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
Merchandising Manager
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
 
 

5/19/2022 | Author: Steve Vargo

As research for launching a new service called IDOC Specialty Services, I interviewed several industry experts of various specialties. At the end of each call, I asked everyone the same question: “What prevents more ODs from succeeding with a specialty?”

Their answers were insightful.... Read more


5/3/2022 | Author: Amy Alvarez

The pandemic has caused many changes in private practice, affecting everything from the way we see our patients to what we expect from our employees. Although some of these changes serve us well, others may feel like a barrier. While attendance issues are not new... Read more


4/15/2022 | Author: Lana Greene

Do you ever wonder if the same amount of effort goes into selling eyeglass frames vs. selling lenses and treatment options? I certainly do. Speaking from experience as an optician, I remember always being so excited when new lens technology was released. I couldn’t wait to fit our... Read more


4/8/2022 | Author: Steven Festa

Alright, I will come clean on something very few people knew about outside my family.  I’m OK with sharing this with the world now as it helps prove a point about the importance of being present in local searches.

Ever since COVID started, my wonderful wife had started... Read more


4/4/2022 | Author: Jelissa Brooks

Expanding your staff is an exciting step in independent practice growth. If you’ve recently added a new OD to your practice, get the word out to your audience through social media!

Promoting a new associate OD through your social media channels is an effective strategy in... Read more


3/15/2022 | Author: Nathan Hayes

In case you haven’t noticed, the Consumer Price Index was up 7.5% in January, as compared to 2021. In short, this means that a basket of goods like food, energy, and other consumer goods cost 7.5% more in 2022 than the year before.

Practice owners feel the squeeze in multiple... Read more


2/28/2022 | Author: Steve Vargo

Are you experiencing burnout in your professional career? It’s okay, you can admit it. You’re not alone. In fact, studies have found that approximately 50 percent of physicians are suffering from burnout.

Twelve billion dollars. That’s a conservative estimate of the cost incurred to... Read more


2/17/2022 | Author: Amy Alvarez

The last few months have been filled with rising wages, steep job competition, and continued uncertainty. Practice owners are being approached by staff about pay increases and are receiving higher wage requirements from job candidates. Many businesses are advertising their starting pay,... Read more


2/7/2022 | Author: Lana Greene

I often hear from ODs and opticians that their patients are taking their prescriptions and purchasing eyewear at Costco, Warby Parker, or other online retailers. Rarely do I hear the reason why. Finally, the opportunity was in front of me so I could ask questions to a consumer regarding the... Read more


1/24/2022 | Author: Steven Festa

Does hearing SEO make your eyes glaze over a bit and cause your mind to wander? If you answered yes, then you are not alone. While tough to grasp initially, SEO is important for your practice, and as providers of Read more

© 2022 IDOC. All Rights Reserved