Mars Needs Glasses: Selling Eyewear to Men

By Jeff Hopkins

The question that this course seeks to answer is: �What issues in selling eye-wear are specific to men and how do I deal with them?� I begin with a simple premise: men and women are different. If you don�t believe this, then this course is probably not for you. It�s also likely that you�re very young. I�m guessing that you�ll come around to my point of view in a few years, so keep a copy of this course in a safe place for later reference. One day you�ll thank me.

Some of the differences, of course, are physiological. These are relevant to our discussion in the sense that it is helpful to know the sex of the person sitting across from you. However, I think it best to skip over this aspect of the topic.

No, the differences we are interested in are those of attitude�attitude toward eyewear and attitude toward shopping. A visit to the eye doctor, almost uniquely, involves both medical care and shopping. And when we put �men� and �shopping� in the same sentence, we create a whole raft of issues. So let�s get to them.

MEN AND WOMEN ARE DIFFERENT

This subject is a real minefield. Speculating tactlessly on it can quickly put you in a spot where you�re begging and pleading to keep your job, even if you�re the president of Harvard (especially if you�re the president of Harvard.). Much discussion is given to defining the differences between men and women. Much debate centers around whether the differences are innate or the result of social conditioning. Pop psychologists have built whole cottage industries around the subject. What do the serious scholars and the popularizers say?

In his best-selling relationship guide, �Men are From Mars, Women are from Venus� John Gray tells us that men tend to be more results-oriented, while women are more relationship-oriented. Having read the book (okay, I skimmed it), I can say that I found nothing beyond this insight that might be useful in selling eye-wear to men. On the other hand, my wife suddenly thinks I�m a much better listener. Somewhat higher on the ladder of scholarship, we find �The Essential Difference� by Cambridge University psychology professor Simon Baron-Cohen. Baron-Cohen says, �The female brain is predominantly hard-wired for empathy. The male brain is predominantly hardwired for understanding and building systems.�

Both authors are quick to point out that behind these differences there is a huge mass of common ground between the sexes. Men and women watch many of the same TV shows, often enjoy the same vacation spots and shop in many of the same stores. But the differences are enough to notice and they are worth being sensitive to.

MEN SHOP DIFFERENTLY

While neither of the authors cited above specifically address shopping, let alone shopping for eyewear, by following their reasoning we can imagine how these basic differences might result in different shopping styles. Men and women will, of course, have the same ultimate goal: eyewear that suits their needs. But women are likely to take more pleasure in the process itself, while men will tend to take pride in getting the eyewear they need as quickly as possible.

In his book �Why We Buy: the Science of Shopping,� Paco Underhill confirms this difference in shopping approaches. Underhill�s research shows a number of obvious differences in shopping strategies between the sexes, including the following: � Women tend to move through the aisles at a comfortable pace; men tend to view the store as a timed obstacle course. � Men don�t like to ask for help; (big surprise, this one.) � On the other hand, men are more open to suggestion because anything that helps them make up their minds gets them out of the store faster. � Men are more likely to be intrigued by technology in a product; (we�ll come back to this point.) � Men don�t look at price tags as much as women do and are more likely to upgrade; (good news at last!)

MEN ARE MORE FASHIONABLE THAN YOU THINK

Most of what we�ve learned so far fails to contradict the stereotype of a man who�s only interested in shopping if the destination store is Best Buy or Home Depot; if it�s any other store he�s likely to be uncomprehending and impatient to be finished. But there is evidence that men today are more appearance- and fashion-conscious than they�ve been at any time since the end of the 18th century.

According to the International Council of Shopping Centers, men who shop at malls visit them more frequently than women do. And the percentage of male mall shoppers is increasing; the percentage of male shoppers increased from 37 percent to 39 percent between 2000 and 2003. The trend is most marked among younger men. A WSL Strategic Retail study reports that young men are making almost as many shopping trips per week as young women (3.6 compared to 4.1), and visiting nearly as many stores.

