SCRIPTS FOR SELLING
By Bethany DeWolfe
Release Date: March 1, 2017
Expiration Date: January 27, 2022
Upon completion of this program, the participant should be able to:
- Learn how to uncover and meet your patient's needs and wants.
- Know how to recommend patient-specific product options based on your expertise.
- Be able to explain the advantages and limitations of those options.
- Overcome objections the patient may have.
- When closing the sale, know how to gather your client's reassurance that their needs have been met.ns.
Bethany DeWolfe is an ABOC optician in Greensburg, Pa. She joined the optical industry 10 years ago, training under Pittsburgh's optical elite. She is currently managing an independent optical store specializing in unique frame selection and quality on-site lab work.
This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO). General Knowledge. Course SWJHI002
Scripts help simplify a sale because they contain critical elements that take you through each step of the conversation.
When you combine product knowledge with these elements, it creates a smooth discussion with your customer, resulting in a satisfied client leaving your store with the correct product(s) and a desire to return for future needs. Throughout the conversation, you should:
- Uncover and meet your patient’s needs and wants.
- