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.
Lana Greene | 4/15/2022

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 patients with the best lenses on the market. The patients were excited too, so it was a win! However, looking back, the excitement for the frame purchase should have had more “wow” factor. Back then, the market was more streamlined, and purchasing eyewear was not as fashion driven as it is today.

Get to Know the Brand Story

Fast forward 30 years and my, how things have changed! Every brand has a story behind it and if you are not telling the story, you and your patients are missing out. Quite frankly, it is much more interesting for the patient to hear about the brand story than the technology of a lens. Lens technology is important, but most patients don’t understand it and they assume you will fit them with the best since you are the expert.

Speaking about the brand gives you and the patient a connection, which will build trust. You don’t have to give the entire history, but choose three solid facts that you feel comfortable speaking about to open the conversation. (You may not even need three, depending on the patient.)

The patient deserves to know the why behind what they are buying, which can help with your overall optical revenue. If there is a substantial price difference between two frames they are debating between, you should be able to speak that and help them feel confident with their choice.

How to Tell the Brand Story

Consider the following questions when preparing for brand conversations with your patients:

  • What is the history of the brand? Be prepared to share a condensed version.
  • What is at least one fun fact about the brand?
  • What is the color of the season?
  • What material is the frame made from?
  • Where is the frame made?
  • How are the names of frames determined?
  • What celebrities are wearing what frames?
  • How does the frame correlate to clothing, shoes, or handbags of the season?

Your frame account executives are great resources for you to learn the brand story so you can be the Brand Ambassador of your optical. Social media and trade magazines are also effective resources for finding information. It is a good idea for all staff to have some awareness of the frames in your office as well, especially the frames that they are wearing, as patients tend to gravitate towards the frames that they see on others.

Leverage the Brand Story for Revenue Growth

By sharing the brand story and proper merchandising of your frames, you can raise the bar on customer service and increase your revenue. You’ll build trust with your patients while optimizing your optical sales, a win-win.

Need help turning your optical into a revenue engine for your practice? We’re here to help! IDOC Optical Services offers enhanced Optical Consulting and Inventory Management designed to make retail sales a profit center for your practice. Learn more about what IDOC can do for your optical here.

Lana Greene
Optical Consultant
Lana Greene has over 25 years of experience in the independent optical channel. The first part of her career was spent as an ABO-Certified Optician and Sales Consultant for Viva International. She then transitioned her years of field experience into a Training Manager with Marcolin, serving the entire East coast. Lana then joined Silhouette and was instrumental in launching a new brand for them, coaching the team in effective merchandising and product placement best practices to drive sell-through. Lana joined IDOC in 2019 as a Practice Development Manager in the Great Lakes region, applying her expertise to grow more than 300 independent practices through reducing their cost of goods, and maximizing their operational efficiency through educational opportunities and training. Lana joins the Optical Services team as an Optical Consultant, with a passion for data and its value in the independent Optical.
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