By Mindi Lewis, MA, ABOC, FNAO
It is a well-documented statistic that 85 percent of all purchases and purchase decisions in America are made by women. To understand how to persuade women, let’s start by looking at what matters to women and what strategies an optical office can implement.
CHOICE
An attractive dispensing area with contemporary
colors and shapes well represented in a basic to fashion-forward frame selection is essential to compete today. Consider changing up your buying pattern and taking on some more interesting product lines.
GOOD DEALS
Women are shoppers. Fifty-three percent of them list price as a major consideration influencing their buying decisions. The simple truth is we can’t ignore price. Applying guilt and pressure to purchase from us only alienates our patients ultimately.
SIMPLE PROMOTIONS
Promotions that are easy to understand are more successful. Promotions with many caveats and layers are often passed up solely because they were too confusing. People make decisions based on emotion and then justify their decisions. Discounts and promotions help patients justify their emotional decisions.
GIVE BACK
Nielsen’s 2014 corporate responsibility survey revealed that 55 percent of purchasers were willing to pay more for products and services from companies that are committed to positive social and environmental impact. This survey also uncovered that both men and women are very aligned in their overall interest in brands and products that give back.
KNOWLEDGEABLE, FASHION–FORWARD OPTICIANS
Eyewear and sunwear are fashion accessories. People want direction and advice from people they view as fashionable themselves. A professional, knowledgeable and personable staff is invaluable to the retention and growth of your practice.
Implement some of these strategies and measure the results. I’m betting that you will see positive results.
April 2017
Eyes/Optics