While the economy and unemployment rates have not yet returned to where we would like them, consumers and businesses continue to be mindful of where each dollar is spent. It’s become the norm. It also means it is wise to review the steps you take with each patient. Practices you implement now can benefit you far into the future.

Every patient should receive the highest quality service, from the time they book their appointment to the time they leave the practice with a new pair of eyeglasses. Discussion, use and sale of professional lens care products play a key role in the process.

Think about the purchase of leather furniture or granite countertops. What does the sales consultant discuss before the purchase is complete? How to care for the purchase, the investment. Why should an eyewear sale be any different? In fact, because more often than not it is a medical sale, discussing lens care should be part of the professional experience.

Recommending mild soap and water is basically turning away profit. When you recommend mild soap, a consumer interprets this as any common household soap. But professional lens care products are vastly different than those soaps designed for kitchen countertops and glass cleaners. If your patient doesn’t reach for a common household soap, chances are they are using their clothing. Over 50% of eyeglass wearers admit using clothing to clean their lenses, and the scratches will prove it.

Professional lens care products are available in a variety of formats, with the most popular being liquid solutions, gel solutions and disposable pre-moistened lens cleaning cloths. Liquid and gel solutions are generally favored for at-home use where multiple users are common and should be paired with a microfiber cloth. They are also ideal for the dirtiest of lenses or situations where a liquid is needed to carry away dirt particles before the lens is rubbed.

Individually packaged for single use, pre-moistened lens cleaning cloths suit the convenient, on-demand cleaning needs. They prevent dirt buildup within a cloth that can lead to scratching, tuck easily into a bag, purse or pocket, and bring consumers back for repeat purchases.

Turning lens care products into a profit center involves a few minutes with each patient and a bit of repetition. It starts in the exam chair. Consumers value what the doctor recommends. At the time of lens selection, pair up cleaning preferences with the patient’s lifestyle. If there are young children at home or one is a frequent traveling – towelettes are a must. Working outdoors or spending the summer watching kids play baseball – liquid or gel is ideal. Make the cleaning connection for them.

Lenses should be cleaned as eyeglasses are dispensed, even if the lenses were already cleaned in the lab. Take the moment to explain what you are doing and why. It only takes two minutes to demonstrate cleaning techniques. Display products at the dispensing table and ask what they prefer to keep their eyewear in tip top shape.

Last, ask every customer at check-out if they need care products. Eyeglasses meet the needs of fashion and function. Dirty smudged lenses not only affect vision, but detract from one’s overall appearance.

Turning lens care products into a profit center can be easier than bringing in 100 new patients a year. Let’s walk through a simple scenario. Imagine selling 500 patients one box of pre-moistened lens cloths priced at $5.00. That’s $2500 in sales. One box will go quickly as pre-moistened cloths are disposable and habit-forming. If each of those 500 customers buys 6 boxes throughout the year, you realize sales of $15,000. A box each month, $30,000. How many patients do you see annually?

Lens care is a simple consumer process and should be part of a person’s daily routine. Brush your hair. Brush your teeth. Clean your glasses. Commit yourself to professional lens care. It not only demonstrates to patients the quality and value of your products, service and professionalism, but ensures customer satisfaction and increased profit as well.

Jodi Groh is a marketing professional with 20 years experience in the optical community. An expert in lens care, she is passionate about growing business at the customer level. She is an ABO speaker and has been recognized as one of Vision Monday’s Influential Women in Optical.