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Ximara Vega | 6/23/2021
MAXIMIZE YOUR SUN SALES!

School has ended and most of the world has opened back up. Many people I know have multiple weekend getaways, road trips and vacations scheduled because they are making up for lost time. You know what that means? We are surrounded by opportunities to sell sun!!!! The only problem is not everyone can successfully bridge the gap between the need identified and the solution the glasses are able to solve. Why does anyone need sunglasses? Why should your patients purchase sunglasses from you when they can find inexpensive, stylish sun wear anywhere? Who really needs prescription sunglasses? Equip your staff with the information they need to navigate sun conversations with ease!

  • Identify the need:
    • Encourage patients to bring in all the eye wear they’re currently using with them to their exam
      • This provides insight into all of the vision solutions they have identified they need
    • Explore hobbies, daily activities, and upcoming events through conversation
    • Gauge the importance of sun protection
      • Issues with light sensitivity?
      • Are they taking any medications that cause sun-sensitizing reactions such as photo-sensitivity?
      • Do they use sunscreen?
      • Any concerns about fine lines and wrinkles around their eyes?
  • Bridge the gap:
    • What problems are you solving?
      • Drive daily?
        • Gray lenses will dim light on bright days
        • Brown lenses will improve color contrast on cloudy days
        • Polarized lenses will reduce glare reflecting off of surfaces such as water, glass and polished metals
      • Hobbies?
        • Anyone who enjoys time outdoors needs a quality pair of sunglasses, but there are lenses that can meet specific needs
          • Golfing, fishing, shooting, hiking, running, biking or just lounging, there are lenses that will enhance the experience
  • Vacation?
    • Where are they going and what do they have planned?
      • Discuss the importance of sun protection as it relates to their trip
    • Educate
      • A good pair of sunglasses provides protection to the skin within and around the eye
        • Skin around the eye is incredibly delicate and overexposure to UV light will cause fine lines and wrinkles around the eye
        • UV exposure can cause, accelerate, or increase the risk of:
          • Photokeratitis
          • Pinguecula
          • Pterygium
          • Cancer on or around the eye
          • Cataracts
          • Macular degeneration
  • Value proposition:
    • Not all glasses are made the same:
      • Quality assurance
        • Cheap sunglasses often come with:
          • warped lenses
          • UV coatings are not as advertised
            • Lens tint has nothing to do with UV protection and quality control around UV application varies widely throughout the world. That UV 100 sticker means nothing
          • lens materials are not as impact resistant as what you receive in a designer over the counter sun glass, or a prescription sun glass manufactured by a reputable source (such as an optometry office)
        • There is only one way to ensure patients receive what they truly need
          • They have to buy their glasses from you because you offer high quality, over the counter and prescription solutions
          • You have the tools and knowledge base to ensure:
            • they will see clearly
            • the lenses offer full protection from harmful UV rays
            • their eye wear selection will meet the specific need identified during their visit to your practice

Seize the opportunity and take the steps needed to maximize sun sales in your optical!!!

 

 

 

Ximara Vega
Optical Consultant
Ximara is an ABO Certified Optician and lecturer with over a decade of experience in both consumer relations and staff management in the optical industry. As an Optical Management Consultant with IDOC, she works with practices to develop processes designed to motivate and inspire positive change in areas such as staff training, goal setting, sales and inventory management. For insight into her approach feel free to read her IDOC blogs and the articles she has written for Pentavision's Optometric Management Tip of the Week.
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