Today�s young men are more brand-oriented, opinionated and confident as shoppers than the young men of a generation ago. One reason for this seems to be that many young men grew up in a single-parent household or one in which both parents worked. They are accustomed to being sent to the mall to buy their own clothes from a fairly early age. Of course, it�s not certain that these habits will persist into middle age, but the trend is encouraging for retailers.

MEN LIKE TECHNOLOGY

As we said earlier, men have an affinity for systems. The coolest systems of all are technology-based and are otherwise known variously as �gadgets,� �gizmos� and �I gotta have that.�

As with fashion, there are myths about the sexes and their reactions to technology. The fact is, women today are more tech-savvy than ever before. Many women are informed buyers of computer equipment and some have even mastered that most daunting of tech-based tasks.

The general difference between men and women with regard to technology-based products is that, while both admire them for their practical value, men tend to take more of an interest in the gee-whiz factor in technology. This difference becomes important when discussing lens and frame choices with male customers.

BUT DO THEY LIKE EYEWEAR?

Of course, purchasing eyewear is a different animal than shopping at the mall for clothes. It�s a much more interactive process and your male customer, tech-savvy though he may be, is not likely to know nearly as much about eye-wear choices as he does about modems and off-road vehicles. So what, specifically, does the data tell us about men�s attitudes toward eyewear?

According to Jobson Optical Research data, 64.7 percent of men indicated that they wore eyeglasses in 2004, compared with 69 percent of men two years earlier. Over the same period, the number of men wearing contact lenses increased by five percentage points. Men are also almost twice as likely to have vision correction surgery as women. A larger percentage of men surveyed state that they just don�t like the idea of wearing eyeglasses (19.5 percent of men vs. 14.9 percent of women.) And a much larger percentage of men will put off getting some kind of vision correction on the grounds that their eyes just aren�t bad enough yet (39.9 percent of men vs. 30.6 percent of women.)

Some men, of course, take this denial to an extreme. You�ve probably seen or heard of men borrowing their wives� readers in a restaurant in order to read the menu. It makes you wonder: what do they do when their wives aren�t around?

The data suggests that men are more reluctant to purchase eyewear then women. Be prepared to make the case for eyeglasses as the best vision solution for the patient�s needs.

TALKING TO MEN ABOUT EYEWEAR

The foregoing discussion is bound to improve your life and your interactions with members of the opposite sex in countless ways. But you may be asking yourself, �What should I do differently in the office as a result of this fascinating information?� Here, then, are two general rules for talking to men about eyewear.

Understand the type of man you are dealing with. Remember, there are a lot of different types of men out there, from the universally loved Raymond to Frasier Crane. Guys come in all sizes and shapes not to mention attitudes toward brands, eyewear and shopping in general.

Brad Whipple, operations manager of Riviera Optical in Arizona, offers a useful distinction between the Tech Guy and Fashion Guy. The former adheres to some extent to a classic male stereotype�he wants the latest technology and he wants something practical; style is less important. The

Fashion Guy is very conscious of his look. Clearly, different aspects of eyewear will appeal to these different types. Somewhere in between is the Regular Guy�he wants to look good and he has a typical manly interest in technology. In other words, he wants a little from both camps without venturing too far into either.

So how do you tell who, exactly, is sitting in front of you? Here are some tips:

Mars Needs Glasses: Selling Eyewear to Men

What�s he wearing? Is he wearing designer clothes? Is he dressed for success? If so, he�s more likely to understand the importance of eyewear as part of the total look. And the biggest tip-off of all, of course, is what kind of eyewear is he wearing now?

How old is he? Young men are more likely to be concerned about their look in eyewear and more brand-conscious.

Honor his guyness. Even though men are all different, you�re on safe ground if you assume that:

He doesn�t want to spend a lot of time shopping. He wants to get in, get what he needs and get out. Many mall retailers have increased male traffic in their stores by putting men�s items close to the entrance. The deeper men have to go into the store, the less comfortable they are.

He wants information, not advice. Even if he needs advice and knows it, you�ll earn points by couching it as the information he needs to make an informed decision.

He likes to know how things work. In men�s eyes, how a thing works often contributes more to its coolness and desirability than how it looks.

Okay, that�s enough theory. Now let�s get our hunter-gatherer into the shop and turn him into the sophisticated, eyeglass-wearing man of today.

