William “Dr. Bill” Koppin fits frames on a patient. Dr. Koppin’s practice, Shades Optical, only sells luxury frames.
By ROB Editors
A staff that skillfully matches patients with high-end frames that suit their unique lifestyle needs can set a practice apart from the competition. This high level of individualized service also pays off in multiple pair sales.
Quality and Service is the Value-Add
Train optical staff to explain to patients how each high-price frame shown to them fits their specific needs, says William J. Koppin, OD, Shades Optical, in Birmingham, Mich. Point out how, for instance, a particular frame is best because the angled contours offset their rounded face well, or that another frame would work well, but that the dispensary feels the addition of nosepads will be necessary to keep them from slipping off the patient’s narrow nose bridge. Also take lifestyle into consideration, such as warning a patient with a toddler at home thata delicatepair offramesmight not be a good idea for them, given how easily they break.”Talk to patients about why the frames are right for them, and how it could be adjusted to suit their unique needs,” says Dr. Koppin, who explains that his frames are displayed by collection.
ROB Bottom Line
Shades Optical
Dr. Koppin calls patients “clients” to communicate quality and individualized service.
Average frame price
$300
Total Spend
$600 average
$1,000 “not unusual”
Top Brands
Barton Perreira
Oliver Peoples
Paul Smith
Progressive Lenses
50 percent of sales
Sellthemthe Best Product, Period
Tell patients you want to sell them the best frames possible, in terms of face shape, fit and fashion. “We don’t want them to have to compromise any of those things,” says Koppin, “and sometimes that’s hard to do with one pair of glasses, so this type of strategy naturally leads to multiple sales.” In the sales presentation, explain how no one pair of glasses will be the best possible product for them for all aspects of their life. It’s the perfect lead-in for explaining how one pair of glasses are the best possible aid for the computer work of their professional life, whileother frames are greatfor nightlife and another pair of eyeglasses would be the most perfect pair to wear when driving.
Maintain a Clean, Up-to-Date Dispensary
Once a month,evaluate whether the marketing posters on your walls are current. Do some of them tout products you no longer carry or feature out-of-date fashions? Make sure the marketing visuals, from what’s on your walls to what’s handed tothe patient,are visually pleasing and not “tattered or junky,” says Koppin. Also, be sure to clean your display cases and display frames as often as it takes to keep them pristine. Cleanliness is never more important than when making the luxury sales pitch. “I’m not going to spend $300 on frames or spend $800 on lenses,” says Koppin, “if there’s dust on the glass display case and fingerprints on the merchandise.”
Hire Upbeat, Enthusiastic People
Patients are more likely to buy from optical staff who are happy and enthusiastic about the products they are showing them. Luxury is an investment, so the staff needs to communicate why the products are exciting enough to warrant that investment. Keep in mind–and train your staff to keep in mind–that the purpose of making the luxury sale is to postively impact patients’ lives. “Have fun and enthusiasm about what you do,” says Koppin. “People keep their glasses for a long time. We have a chance to change peoples’ lives.”
Talk the Talk
The High-End Sales Presentation
Emphasise that finding the perfect pair of frames is your goal for the patient, says Dr. Koppin, who offers a few samplehigh-end sales pitches.
We’re going to find the best frames for you.
“We’re committed to finding the best frames look for you. This pair may work well for you because you have a rounded face, so these frames would allow us to offset that roundness with angled contours. And since you have a narrow nose bridge, we’re going to add nose pads to make sure your glasses don’t slide off your nose.”
These frames are best for your lifestyle.
“It sounds like you need a pair of glasses that won’t fall apart easily, so these frames may suityour lifestyle better because they’re sturdier.”
We’re going to tailor-make your frames.
“We’re going to sell you the best frames possible, including making any adjustments necessary to suit your unique needs.”
A few different eyeglasses may be best.
“We want you to have the best lenses and frames for every situation in your life. That’s why we’re recommending this pair as a fashion accessory, and this pair for the outdoor work you like to do.”
