National averages show that 31% of optical retail sales income is derived from frame sales. Selling high-end frames is the key to yielding maximum profits and concurrently providing optical consumers with the best
product you can show them.
Brand products such as Prada, Dolce & Gabbana, Versace, Gucci, Burberry, Kate Spade, Tory Burch, Coach, Michael Kors, Vera Bradley, Alain Mikli, Maui Jim, Tom Ford, Persol, Oakley, Ray-Ban, and many, many more!
Presentation matters. Patients are spending more money and they want a high-end experience while still receiving a strong value for their money. It is for this reason that you see many boutiques spend a great deal of money on store furnishings.
Stress the value. It is important for your patients to know why they are paying a higher price. Remind them of the brand recognition and the higher quality of brand name merchandise.
The following are five points to help you sell high-end eyewear:
1. Be the Expert and Educate.
You have to take charge. The patient is looking to you, the professional, to present guidelines and recommendations. Invite the patient, in your “home.” The optical area is in essence your home. Make the patient feel comfortable. Show and, most importantly, make recommendations. Make sure the patient understands that you will be fitting their eyewear correctly and exactly to the doctor’s prescription. As the expert, you will be asking questions about their lifestyle. Asking questions in reference to their lifestyle, daily computer use, hobbies and what type of work they do will create trust and allow for the best recommendations to be made.
2. Show Color and Talk Lifestyle
What style frames will reflect their personality? Do the styles and colors you are showing compliment their wardrobe? Are these styles fit with their lifestyle?
Show multiple frames for different occasions. One frame for wearing at work, and one frame for leisure. Ensure you discuss “options” such as A/R, computer lenses, and more.
3. Show the BEST First
One of the most important points is NOT to pre-judge. Everyone is a potential buyer. You cannot say what any patient can afford or is willing to purchase. In many cases the patient often buys the first frame that you show. It is flattering to show your best, first. You start high, and you let the patient seek their own level.
4. Know How to Deal with Price Resistance
Recognize that it is natural for the patient to possibly resist due to price and know that your responding attitude is crucial. Be prepared to confidently educate the patient on features and benefits of the frame or product to help them appreciate and understand the quality and price.
5. Wear “It” Yourself
You can’t sell it unless you are wearing it. If the frame looks good on you, they will buy it for themselves. This goes also for others in the office.
Show off your best product and wear it yourself!