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Is it your office's standard of practice to allow your patients to choose their own frame without the aid of your staff? If the answer is yes, you should consider that you are contributing to your patient's feelings of unease.
Your patient came to your office because they value your optical expertise. If you allow them to roam your office without any direction in the way of frame selection, you are sending them the message that they know as much as you do about eyewear. We know this is not the case, but that is not the message you are sending to your patient.
Change the Message
When you assist your patient with frame selection, you reassure them that they are in good hands and they no longer have the weight of the world on their shoulders in terms of making this large decision. You give them the piece of mind they are looking for. Your patient is looking to you to help choose eyewear that will function properly and look amazing. They deserve this treatment and attention from us because if they aren't going to get your help as an Optical Professional, what is stopping them from getting no help and ordering glasses on the internet? Distinguish yourself as the Optical Professional because that is what your patient expects anyway.
Take the Right Steps
How are you going to start styling your patients if you know nothing about them? Think of the time you spend with your patient as a "getting to know you" session. You must get a sense for what type of style your patient is looking to portray to the world before you begin showing them frame options. So, step one is to get to know your patient.
You need to know more about your patient than just their style though, so be prepared to ask your patient questions. After all, how are you going to know what to get for them if you don't ask? Ask about the patient's prior experiences with comfort of their eyewear, durability issues they have experienced in the past, and even what they liked and didn't like about their previous eyewear. The answers to these questions will give you a sense for what your patient is likely looking for in their new eyewear. So, step two is to ask the right questions and really listen to the answers.
Observations
You also will need to be observant in your quest for becoming the best frame stylist around. Start really looking at facial shapes and noticing what types of frames suit those different facial shapes. Fashion magazines and trade publications are a great place to start observing eyewear done right.
Before you know it, you will find that certain frame shapes flatter certain face shapes more than others and you will be able to recreate these looks with your patients. What patient doesn't want to be shown that they look like a model in their eyewear? Show your patient the look they are portraying in print to emphasize the impact of the "Wow" experience you've just given them!
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Pay attention to your patient's skin palette as well as the color of clothing they often wear and this will help you select a frame color that will flatter your patient. The shape of the eyewear is only half of the battle and selecting the right color will enhance the appearance of your patient, which is the goal of your session together.
Information Station
Your patient wants to know they look amazing in their eyewear, but they also want to know what they are purchasing. Tell your patient about the materials their frame is made from as well as the story of the manufacturer to reassure them they are making a wise investment. Also, this establishes you as the expert and your patient definitely wants to work with an expert.
Conclusions
Your patient expects and deserves your full attention in the frame styling process. Establish yourself as the Frame Styling Expert, ask the right questions, let the answers guide your frame selection, and with practice and observation you will be able to create a "wow" experience for each and every patient who walks through your doors!
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