You Need Your Staff to Help You Boost Capture & Optical Revenues
We’ve already had a fair bit to say about boosting capture by how you communicate lens recommendations from the lane, followed by the “handoff” to optical. It lends medical authority to the idea that lenses are indeed a medical device and should be properly matched to lifestyle and visual needs, which increases optical sales.
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But, your staff members have a huge role to play in creating an atmosphere and experience that’s conducive to sales. So, here are some guidelines that extend beyond the exam chair.
Before the Eye Exam: Avoid Passive Browsing
It should go without saying that patients be greeted warmly with a smile—if that’s news to you I suggest you start ASAP. However, it’s also an important practice to avoid patients simply browsing passively, or worse, just sitting in the waiting area. What your optician—or any other qualified staff member, for that matter—should be doing is actively guiding the patient toward selecting a variety of frames that actually look good on him or her. Here’s why:
- Most people actually prefer help with important fashion choices, which can be intimidating. Instead, you’re making this a bespoke fashion experience which is way better than an online or large retailer can provide. This makes the purchasing decision less stressful and certainly a better experience than browsing online or at a large retailer.
- It gets the patient into the mindset of purchasing optical at that crucial stage before the exam. If you wait till afterwards, they might already be checked out or have cemented plans to order online. You want them to feel like they have a trusting, familiar relationship so that they’re primed when they come back to the dispensary after their exam.
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Pro Tip: The Handoff
Equally important is the handoff, where, ideally, the doctor is walking the patient out with lens recommendations in hand. It’s here that you should smoothly transition the medical focus back to the fashion focus and finalize those great pairings that you put together pre-exam.
Get Excited for “Eyewear”
One thing staff can do is retain a super positive attitude towards optical that really drives the “bespoke fashion experience” into everything optical. A client of ours, who's a powerhouse in optical sales, goes so far as to insist that staff never even say “glasses” but consistently refer to optical products as “eyewear”. When glasses are ready for pickup, staff call excitedly to announce, “Your eyewear is ready and we’re really excited—they look amazing and we can’t wait to fit them for you!”
Patients value a personal and customized experience. Providing that will boost retention and ensure that your patients are also loyal, repeat customers. They’re also going to recommend you a lot more, too.
Whether you want more help planning and promoting your optical revenue strategy, or growing you practice in general, we want to hear from you. Our optometry marketing experts provide monthly in-depth guidance and assistance...it’s like having a personal marketer on staff. If that sounds right up your alley, fill out the form and we’ll schedule a call together.
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