Ophthalmic Lenses

Seal the Sale: Bundle in the Exam Room

By Mark Hinton

Use your authority as doctor to prescribe multi-treatment lenses to patients while they are in your exam chair. Your recommendation will makea bundled sale more likely following the hand-off to your optical staff.

Enable the Patient Self-Sell
I don’t want the doctor to sell. For that matter I don’t want anyone “selling.”Your patients, like all consumers,sell themselves based on whether the education and benefits of the products have relevance to their need or want. It’s the art of questioning, combined with education and benefits leading to a question of want that attracts patients to trust, and ultimately, purchase. Stop recommending and start advising. Patients buy doctor advice, which has more influence than recommendation. If you want your patients to accept it, advise it.

Sell with
Simple Language

Avoid jargon. Use understandable language to describe lens treatments.

High-Index Lenses
“We will make sureyour lenses are cosmetically thin and attractive.”

Anti-Reflective Coating
“Your lenses will be treated to allow all the good light you need to see sharp and crisp, to pass through your lenses, allowing you to see about 10 percentsharper and clearer.”

Transitions Lenses
“You can wear them all the time! They’re more comfortable than clear-only lenses, safer too, because they absorb three offour types of glare we encounter every day. When combined with sunglasses, your sight will reset for night in a matter of minutes.”

AR high-definition Transitions lenses
“These lenses will knock out all glare that would interfere with yourtennisperformance level, raise your reactionary ability by defining the sight on court, and reduce photo stress throughout the day by blocking unwanted glare under any lighting conditions. That way, you play at your absolute top performance.”

Doctor-Patient Conversation:“Ms. Jones, in your unique case, my advice for you is AR high definition lenses because as I design this combination specifically for you, based on what I have discovered during the refraction part of your exam today, it’s going to allow you to see as sharply and clearly as your prescription can provide. Patients typically express to me they’d like to see as clearly as possible. Were you hoping I could do the same for you, too?”

“YES!”

“Good, I’ll advise my optician to follow my advice specifically for you so you may expect the best result. In addition, my opticians are the eyeglass experts and they tell me my patients love the new Transitions lenses that adjust to varying light levels throughout the day; that they’re safer and more comfortable than clear-only lenses and they help with glare when your sunglasses may not be handy or practical. So, I’ll advise them for you, and the opticians will address your further questions regarding your lenses and your sun lenses.”

Dispensary Hand-Off: Bridge Between Doctor, Patient and Optician
In thehandofffromexam roomto dispensary, train your staff toseamlessly continuetheadvisory conversation youbegin in the exam room, including personalizing the buying experience by calling the patient by name.

Optician-Patient Conversation: “Ms. Jones, my name is Laura. I’mone of Dr Schwartz’s opticians. May I call you Kathy?”

“YES”

Kathy, I understand clearly what Dr. Schwartz has advised and designed specifically for you today so when you leave the office you’ll see sharp, clear and crisp. Is this what you understood and expect too?

“YES!”

“Often we understand people think all lenses are the same and correct sight the same, but this is not true. The wrong lens type or material can reduce sight, reactionary time, lower performance, cause fatigue and reduce sight in low light and night light by as much as 30 percent. This is why Dr. Schwartz is such a stickler for precision accuracy for all of his patients and for your assurance and peace of mind I’ll ensure yours are perfect too!”

Link Patient Need to Bundle
Understand the patient need and how to apply and bundle your products to that need.

Optician-Patient Conversation: “Kathy, soI understand how your needs and wants are unique and differentfrom the previous patient I worked with, would you share with me how you use your eyeglasses now during your active day? And by that, I mean: At work? At leisure? For hobbies and sports? And, especially at night where critical contrast is so necessary to see and perform well?”

When you know these answers in detail, you have a “map” to plug-in and bundle your products with the expressed benefits. Consumers buy the “what’s in it for me” benefits of your products, which are relevant to their needs, wants and dreams. You can’t guess what’s relevant to their needs untilyou ask and you detail it.

Package Bundled Offerings
Consider creating a “Red Hot Value Package” with different bundles and savings based on need for patients whocan’t afford your ideal recommendation, or are especially price conscious.

Though I am not a fan of discounts because they cheapen service,such packages enable you to refocus on price for patientswhose main concern is cost.Come up with a signature slogan to introduce your value package. Consider reducing the cost of products when bundled with a “Your bundled sight savings is….”

For questions and help in getting your bundle game on, you are invited to email exchange with Mark Hinton / eYeFacilitate for additional clarification. To contact Mark:eYeFacilitate@gmail.com

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