MEN SELECTING LENSES

Lens selection should generally precede frame selection in choosing eye-wear, so we�ll start there. As a general rule (and not just for men), more sophisticated lens designs, materials and add-ons provide improved vision, comfort or lifestyle benefits, and sometimes more than one. In almost every case, the best course of action is to recommend the lens-and-treatment combination that you believe will provide the best vision, the greatest wearing comfort and the most complete integration with his lifestyle; he can then decide if he�s willing to pay for it. Let�s review the basic lens categories and see how the male perspective fits in.

Materials: Lightness is a benefit that seems to be universal in its appeal. Polycarbonate is a great choice for active men. Impact resistance is the big selling point here. If the patient plays sports or works with tools, talking about impact resistance and safety are great ways to interest him in polycarbonate.

High-index materials are growing in popularity. The superior cosmetics of high- index may not persuade the male patient, but technology might. Try saying something like, �There are some great new high-index materials available. They actually bend light more efficiently, which means that you can get the same vision correction in a thinner, lighter lens.� Now he has an understanding of why high-index is a better choice�and he has something he can say to other guys about his new eyewear.

AR Coating: The benefits of AR coatings are, of course, not gender-specific, but the ways of presenting them may be. Fashion Guys will be more open to the cosmetic appeal of AR. It�s an especially strong selling point if they�re purchasing an expensive designer frame. (�You�re investing in a good look. Why let lens reflections get in the way?�) The cosmetic benefit of AR can also appeal to business professionals. These people often rely on face-to-face communications for success. If they�re eyes aren�t clearly visible, they�re not communicating with maximum effectiveness. AR is another aspect of dressing for success. Purchasing it should be the ninth habit of highly effective people who are in search of excellence or trying to avoid having their cheese moved.

Most men won�t admit that making their eyes more visible is all that important to them. But better vision will matter: that�s why he�s sitting in front of you in the first place. Relate the improved clarity of AR to activities that may be important to him, like driving and using a computer. AR will help him in either case. It also might help to briefly explain how AR works. �Anti-reflective coatings use the principle of destructive optical interference to cancel out lens reflections. Light is a wave, like the ripples that form after you drop a rock into a pond. If you drop another rock at the right moment, it cancels out the first set of waves. That�s what AR does to the waves of reflected light in your lenses.�

Photochromics: This is another area where advanced technology can be appealing. Many newer photochromic treatments darken very fast; taking a man outside to demonstrate this can provide a real �wow� factor. There�s also a very practical reason to offer photochromics specifically to men� they don�t, as a rule, carry purses. Plus, business-casual office attire tends to limit a man�s access to pockets (no dress shirt or sports jacket). Where is he going to keep his sunglasses for easy access? With his wife�s readers, maybe? With photochromic lenses, there�s no problem: he�s already wearing his sunglasses and he can keep his polarized pair in the car.

Progressive lenses: Men tend to put off buying progressive lenses longer than women do, particularly if they haven�t worn glasses before. The main culprit is probably our old friend, denial�they�re just not willing to admit that they are now presbyopic and need help with their reading.

Mars Needs Glasses: Selling Eyewear to Men

How do you deal with denial? Lend a sympathetic ear. Ask him if it�s becoming more difficult to read. Ask him he copes with reading in low-light situations or when he�s away from home and doesn�t have a pair of readers in his pocket (and his wife isn�t near-at-hand). Let him know that a solution exists.

The appeal of technology can help here. You can tell your male patients that progressives represent the latest in lens technology, because, after all, it�s true. Tell your patients that, �In progressive lenses, the curvature of the lens actually changes slightly as you move down the lens, which changes the focus and gives you a complete range of vision from distant to near.�

A similar approach may help with male bifocal wearers. For men, the cosmetics of progressives are likely to be less persuasive than they are for women. They may have �written off� and accepted the cosmetic disadvantage of the bifocal line. They may even regard it as barely noticeable. (�It�s just a little tiny line, after all.�) On the other hand, men like to take advantage of the latest technology, especially if it has a direct practical benefit.

