While sales and scripting dont
sound like they belong together in the world of eyewear. This could not be
further from the truth. With the right combination of the proper sales approach
and scripting, products customers buy and the benefits they realize can improve
their satisfaction while enhancing your professional identity. Using scripting
is like using a navigation system; it can guide you through the sale while
keeping you on the path of choosing the best products for your customers
needs.
As a tool, many professionals use
jargon. This can be intimidating to some consumers, even to the point of them
avoiding a potential purchase. Scripting can be a form of personalizing
professional jargon. It puts the customer at ease and makes clear any
expectations on the customers behalf. Products that deliver the benefits as
they were described builds trust in the optician selling them. Scripting what
to say is the key.
BEWARE OF FIRST IMPRESSIONS
Your first impression of a
consumer may help suggest a script that would work best, but be careful. Most
people will pre-judge a person before even speaking with them; this can be
fatal to sales professionalism. It will not allow development of the
information needed to provide the exact benefits a customer is after.
Opticians should distance
themselves from judging too quickly about peoples wants, needs or
capabilities. The first real indicator of how to talk with the customer
should be the prescription for their lenses. Only then, can the optician truly
understand in which direction to go with subsequent conversation.
After reviewing the Rx, there
will be several options to take in terms of how products and their benefits are
described. In every presentation, to every customer, there should be a brief
overview of all the products that any patient could use.
For example, if with the
prescription is a high minus Rx, like -5.00D; make sure to discuss high index
and anti-reflective lenses. Remove yourself and your pre-judgments if that
thinking leads you to omitting high-end products. If your customer doesnt
look high end to you, disregard that urge to skip AR or the high index
discussion. Presenting all products that benefit the customer is a must
regardless of that customers appearance. This includes people with pre-set
insurance amounts or even state funded plans. You do this customer the
disservice of NOT discussing beneficial products and they may hear about that
product from their neighbor, family member or possibly your competitor. That
customer will then think one of two things: You dont know about this great new
product or you did not care enough to tell them about the product. This is not
a comfortable position to explain if youre lucky enough to be asked about it
later.
TYPES OF SCRIPTING
There are four types of scripts
that will be compared in the course. They are: Compare/Contrast, Prescription
Evaluation, Product and Packaging/Bundling. Each has its place and there is no
one best way to work with all patients. It creates consistency between all
dispensers and allows those with better sets of words to share them with others in the office. The
following defines the types of scripts.
Compare/Contrast
Comparing choices based on the customers prescription vs. a different choice
for a different type of customer. When used correctly, this shows why
recommendations have been carefully thought out based on a customers needs and
expressed concerns.
Prescription Evaluation This describes the needs and options for a
customers prescription and type of vision.
Product Specific This recommends the best specific lens choice for the
customer based on their Rx.
Package or Bundling Packages combine material, treatment and design
for lenses and is a summary of your recommendations for your customer including
frame, lens, lens treatments and care products.
Two things should be mentioned
before discussion of the types of scripting: Visual aids or point-of-purchase
materials and perceptual matching. These add greatly to the
effectiveness of scripting. If POP materials are ready when discussing choices
with the customer a smooth flow can be created from just talking about a
product to showing how the product will look or feel. Perceptual matching
creates simpatico with the customer.
VISUAL AIDS, POP MATERIALS
Scripts should include visual
aids. From lens mats that are illustrative of lens thickness to actual demo
lenses, visual aids help communicate the expectations patients have for
finished eyewear. Frame differences can also be made readily apparent with a
hands-on approach.
Many lens manufacturers provide
demo lenses that make your point readily apparent. For example, AR bullet
lenses are a great tool to have on your desk. They magically create a hole in
the lens as if the lens is invisible. Its easy to suggest that this is what
the customer can expect. Tinted lenses, aspheric plus lenses vs. spherical are
also good examples that should be readily available. Create a lens menu, a
great tool that provides scripted explanations of products customers can keep
for reference. A good example is the CE course, How to Combine Product
Presentations with Verbal Messages by Michael DiSanto, ABOM, which appeared in
the September 2004 issue of 20/20.
PERCEPTUAL MATCHING
To create an open line of
communication with customers, speak the same language. This is perceptual
matching. Even something as simple as handing the person a frame to test its
weight can work, especially with the patient that tells you a lot about how
they feel about the weight of their glasses...
- Patients that say things like I
see can merely be shown differences between products and they will
understand.
