2013 accessories supplement eyecare professional magazine

2013 ACCESSORIES & READERS SUPPLEMENT

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OPTISOURCE INTRODUCESLady’s Line of Optical Tools

OptiSource International has developed an exclusive line of handtools specifically geared towards thesmaller grip of their female customers.The ten-piece set offers the most pop-ular adjusting, cutting and specialtypliers. The innovative, lightweightdesign includes smaller handles,coated grips, and an internal springdesign. Beside the tools being comfortable, petite, and nimble;each sale of the Lady’s Line Pliers contributes to the Breast CancerResearch Foundation.

“Our Lady’s Line of pliers are morethan just a cute pink tool – they help women in the optical profession complete their job with ease andcomfort; all while contributing to thefight against breast cancer,“ saidDaryl Squicciarini, president ofOptiSource. “The grip on the Lady’sLine goes through a three stepprocess to create a strong tool thatlooks great and is comfortable towork with for hours.“

To view the full selection of Lady’s line Pliers, go to:www.1-800-optisource.com/Ladys-Pliers.aspx

Accessoriesand ReadersAccessoriesand Readers

CASES

Most eyewear does come with its own caseor eye care practitioners are often inclined togive away a case with an eyewear purchase.However, additional case sales can be a niceway to boost some extra profit. It’s also arepeat sales item that patients may purchasethroughout the year. Many patients like tohave more than one case or may wind up losing one. When your patients purchase eyewear, consider asking them if they’d alsolike to purchase an additional case to keep intheir car or to have on hand if they misplacethe original. Use the sale of the case as anopportunity to educate your patient on takinggood care of their eyewear. Modern Opticaland LBI Eyewear have a great selection ofcases in many shapes and styles.

Cases are also an accessory that kids tend to enjoy. To them it’s a fun addition to theeyewear. When fitting children, be sure to talk to the parents about the importance ofstoring glasses in a hard case to keep themsafe. You can talk about having additionalcases to keep around the house, in their backpack, or maybe even in their desk atschool. The cases available for kids tend to bebrightly colored or may even have graphics orcharacters that appeal to their age group.For tween girls, eyewear cases that come withlittle straps and are made to look like smallpurses are an easy sell.

Whether you’re selling to children oradults, the key to selling eyewear cases is tohave them on display. By having various eyewear cases displayed in your dispensary,you may even attract some sales whilepatients are waiting for their turn and wanderover to browse. Also, always be sure to utilizea case when selling eyewear in the dispensary.After talking about a particular frame, gentlyreturn it to a case to reinforce the importanceof taking good care of the frames. This alsopositions the eyewear as an item of “value”and may help make the overall sale moreappealing.

CLEANING CLOTHS, TISSUES,AND OTHER “CARE” ITEMS

While cleaning supplies like Nanofilm’sUltra Clarity pre-moistened lens towelettesare smaller sale items, the fact is that they stillhold important value in the dispensary. Forone, they present an opportunity to discussthe importance of good care of the eyewearyou sell. If patients are taught to take propercare of their lenses, they are more likely to be happy with the overall product. Smudgedlenses is a common complaint among eyewear wearers but if these patients aretaught to regularly clean their lenses with acleaning product, they are more likely to takematters into their own hands than to assumeit’s a problem with the eyewear.

Lindsey Getz

ALL ABOUT

ACCESSORIESALL ABOUT

ACCESSORIES

ECP MARKETING

Selling accessories goes hand-in-hand with selling eyewear andcan be a nice add-on sale. It’s also a great way to draw patients inwhen they may not be in the market for new eyewear. We take alook at the keys to success when selling four of the main eyewearaccessories out there.


