Well I don’t know about the rest of you but being in the optical industry I think I need at least 10 -15 pairs of prescription eyewear plus contact lenses and plano high fashion sunglasses. However, our expectation for the the general optical consumer is a lot less, why? Because we have all been conditioned to think that way!
Five pairs of mine!
It is hard to change that mind set but it can be done – Shamir has an ABO presentation called Five Pair Sales. Here are some highlights from this excellent ABO course:
There is a growing awareness that business strategies used in various types of industry can carry over into the ophthalmic market. Optical businesses with technical, marketing and fashion savvy are gaining momentum in the optical dispensing arena. Optical Dispensaries with business and fashion sense are well placed to increase the amount of possibilities of multiple sales as there are many optical choices for eyewear and their usage. We enjoy the lifestyle of multiple pair of prescription eyewear and so should the optical consumer.
Some facts about the biggest group of optical consumers, baby boomers:
- Several factors encourage older workers to stay in the workforce longer.
- Social Security has risen to 67 for those born in 1960 or later.
- Technological development and the information age have lead to an ever‐evolving workplace.
- This will change the face of our workforce, with increasing demand on good vision.
- Americans older than 50 years of age control more than 77% of the country’s financial assets.
- More than 20% of the baby boom population is over 50 years of age.
- The over‐50 population will increase from 26% of the U.S. population in 1997 to more than one third in 2012.
The Changing Face of the Workforce:
- Baby Boomers will spend additional dollars on an item that is fashionable, and makes them appear younger
- The Demographics have changed! Our 5 Pair Target Market…
Is The Most Affluent the Earth Has Ever Known
Is “Market Savvy”
Is Very Active
Will Work Longer Into Age Than Ever Before
The 5 Pair Market:
- They like choices…
- They understand Technological Advances
- And are willing to pay for it…if it makes sense to them!
- Listen to their needs as you probe
The 5 pr Solution:
Pair #1:
- Clear, A/R lenses in a fashionable frame
- One suitable for all occasions, including business attire
- Clear, rather than variable tint (in most cases)
Pair #2:
- Prescription Polarized Sunwear
Pair #3:
- Occupational Eyewear
La Coste LA12651
Pair #4:
- Can’t they have a second pair of
fashionable eyewear,
either clear or tinted, with AR?
Pair #5:
- Extreme Sports
- Unique Hobbies
- Tints/Filters
- Polarization
- Coatings/Thin films
So the answer to How Many Pairs of Prescription Eyewear Do You Need is At least five! Thank you to Shamir for providing this post and ABO resource.
Similar Posts:
- How Many Pairs of Prescription Eyeglasses do ECP’s Own?
- Multiple Pairs Sales
- Selling Eyewear- Lessons From HSN
- Reality: Optical Consumers are Cutting Back on Expenses.
- Sunglasses For Fun – 9 Keys to Success
with total due respect to the Optical dispensers…I say the following…..The Optical Industry & the professionals that make up the industry are technologically based & driven…..not fashion driven like the clothing or fashion industry. We expect & assume, because the Drs or Opticians may own their own business, that they are savvy in business or in fashion. Remember-these 2 aspects are NOT taught in Optometry or Opticians’ school. We are asking “:technology” driven people to sell fashion that they may not necessarily embrace or even understand or personally like themselves. And re business-unfortunately, many of the professionals ONLY learn the correct business strategy only after & making monetary mistakes & costing them money…..of which they become gun shy or distrusting to the wholesale suppliers. “BUYING” & “SELLING” is an innate trait that is hard to teach…and fashion is about style. Again, we are asking our optical community to perform functions that are sometimes out of their comfort zone. Yes, there is a percentage of those who do get it…but most rely on Name Brands or so called “Designer Names” to fill the gap and make up the majority of their wholesale purchases. I hear things like…”Well no one is asking for that brand”! Of course not….the consumer does not know that name yet. It is up to the Optical community to seek out the brands that can make them successful & different than their competitor or chain store. but you have to understand “different” to be different. I am shocked at how many Opticians do not go to Vision Expo. This is where you make your money-on the quality of your purchases…not when you dispense. Many say” whoever I need to see will call on me” Well, if they are calling on you, then they are calling on everyone on the t=street, with the same products.. It becomes a price war….not an image war.
Recently, one of my clients said to me “Jamie, I want to attract that “different ” customer. I said “Then you have to be different…in the way your shop looks, how you dress, the image you project, & the type of frames & products that you represent”. Soon he had art on the walls instead of the Poster du jour…. he started buying fewer big name brands (that are everywhere at every price) & more niche companies. HE “traded up”. It is the only way to go is UP. Let’s face it…the big frame companies are no longer your suppliers…they ARE your competition & they do not care about the single independent Dr or Optician any longer. Think out of the box? I did not know there was a box!! When I show frame to a man who is buying….most of the time they buy just the opposite of what the ladies will buy. I tell the men…”Buy what you don’t like”!! They think I am trying to be funny…but, women & men do not like the same products. Whether clothing or Eyewear. IT is ALL about CHANGE. If you want the fashion customer, you have to be fashion. Get a fashion make over…take some business classes…shine those shoes. It is about adjusting & changing to where you want to go with your business & the vision or plan that you have…& if you don’t have a plan-get one. Have a goal of where you want to be-otherwise-you will never know when you get there. You are what you project!! Confidence in YOU from your patients will get you those additional sales that you have to strive for & that will achieve greater patient satisfaction. Remember–your patients are your “Walking billboard” No one is asking-where did you get your prescription? They ask “where did you get those frames”?
IPOD or EYEWER? It’s your choice. The consumer has & will spend the money if the product is right. It’s up to us to take control of the patients & tell them what they need & why.
Great post&response by Jamie. Here, here!
Excellent comment Jamie and I love the iPod or Eyewear!
It sounds crazy people have multiple watches,shoes,they buy the best mobile phone but only one spects or max two