Regional Manager’s Corner

At Texas State Optical we strive to offer our patients the very best products and services. As a result, we have a wide array of lens and frame choices. However, simply having the choices available is not enough. It is our responsibility as eye care professionals to offer the appropriate products to meet the needs of our customers. But what are their needs? How do we determine their needs? How do we offer the right products?

The patient may need a specialty style of glasses such as:
a. Sunglasses
b. Sports/Recreational Specs
c. Safety glasses
d. Shooting glasses

I would even include transitions for those working indoors & outdoors throughout the day. The patient may need a specialty prescription to accommodate a specific activity or hobby such as:
a. Computer work
b. Music
c. Sewing/Crafting
d. Reading
*This may require the Optometrist to write an additional prescription.*

Virtually every pateint will benefit from an additional pair of eyeglasses. The key is to uncover the patients’ needs, so that we can address them.

Before anything else we have to get to know our patients. What are they looking for? How will they use their new glasses? What is frustrating them most about their current pair? What are they most concerned about – fashion or function? Can we give them both?

One of the best places to get to know your patient is at the frame board. Helping the patient find the perfect frame will build rapport with the patient while uncovering their true eyewear needs.

Selling multiples requires us to utilize lifestyle selling skills! You must ASK open-ended questions, LISTEN to the patients’ response, and LINK the patients’ needs and wants to the features and benefits of our products.

Lifestyle Selling is selling products to the patients, based on what will best fit their lifestyle. Remember, if we skip any of the three steps in the process (ask, listen, link), we won’t be serving our patient as well as we should. In order to sell multiple pair of glasses, we need to know what additional types of glasses the patient’s lifestyle might require.

The goal of asking questions is to get the patient talking. The more they talk, the more they will tell us about their needs and wants. In order to elicit the information that we are looking for we need to ask the right type of questions….Open-ended questions.

OPEN-ENDED QUESTIONS are questions that cannot be answered with a “yes” or “no”. These are questions that require the patient’s to go more in-depth in their answers. Keep in mind that open-ended questions often begin with What, Who, Where, When, or How.

We need to not only hear what the patient is saying, but also understand what they are trying to convey. Here are some suggestions:
a. Restate the patient’s concern to be sure you have correctly understood them.
b. Ask additional questions to clarify if necessary.
c. Sustain good eye contact, but don’t stare.
d. Do NOT interrupt! This step is crucial.

Once you have asked the right questions and listened to the patient’s responses, it is time to link their concerns, wants and needs to products that we sell. This is your opportunity to showcase the best products we have to offer for their needs.
Selling multiple pairs to patients creates a “win” for them and for you. They will have glasses that serve them well and you will have a satisfied patient for life which will add to the office’s bottom line. The key is to create value for the patient. The patient must feel that the value of what we are offering exceeds the cost. Happy Selling…..Better Yet….Happy Servicing!