- Other people who use phrases
like I hear you may be only auditory and can assimilate their information
most readily be hearing it.
- The tactile folks, though, will
want to touch what they may be buying and this is why having lots of different
demonstrators is helpful. Even visual and auditory patients can reinforce their
decisions by touching.
So, perceptual matching can
create simpatico
COMPARE/CONTRAST
For example, when using a compare/contrast approach for a customer wanting a grooved rimless frame and an Rx near
plano say:
High index lens materials could
be used for stronger prescriptions to reduce lens thickness, but for your
needs, plastic or polycarbonate lenses would be fine, the extra cost would be better spent for AR lenses.
This opens the conversation to
their feelings about lens thickness and if it is a concern. In all cases,
education about lens and frame types aids in a smooth transaction with the
customer that will continue to want to do business. You are the expert; this
should be apparent in the presentation. Scripting is an excellent way to convey
this.
If a smaller frame is more
appropriate and a customer with an Rx OU -3.00 has selected a large frame style
say:
Some people have prescriptions
with a thick center; your prescription has thicker edges. If you choose a
smaller frame, edge thickness will be significantly reduced.
For prescription reading glasses:
A customer with a +2.00 -1.00 X
15 Rx has been buying over-the-counter readers and doesnt understand the
benefits of prescription reading glasses. The compare/contrast model works
especially well. Customers who have been wearing OTC reading glasses need to
know:
Prescription lenses are
ophthalmic quality and provide for your complete Rx and are centered for
your PD, the centering between the centers of your eyes. Over-the-counter
glasses are just like a magnifying glass. They will make everything appear
larger but not always clearer especially if you have astigmatism. I bet reading
for a long time gets tiring. Also, they are centered for an average person; we
make glasses for your exact measurements.
For a high-plus patient who wants
to select a rimless frame and a large size, Rx OD +4.50 -1.00 X 86, OS +3.75
-0.25 X 117, +2.50D Add OU.
This Rx will not look ideal in a
rimless frame with a 59 eye size. The edges will of course be thin and the
center too thick. -Use a script that will steer the patient to a more
flattering style that will still allow the thinnest possible edges but reduced
in size to reduce center thickness. Also, make sure to talk about aspheric
lenses.
Your prescription would look the
best using a new lens technology that thins the lens and flattens the front
curve; an aspheric lens design. If in a full frame, your glasses will look more
flattering. Or for customers with a technical slant let them know: Inserting
a groove for the rimless cord on the thinnest part of the lens doesnt allow
the lens to stay stable, why not consider a full frame that will offer more
durability for you?
PRESCRIPTION EVALUATION
For Rx evaluation, here are
options to build from:
Rx example OD -1.00 -0.75 X 15,
OS -2.00 -1.00 X 75
For myopes: Your prescription is for distance only; for viewing television or
driving.
Sum up the need for your patient,
they may tell you something entirely different, now is the time to find out
what their using their new lenses for.
Or You can see far away but not
clearly up close; the doctor has prescribed a correction to help you see in the
distance sharper and clearer.
Rx example OD +1.75 -0.50 X 14,
OS +2.00 -0.50 X 17 For hyperopes: Your new prescription will help you see your
reading materials better.
And, Do you do a lot of work up
close?
Keep in mind since our world has
expanded into computer focal length, sometimes Rxs need to be adjusted. When
you ask a patient about their lens usage, be sure to specify at what distance
they will be using the new eyewear. This can avoid remakes in the future and
happier patients the first time through.
Rx example OD -2.00 -1.25 X 77
+1.75 ADD, OS -1.50 -1.50 X 90 +1.75 ADD
For presbyopes: You need a
prescription to help you with reading. Pretty good odds they are very
well aware of this and its time to move quickly into your recommendations.
For all patients: What are you
going to use your new glasses for? Despite poor grammar you will be
ascertaining a lot in this small question. Eighty percent of people will say,
Everything. Then you know that you need to cover all your product bases when
proceeding with your presentation.
Recommendations: Most sales
professionals have favorite lens/treatment combinations they use for most
patients. Try to resist this model and really understand what the patient needs
before making a recommendation.
Rx example OD -4.00D Sph, OS
-3.75D Sph
For myopes: I recommend a
high-index, anti-reflective lens for a prescription like yours, heres why.
Your lens is thick at the edge and thin in the center; high index minimizes
that thickness and anti-reflective lenses eliminate any surface reflection glare or reflection on or in the lens.