You�re likely to hear the standard objections: �I�m used to my bifocals;� �I�m not sure I could adapt to something new.� Focus on the aspects of bifocals they�d like to be rid of. Ask them how they cope with the interruption of vision that they get with their bifocals. How do they feel about escalators? What about computer use; does the line get in the way or does he have to hold his head at an odd angle to see? Then let them know that advanced technology can take away those deficiencies. My own father, an engineer, switched successfully to progressives after almost 30 years in bifocals. One of the main reasons for the switch was that the technology intrigued him.

MEN SELECTING FRAMES

Conversations with eyecare professionals tend to confirm the retail trends we looked at earlier�there are more brand-conscious, style-conscious, shopping-savvy men out there than ever before. Nor can you assume the trend is confined to young men. Dispensers report sightings of brand-aware men in their 50s and even their 60s.

A few questions should sort out both attitudes toward frames and frame preferences: � Are you looking for a particular style? � Are you concerned about durability? � How do you like what you have on? Would you be open to looking at other styles? (Note: be careful how you phrase this question. If you say, �does what you�re wearing now work for you?� the man may feel that he�s being encouraged to stay in the same style or even the same exact frame. On the other hand, you don�t want to sound like you�re criticizing his current frames�even if they strongly invite criticism.)

Lightweight frames appeal to men across the board. If you get the sense that you�re talking to a Fashion Guy, he might enjoy hearing a little about the latest trends from MIDO. Or he might have a well-established idea of the brands he likes. This type of man is likely to be an enthusiastic frame buyer, assuming your board is well stocked.

For the Tech Guy and the Regular Guy it�s wise to have a little bit of techie background about different types of frames. Titanium frames are a good bet, because of their weight, strength, corrosion-resistance and hypoallergenic properties. A simple demonstration of the difference in weight between titanium and regular metal frames is generally effective. Flexon is an excellent material for guys both from a practical standpoint and from the perspective of sheer coolness. Spring hinges appeal for much the same reason.

With men, you�ll sometimes experience a phenomenon that you almost never see with women: the need to have their choice validated by a spouse or significant other. Some dispensers indicate this doesn�t reflect a lack of confidence. Instead, it�s a consensus-building move: men don�t want to be criticized at home for the choice they made. Most men won�t find this spousal validation necessary�but that doesn�t mean they don�t want to hear opinions.

As we said earlier, men like to shop quickly and efficiently. The many choices on the frame board may be daunting to the man who�s trying to get on to the next task. Many men will appreciate your helping them narrow down the choice to two or three. Consider a variant on what he�s wearing now, along with something you think he�d look good in.

Most men will want some validation of their choice, but it�s hard to tell for certain whom they�ll want it from. Most men want to look good to women, so the opinion of a female staff member is worth having. On the other hand, men are sometimes concerned that a woman will encourage them to wear something that is, shall we say, a little too stylish. They will appreciate having another man�s opinion. Ideally, it�s best to have opinions from both sexes. Never be shy about calling another member of the staff over to offer an insight.

CONCLUSION

You�ve probably heard of Rogaine, the hair-loss prevention medicine. It comes in two versions: Rogaine for men and Rogaine for women. What�s the difference? Rogaine for men comes in a blue box; Rogaine for women comes in a pink box. The ingredients are identical; I checked. (By the way, I wasn�t looking at Rogaine because I need it. It was research, I tell you; research!)

The point is that regardless of the patient�s gender, the goal is the same: provide the best eyewear solution for the patient�s vision and the patient�s life. What�s different is the way we �package� this solution for the individual. In selling eyewear we face various kinds of resistance, the most pernicious of which is the patient� lack of understanding of the options available to him or her. Our success in providing the best eyewear depends on our ability to relate to the individual�s life and his or her way of approaching a purchase. Being sensitive to the basic differences between men and women is one way of doing that.

Beyond that, it�s simply good customer service, the kind that generates return visits and referrals. Your patients choose you because they value your expertise, but also because they feel comfortable with you. The elements of a sales interaction that create comfort are different for men than they are for women. By making your male patients comfortable, you help to generate the personal bond that is the key to customer loyalty in any business.