relate to patients’ needs, you can enjoy the additional revenue generated through multiple-pair sales without acquiring additional patients.
For more information on selling multiple pairs, including detailed strategies for overcoming patient objections, visit www.eyefinityofficemate.biz.
Kirk Poole is the manager of field services for Eyefinity. He has worked in the optical business for over 30 years. He holds a degree in ophthalmic optics and is accredited by the ABO as a charter-certified optician. Kirk has managed single to multiunit locations in multiple states and achieved positive results at a national retail level for over 10 years. He also served as a national trainer for new regional sales managers.