Frames

Use Display Trays to Highlight Frames Options

By Evan Kestenbaum and Patricia Oehrlein

Specialized displaytrays help patients to narrow their choices of eyeglasses frames–and can save your staff time by streamlining the frames selection process.
You can make your frames selection process more efficient and effective by utilizing display trays in your dispensary. Transform the task of selling frames into an organized and enjoyable patient experience.
To utilize display trays in your practice, first consider the type of tray to select. You should consider the material, ease of cleaning and portability. Trays can also contain dividers. Dividers can further delineate merchandise, by limiting the selection to a smaller quantity and grouping products. In my practice, we find that felt and leather jewelry display trays work the best. In your practice, try out a few to see what works for you.
Display Tray Key Benefits
• Convert patient waiting and down time to selling moments, thereby making the most of your staff’s time.
• Reduce clutter on staff desks and tendency for patients to get overwhelmed.

• Distinguish your practice as a premium retailer and create a positive customer experience.

Adopt Collaborative Sales Approach
A collaborative sales approach always produces a higher yield. Consumers feel vulnerable when placed in a situation where they have diminished control. Avoid this unwanted and often negative feeling by involving them in the selection process. Hand them a display tray and encourage them to follow you to an area they may have thought was off limits. Allow them to make the selection first, then follow suit with your recommendations.

This avoids the situation where patients isolate themselves in one spot in your optical and you “sell” to them. You can foster a comfortable environment, and create a level playing field by completely removing the sales persona of the dispenser. Say something to the patient similar to: “Please show me what you think is a good choice”; “What frames jump out at you?”; and for indecisive consumers, “Select the one you think I would put on you.” It is important that the consumer is allowed to make that first selection and place it in his or her tray. You can build on that selection by saying: “It appears you like XYZ styles, so you may like to consider this one that is similar.” Allowing the patient to take ownership of the selection process puts you one step closer to making the sale.

Let your consumer tell you what they want, and then take note of frames they place on the tray. Support their selections by utilizing your key talking points for the brands they select until you can reach a point of agreement to consider the style for purchase. The goal is to have more than one frame to consider, and then you can make a case for a complete wardrobe of frames. Key talking points should include fashion, designer, utility and functionality benefits.

ExplainKey Benefits Before Patient Tries Frames On
We all have talking points for every type of progressives. Most dispensers can recite five key benefits of the latest digital lens, yet are at a serious deficit when asked to detail why a patient should select a particular brand or style. Utilizing display trays gives the purchase of the frames increased value and weight. Have a defined course of action for each demographic you sell to. Rehearse the dialogue and any changes you will need to make mid-presentation. For example: When I walk a man near the Prada frames, and I pick up a frame, sometimes a male patient’s response is, “I don’t care about the name of the frame.” So I say, “This is one of the most popular men’s brands in my office. Most men buy them because they are so comfortable.” By pointing out the popularity of that style of frames, you precondition the patient to having a positive response. Most often, the patient will then say, “Yeah, you’re right, these are really comfortable.” That one comment about the popularity and comfort of a pair of frames has helped increase my average men’s frames sale because it adds perceived value and distinction to the frames before it is even tried on. Possessing the ability to change course from designer influence to functionality is paramount in being able to win over patients. For the men’s Prada line we may have five talking points, knowing which of these our patient will identify with is uniquely personal. Listen, ask questions, redirect if needed and explain the importance that the decision to add to the tray be the patient’s rather than yours.

Give Patient Tray Before Exam
Begin by giving the patient the display tray before the exam. The best time to do this is right after checking in. Any waiting time is prime shopping time. If the patient has come with a friend, encourage them to “shop” as well. Interest in a new frame may be just the motivation to get that overdue eye exam. Include a card in each tray with the patient’s name in it, so if it gets set down while the patient has traveled to the exam, or elsewhere, it will not be dismantled until they make their purchase.

Train your optical staff to say something like this to your patients: “While you’re waiting for the doctor, use this tray to check out our optical. “Our optical has many unique styles which I know you will really like. Please feel free to try on as many as you like, and place your favorites in the tray.” Converting waiting time into productive time increases the positive perception of your practice and decreases patient anxiety about wasting time.

Recognize an Overwhelmed Patient
Recognize when your patients become overwhelmed. This is where a divided tray can limit the choices and keep your patients focused on a smaller quantity. Continually update the tray, removing selections that are not worthy. If a patient displays a deer-in-the-headlights look, you have two immediate responsibilities: one, make them comfortable, and two, instill confidence. To create a comfortable, non-threatening environment you may want to move locations. Sometimes just moving to a quieter part of the showroom, or to another mirror, can help. Some patients will need you to give them permission to purchase. Exercising this strategy with the display tray as a decision-making vehicle can be done by first restating the talking points of the brands selected, confirming the patient has made excellent choices and then telling them that you agree that style XYZ would work best as their primary pair, and that their second choice would be great for them to purchase as a second pair. Without making the selection for them, you have now narrowed it down to two frames.

If the patient is still unsure of their purchase, become the authority. Call over a co-worker of theopposite sex of the patientand get their opinion on the frames. Lastly, have the patientstand up and lookat themselveswith the frames on in adifferent mirror.I can’t tell you how many times a patient has made their final decision by standing up and looking in the full-length mirror.

Patient Should Never Leave Without Making Decision
If a patient is walking out of your office without making a decision, you must evaluate every step along the way that led to that indecision.

• Did they feel you had a large enough selection that they don’t have to look anywhere else?

• Did they understand the benefits and value of the frame?

• Did you make them feel comfortable spending money at your office?

Sometimes no matter how good of a job you do, a patient still wants to think about it, or bring back their significant other. I always offer to leave the frames on hold for them until a set day. I rarely offer to write down the frame name for them as it increases the likelihood that they will shop elsewhere.

By using display trays as a tool to help patients narrow down their selection, you can increase the chances that they leave your office with their first-choice pair of frames.

Related ROB Articles

Three Steps to Frame Board Profitability

Creative Displays of Frames

Top Tips on Sales Presentations in the Optical

Evan Kestenbaum, MBA, is chief information officer at GPN, exclusive provider of The EDGE. To contact him: evan.gpn@gmail.com.

Patricia Oehrlein isdirector of business developmentat GPN.

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