New New New

*Offer Expires June 30, 2013

*


by

THE “DELUXE CLAMSHELL” COLLECTION

10-90 pcs$1.04 ea100+

74¢UNITS OF 10

MIX & MATCH TO MAXIMIZE VALUE!Prices based on total cases ordered of “Deluxe

Clamshell” Collection. (Minimum order per color is 10)

10-90 pcs$1.09 ea100+

79¢UNITS OF 10

THE “SLIP-IN” COLLECTION

10-190 pcs49¢ ea200+

39¢UNITS OF 10

10-190 pcs56¢ ea200+

49¢UNITS OF 10

10-190 pcs$1.09 ea200+

99¢UNITS OF 10

MIX & MATCH TO MAXIMIZE VALUE!Prices based on total cases ordered of “Slip-in”

Collection. (Minimum order per color is 10)

Beige Black BrownBurgundy Light Blue Lilac Beige Black Brown Lilac

SI-401 Vinyl Slip-in (Medium 80x160mm)

PC-301 Plastic Jelly Bean(158x63x34mm)

Beige

Brown

Burgundy

SI-403 Vinyl Fold-over (Medium 160x70x25mm)

Black

SI-402 Vinyl Slip-in with clip(Medium 83x165mm)

Lime • Tangerine Cherry • Lemon

Smoke • Blueberry

SI-405 Vinyl Slip-in (Small 70x155mm)

Black Brown

CS-106 (Medium 146x54x30mm)Matte Leather-Look & Lizard Finish

Brown Matte • Black Li zardBrown Lizard • Black Matte

CS-105 (Medium 152x51x34mm)Soft Leather-Look Finish

Black • Brown • Blue

CS-104 (Medium 143x53x24mm)Polished Leather-Look Finish

Brown • Black • Burgundy

CS-108 (Medium 152x51x34mm)Pastel Leather-Look Finish

Light Blue • Light Rose • Light Brown

CS-109 (Medium 153x60x33mm)Basket Weave Finish

Black • Lilac • White

CS-110 (Medium 146x54x30mm)Polished Finish

Black • Blue • White

CS-111 (Small 155x52x28mm)Textured Finish

Black • Pink • Blue

CS-112 (Large 159x64x48mm)Textured Finish

Black • Brown • Rose

CS-113 (Large 164x63x41.5mm)Textured Finish

Black • Brown • Wine

CS-107 (Large 153x50x44mm)Smooth Leather-Look Finish

Black • Brown

CS-102 (Small 146x48x28mm)Lizard Finish

SI407 Vinyl Fold-over (Medium 83x175mm)

black • brown

Black • Brown • Red

CS-101 (Small 150x46x31mm)Smooth Leather-Look Finish

Black • Brown • Blue

10-190 pcs$.79 ea200+

69¢UNITS OF 10

NEW

NEWNEW

AccessoriesECP_0513.qxd 4/29/13 11:21 AM

We make quality eyewear & accessories Affordable!

13mm symmetrical

15mm symmetrical

17mm symmetrical 19mm symmetrical 17mm symmetrical 19mm symmetrical

15mm symmetrical

9mm button 9mm button 13mm symmetrical

PRICE PER PAIR25 PAIR40¢ pr

50 PAIR35¢ pr

100 PAIR29¢ pr

200 PAIR23¢prBEST VALUE!

Free screws included with all screw-in padsMinimum order is 25 pairs per style

Modern Optical International585 Congress Circle North • P.O. Box 72360 • Roselle, Illinois 60172phone 800.323.2409 • Español 888.722.3937 • fax 800.323.3089

Visit us online at www.modernoptical.comE-mail ordering: [email protected] • E-mail questions: [email protected]