If you have a customer who prefers
tinting; fixed or variable, explain those benefits as well: Tinting reduces
light to the eye so you may experience less light brightness glare with lens
tinting.
Rx example OD +2.75 -1.75 X 40,
OS +3.00 -0.25 X 30, reading Rx
For hyperopes: You have lots of
options for lenses and frames today; we can decide which option to choose tell
me when you need help seeing close up and what do you do for far away.
Most hyperopes will settle for
reading glasses but not all. The best path for you as a professional is to
cover all the lens options with them and let them decide.
Rx example OD -1.00 -1.25 X 14,
OS -0.75 -1.00 X 30, +2.00D ADD
For presbyopes: You have a
reading prescription in addition to a distance prescription. Most people will
opt for a progressive lens, let me explain why. This is your cue then
to use visual aids, in this case a pen and paper to draw the way a progressive
works.
Asking: How many hours do you
work at a computer? will help steer you in the direction of the right
progressive.
This is when knowledge of basic
lens plotting can help you. Be sure to know which progressive has the widest
areas for reading, intermediate and distance to provide the best, most relevant
recommendation.
PRODUCT SCRIPTS
Although products differ between
manufacturers, most lens products have similar features and benefits. These
benefits can be communicated in a short informative way to the patient. This
knowledge allows them to fully participate in the decision about their eyewear
while still allowing the sale of recommended options.
Progressive lenses: This product
allows you to see all distances within one lens; distance, intermediate and
near focal lengths are all built in.
For OTC reader wearers make sure
they understand the limitations of field they will be experiencing.
Anti-reflective lenses:
Anti-reflective coating is applied to the lens to reduce glare and surface
reflections, especially at night. This is done using a new special chemical and
vacuum coating process to insure the coating materials become one with the lens
so they can never come off.
The second part of the script
assures the patient that newer anti-reflective coatings are technically
refined. Many patients have had peeling or defective coatings in the past and
may be somewhat hesitant to purchase this product again.
High Index lenses: This specialty
lens was created with your Rx in mind. Its made of a special material that is
more efficient at bending light so less curvature is needed for the same power.
The result is a thinner and lighter lens and (in case of hyperopes) flatter
than a traditional lens.Always recommend the ideal, best-case scenario
for your patient based on their personal Rx. Keep in mind insurance coverage,
budget, and fashion trends; then discuss how these affect your best
recommendations based on the visual needs of the patient. Someone can look
great in a tiny frame but if they cant see their computer screen because of a
compressed intermediate area on a short corridor progressive lens, they may not
appreciate the fashion aspect of their eye-wear as much.
PACKAGES OR BUNDLING
Scripting the sale of a complete
pair of kids or sun lenses that incorporates packaging a bundle of benefits at
one price is an effective way to ensure that patients receive a variety of
benefits without their feeling pressured to consider add-on after add-on each
costing more. For example, think of the way cars are sold today. A Lexus is
sold with few choices and the car is known for including a complete set of
premium items as standard.
For example, combine AR with
premium progressives at one price, add polarized to SV or progressive sun
lenses at a fixed price and label them as being combined because they provide
the best package of patient benefits. Consider a lesser package that might be
labeled better. It consists of a more value priced modern progressive with AR.
Dont believe the patient will suffer from immediate sticker shock, especially
new eyeglass wearers, but adding up and tallying totals makes you sound like
youre selling something the patient doesnt want or need.
Consider this: We sell special
kids lenses at $99. They have everything a kid and parent needs. Theyre
virtually impact resistant, absorb 100 percent of ultraviolet rays, which is so
important for kids and young adults and have a special scratch resistant
coating so they provide good value. Its not impossible to scratch them but you
can feel confident. Think about adding Transitions so your child is protected
with a lens that gets as dark as needed and absorbs all UV in almost all
conditions.
CONCLUSION
In conclusion, the
motivation to using scripted presentations keeps the transaction firmly within
your grasp. Your expertise can be communicated consistently through scripting.
It allows uniformity throughout the office especially where its likely a
patient will see a number of people during the eyewear purchasing process. All
opticians and eyewear professionals within one office should be saying the same
thing regarding best case eyewear for specific Rxs.
The key to achieving this is
great listening skills and practice. Listening and quickly learning patients
needs allows a suggestion of several options and this is where scripting helps.
Scripts should include all the benefits of lenses as well as shortfalls. When
you script for a best outcome for your patient, you will show them you are on
their side and you will have a customer, and perhaps a friend, for life. |