Get Noticed on the Web with EyewearPromotions.com

Looking for ways to increase your presence on the Web? Is your practice showing up in Web searches, or could it use a boost to get to the top of the listings? Eyefinity has a tool to help—EyewearPromotions.com—a new consumer-facing Web site for private-practice professionals to help you compete with retail.

At EyewearPromotions.com, consumers will see appealing promotions with a retail look and feel, and can search for practices by zip code. What’s more, EyewearPromotions.com links to your eWebExtra™ site, automatically updating the promotions page so consumers see the same promotions in both places. Research shows that promotions create a sense of urgency, attracting patients to your practice rather than a retail chain.

You can also download promotional signage from EyewearPromotions.com for displaying in your practice to increase incremental sales to your existing patients. With signage in three locations–EyewearPromotions.com, your eWebExtra site, and your office–the consumer sees consistent messaging and graphics, which increases retention.

Since your eWebExtra site links to EyewearPromotions.com, it can help your Web site rise to the top of consumer Web searches, resulting in more hits, and more consumers looking at your practice. Last year, more than 40% of consumers looking for an optometrist found them on the Internet.

Subscribe to EyewearPromotions.com before July 5, 2011, and get 1 month free with a 1-year subscription. For more information, contact Eyefinity at 877.448.0707, option 2, or e-mail Eyefinity Inside Sales.

Selling Multiple Pairs: New Revenue Sources without Adding Patients

Today’s entry comes from Kirk Poole, Field Services Manager for Eyefinity.

Woman in SunglassesThe 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.

Growing Your Practice: Price-Point Promotions

Today’s entry comes from Kirk Poole, Field Services Manager for Eyefinity.

You see them everywhere—in  newspapers, TV commercials, and direct mail. The major retail chains offer price-point promotions almost constantly—“two pairs for 69.99,” “buy one, get the second pair free.” These types of promotions are employed so frequently because they work! Consumer trends have changed—the eyewear consumer is now driven by price and quality—and price-point promotions are a key tool for increasing sales at any dispensary. Promotions compel a purchase to be made now, and they are key for driving patients into your independent eyecare practice rather than the nearest retail chain.

eyewearpromotions.com

Use eyewearpromotions.com to help you promote, design, advertise, and distribute your promotions.

But how, you may ask, can I create compelling price-point promotions? After all, you don’t have access to the same marketing budgets as the major retailers. How can you know which promotions are most attractive to consumers? To establish which promotions make the most sense for you, take a look at what your retail competitors are doing and try to stay within the same price ranges. Also, it’s very important that you keep in mind the disclaimers you want to put on the promotions. For example, you probably don’t want the customer to be able to combine a promotion with their insurance benefits or other discounts.

A second challenge an independent eyecare professional will need to overcome is how to get the word out about your promotions. You can do so by printing fliers for distribution in your local area or by displaying them on your Web site.  You can also enlist the help of eyewearpromotions.com. This unique offering provides your practice with all of the promotion design, messaging, advertising, and distribution.  Eyewearpromotions.com even pushes out the promotions to your eWeb Extra Web site automatically.

For more tips on how to grow your practice, 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.

Eyewear Promotions Aims to Strengthen Your Practice

Today’s entry comes from Kirk Poole, Practice Management Specialist for Eyefinity/OfficeMate:

Looking for ways to increase your web presence?  Is your practice not showing up in online searches, or could it use a boost to get into the top listings?  Eyefinity/Officemate has the tool to help you: EyewearPromotions.com!

EyewearPromotions.com is a new consumer-facing web site that gives private practice the tools to compete with retail.  It starts with a heavy advertising campaign utilizing Google and Yahoo sponsored search that drives consumers to the web site, which offers them great deals on designer frames, sunwear, premium lenses, contacts, and more. To take advantage of these offers, consumers can locate a local participating provider through a zip code search tool on EyewearPromotions.com. It even links out to your eWeb Extra site, and the consumer sees that same appealing promotions, which are automatically updated and added to your practice’s site.

You can also download the signage and display it in your practice to increase sales to your existing patients.  This will help ensure consistency and continuity of the promotion both online and in your practice.

Because your eWeb Extra site is connected with EyewearPromotions.com, your site’s status raises with search engine optimization.  Your web site traffic will increase, and more patients will discover the value that your practice can offer them.  Did you know that 42% of consumers looking for an optometrist last year found them on the internet? With statistics like that, doesn’t it make sense to make your presence on the web the best it can be? With eWeb Extra and EyewearPromotions.com, you can’t miss.

For more information, please email or call us at: Eyefinity-InsideSales@eyefinityofficemate.com or 877-448-0707.