Summit Optical Supply is a division of Modern Optical International

SUMMIT SELF TAPPING SCREWS

CALL TODAY 800-323-2409 • FAX TODAY 800-323-3089

Summit Part # Finish Head Diameter Length List Price 50 100 200

161258S silver 1.6 mm 1.2 mm 5.8 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 161258G gold 1.6 mm 1.2 mm 5.8 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201262S silver 2.0 mm 1.2 mm 6.2 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201262G gold 2.0 mm 1.2 mm 6.2 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201460S silver 2.0 mm 1.4 mm 6.0 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201460G gold 2.0 mm 1.4 mm 6.0 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201470S silver 2.0 mm 1.4 mm 7.0 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201470G gold 2.0 mm 1.4 mm 7.0 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201660S silver 2.0 mm 1.6 mm 6.0 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea 201860S silver 2.0 mm 1.8 mm 6.0 mm 36¢ ea 20¢ ea 19¢ ea 18¢ ea

All prices plus shipping FOB Roselle, IL. Prices subject to change without notice.

SCREW-IN PUSH-IN

BEST VALUE!

$99$199 value

High quality stainless steel screw-driver set with swivel base

$80010 or more

EA

DELUXESCREWDRIVER SETDISPLAY TRAY

12 Place plastic traywith clear top

DELUXE PARTS KIT3870 TOTAL PIECES

INDIVIDUAL ORDERSBuy 1 ModPod ................ $9.99Buy 15 ModPods ............. $8.99 eachBuy 30 ModPods ............. $7.99 each

Available in 5 powers: +1.00, +1.50, +2.00, +2.50, +3.00

30 Readers6 Popular Colors

Free Display

$199$199

$600 value

SILICONE PADS


What’s also nice about eyewear cleaningproducts is the fact that they can producerepeat customers. If your patient is very satis-fied with the product you’ve sold them, theymay be inclined to pick some up every timethey’re in the office. Over time those sales canadd up. In addition, not all cleaning productsare expensive. Hilco offers the value pricedOpti Cloth® line, as well as the premiumUltra-Wipe® and Opti-Wipe® micro cleaning cloths.

Although cleaning and care products canbecome repeat sellers, if patients purchasecleaning products but never use them, theyaren’t going to have a need to buy again.Often patients are motivated in the first couple of weeks of owning their new eyewearto clean the lenses and take good care. But intime that enthusiasm can wane. To preventthis, walk your patients through an actualcleaning. Show them how to use the productand then ask if they’d like to buy their own.To drive home the importance of cleaning,have them try on a pair of dirty, smudgedglasses so that they can see the difference agood cleaning can make.

READERS

Reading glasses hold tremendous opportu-nity for eye care professionals, yet have traditionally been ignored. Most people wind up purchasing readers from their local pharmacy or discount chain. But why let apatient walk away from your office and buythose frames somewhere else when you’rethe eye care professional? Even though readers are not prescription glasses, they stillpresent an important category. Innovativenew products like CliC from OptiSourcewould appeal to patients who want trendyand functional readers.

With an aging population, there are a lot ofopportunities to sell readers. The problem isthat many ECPs are knowingly allowing theirpatients to get their readers elsewhere. Duringa recent “On the Road Sales Coach Program,”held by The Vision Council, Rene Shepherd,senior director of training and education for The Vision Council, said that a commonreason that eye care professionals may shyaway from selling readers is because they feelit will detract from their primary purpose—selling prescription eyewear.

But Shepherd says the idea that readers willcompete with this primary sale is a myth.

Readers are a “fun” purchase that is very separate from the main eyewear sale. It’s alsoa category that offers incremental sales orextra revenue. Shepherd says that customersare already looking for these things and ithelps them enjoy their overall shopping experience at your dispensary instead of pick-ing a pair off a cheap display at the drugstore.Instead of competing with the Rx purchase,Shepherd says it’s something that just adds tothe positive experience of looking for neweyewear. She calls it more of an “indulgence.”The bottom line is that it can make yourpatients’ time in your dispensary more enjoy-able, which equates to more memorable.

The other nice thing about reader sales isthat many patients tend to buy multiple pairs.And because they are a less-expensive eyewearitem, they may enjoy coming back for futurepairs if you’re consistently updating the stylesyou offer. To successfully sell readers, it helpsto carry a mix of products in varying pricepoints and designs. Some patients may bewilling to invest in a brand name pair ofreading glasses while others will not be willing to spend very much.

