Blog
Blog
 
 
 
 
 
 
 
 
 
 
 
Blog
IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
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.
Trending Blogs
 
 

6/14/2021 | Author: Amy Alvarez

If you are recruiting staff for your practice, you are probably experiencing hiring woes. Some are new - it is a tight job market. Not everyone is able to go back to work depending on their individual circumstances and some employers need more employees than before to meet their current... Read more


5/5/2021 | Author: Nathan Hayes

With the spike in patient demand following the COVID-19 Pandemic, many owners are actively recruiting associate ODs to help carry their increased demand. And any owner looking to hire an associate right now knows that the market is tight.

My feeling is we have an outright shortage of... Read more


3/30/2021 | Author: Geronda Wollack

Managing your staff can be challenging! Am I right? Or am I right? Now, managing your staff and feeling confident with whether you are being compliant poses a different level of challenges. I will share a story to illustrate this challenge.

I had a consult with an Office Manager who... Read more


3/30/2021 | Author: Amy Alvarez

Signed into law on March 11th, 2021, The American Rescue Plan Act offers an extension to Families First Coronavirus Response Act. This provision added additional reasons the leave can be used as well as increasing the cap on eligible compensation for a tax credit.

FFCRA... Read more


3/12/2021 | Author: Ximara Vega

What should a practice do when they have lingering product? Well, 1st we have to identify what lingering product is. In my world, lingering product includes all frames that have been sitting on the shelf for a minimum of 6 months. I like to evaluate product every quarter to identify... Read more


2/22/2021 | Author: Amy Alvarez

Maybe you’ve experienced some unpleasant events in your practice that you didn’t have a policy to cover, or you team is large enough that you vacation policy isn’t working anymore. Maybe you have never liked you scheduling and time management policy but do not know how to go about changing it.... Read more


1/14/2021 | Author: Ximara Vega

Every year people tend to make goals for the upcoming new year. Somehow a new year inspires others to reinvent themselves in some way and like most initiatives, they lose their luster after a few weeks. I was supposed have rock hard abs like 3 years in a row. If ever... Read more


10/15/2020 | Author: Geronda Wollack

A friend of mine was out in the job market and applied for a job as a Dental Assistant. She called me for some advice around interviewing, and during our conversation, she mentioned a shocking reality. She said, "Geronda, there were a few companies that I was interested in, but the job... Read more


9/24/2020 | Author: Maddie Langston

By now, most of us are familiar with online reviews and understand their reach and influence, particularly on Google, Facebook, and Yelp. As a marketing consultant at IDOC, I work with optometry practice owners and managers to increase the number of new patients at the practice, retain... Read more


9/11/2020 | Author: Geronda Wollack

During a phone call with my favorite sister (now, let's not share this with anyone else), she shared the following sentiment with me, "I was just as excited for my kids to go back to school this year, until I realized that I have one kid staying home and doing virtual learning and the... Read more

© 2020 IDOC. All Rights Reserved