We’ve brought this up before, but it certainly bears repeating, “People Do Judge A Book By Its Cover”. So important is this axiom, that Apple included it in its very first Marketing Philosophy back in 1977. They called the 3rd leg of that philosophy Impute. The 1977 document states:
“We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative professional manner, we will impute the desired qualities.”
So why is this important to eye care practices? It’s important in all aspects of business, including eye care. Unless you are selling 2 pairs of eyeglasses for $50 or so, your patient/consumer is expecting a quality product for their money. Whether they are spending $100 for a single pair, or $1,000, they want to be assured through every step of the process that their money is well spent.
We’ve talked about making sure your website and social media pages project the message and mood of your practice and that the message is consistent with your branding. Are you an upscale purveyor of high-end optical frames and lenses with a cheap looking do-it-yourself website? Having a good website is more takes time and effort to do right.
What about the dispensing trays you use? Are you dispensing a $1000 pair of eyeglasses from a $1 dirty plastic tray? Can you possibly imagine any good steak restaurant serving a prime rib on paper plates instead of fine china or dinnerware? When was the last time the waiter served your $80 bottle of wine in paper cups?
What about the cleaning cloth you give to customers? Are you handing out the lab’s freebie cloths? Who does that promote? Are you giving away the cloth that comes with the lenses? What do you want your customers to remember about their purchase? The lenses they bought, or where they bought them? You should be handing out cleaning cloths that you are proud to represent your store or practice. It’s no wonder so many people who when asked where they got their eyeglasses, can’t remember off the top of their heads. Their optical store or their optometrist did nothing to differentiate themselves from the herd of other optical stores. A year or two from now when the time comes to get a new exam or new eyeglasses, where are they going to go when you’ve done nothing to make a lasting impression with your customers and patients? I know where…. The next optical store that markets to them.
More than half of all consumers are likely to make repeat purchases from merchants that deliver premium packaging, consisting of unique branded boxes or bags. In addition 3 out of every 10 consumers discovered a new brand after seeing a customer carrying a retailer’s packaging in public. Yes, the sale extends beyond the actual pair of eyeglasses. That is why presenting your practice before the sale, during the sale, and after the sale in the light in which your patients and customers are proud to do business with you is key to your success in 2019 and beyond.