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Sales Techniques for Eyeglassesby Karen Farnen, Demand Media

Tell patients about features before price.

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The many features of modern specialty eyeglasses present extra opportunities to sell additional pairs. Proactive sales techniques help maximize your sales of upscale sunglasses and other premium products. Make your sales staff more effective by training them in your preferred methods. Tailor your sales message to the individual to sell what each customer needs. Maintain a positive approach and create a culture of service to keep customers coming back over the long term.

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Individual NeedsA one-size-fits-all approach won't sell the most eyeglasses. Ask patients to fill out a questionnaire on their activities, as Dr. Anthony Record suggests. Inquire what sports they participate in, how much they read or work at the computer, and what hobbies they pursue. Ask about sewing, reading music or watching TV. Progressive lenses and other specialty eyeglasses do not meet all a patient's needs. Accountants, truck drivers and others still need a second pair for the job. As part of initial and ongoing training, instruct your staff on the features of your products and how each product meets specific needs.

Positive ApproachUse a positive approach to selling. Instead of asking whether the patient needs sunglasses, for example, Dr. Record suggests asking how the patient protects her eyes from the sun. Avoid "Do you want . . . " or other yes-no questions, which can end the discussion. Take advantage a customer's positive emotions when doing a free adjustment or repair. While the customer feels appreciative, Dr. Record asks for a minute to show special polarized sunglasses. Since most patients need sunglasses, he also asks at every visit when the patient plans to update her sunglasses.

Related Reading: Techniques for Achieving a Sales Target

Price ConcernsPut price in last place when making your sales pitch. Talk about the positive features of progressive lenses or glasses for a particular sport or hobby. Wait until the patient asks to mention the price. Avoid thinking patients only want what their insurance pays for. Tailor your sales approach to their needs for eyeglasses, not their budget or what you think they can afford. Then sell the second pair with a positive statement. Tell the customer he only has to pay for one pair since insurance covers the first, as Dr. Gary Gerber suggests. If you offer a discount on a second pair, keep it to a moderate 25 percent so the patient doesn't conclude the first pair is overpriced.

Customer ServiceAdvertising may bring in new customers, but superior customer service keeps them coming back. Establish a climate of positive customer relations in your office, leading by example. Make excellence in service a keystone of initial and continuing education for sales staff. Engage with customers in a friendly and positive way, getting to know them as individuals. For example, train your staff to consider what frames look best for each person's facial features. Ensure that each customer gets the best possible eyeglasses for his lifestyle needs.