READING CHAINS AND JEWELRY

Reader holders have come a long way fromthe plain silver chains that your grandmotheror local librarian wore. In fact, many oftoday’s reader chains look more like a piece of beautiful jewelry—perhaps made fromunusual stones or various metals. But readerjewelry is one of those items that manypatients don’t even know exist. If you havepatients purchasing readers from your dis-pensary, reader holders and jewelry can beanother nice add-on. It doesn’t take much toadd a display such as a “jewelry tree” thatcould hold a few samples of reader jewelry.ECPs who carry these items say it’s notuncommon for patients not to realize the“necklaces” are to hold readers—and not justa piece of beautiful jewelry.

MAKING THE SALE

While all of these accessories sales pitchesdo take a little bit of extra time, the messagescan be weaved into your everyday eyeweardiscussions so that it becomes as routine asselling frames. In some cases the patientmight like the supporting accessories somuch that it aids in the eyewear sale. Andwhat ECP wouldn’t like to see every patientthat goes home with a pair of eyewear, also go

MODERN OPTICALINTERNATIONALIntroduces Summit Optical Supply

Modern Optical International hasintroduced Summit Optical Supply,where ECPs can find a variety of optical accessories and supplies atexcellent prices. The extensive productoffering includes a vast selection ofcases, nose pads, screws, repair kitsand more.

The quality, selection and competitivepricing for the cases enables manyECPs to include a case with theirpatients’ eyewear purchases. Bothclamshell and slip-in cases are avail-able in a wide variety of appealingstyles and colors. Small, medium andlarge sizes comfortably store and protect any frame. Pricing forclamshell and slip-in cases is as low as 74¢ and 39¢, respectively.

Summit Optical Supply helps ECPsmaximize patient satisfaction ratingsby performing those very important in-office repairs quickly and easily.The Deluxe Parts Kit, priced at only$199, contains a comprehensive selec-tion of 3870 pieces valued at $600. Inaddition, the Deluxe Screwdriver Kit,priced at $99 ($199 value) providesnine different sizes of high-qualitystainless steel screwdrivers. The qualityscrew-in and push-in silicone nosepads are also value-priced at 23¢/pairwith a 200 pair purchase.

To view the entire product selection,please go to www.modernoptical.com.

Accessoriesand ReadersAccessoriesand Readers


home with a bottle of cleaning product and apair of readers? As we’ve been saying allalong—those sales can add up. Shepherdstated that she’s heard eye care professionalssay “I don’t want my optician wasting timeon a small sale. I need them to make thesebig margins.”

But her answer to that is $5 is better thanzero dollars and many ECPs are “pricingthemselves out of an incremental revenuestream.” “You could put in a reader that cost$24 and mark it up to $40 or $45,” Shepherdsaid during her recent educational talk onselling accessories. “Five or ten dollars is definitely better than zero and these productscan be positioned at smaller margins and create goodwill because any purchase createsa relationship with the patient.” �

LBI Eyewear’s FEDUCCI SPEC MATEis a great case for both the home andthe office. It’s available now in Black

and Red. For more FEDUCCI Cases, andother LBI products, please go to

www.lbieyewear.com

“This also positions theeyewear as an item of‘value’ and may helpmake the overall salemore appealing.”

HILCO’S NECKLACE DANGLERSoffer a chic way to marry functionand style. Necklace danglers keepyour eyewear close and safe whenyou need them while complementingyour fashion sense.

For more information or to order contact Hilco at (800) 955-6544 or visit online at www.hilco.com


You will Save Money on Cases,Accessories, Cleaning Cloths &Eyeglass Spray Cleaner

Since 1949800-249-1058www.lbieyewear.com


2013 accessories supplement eyecare professional magazine

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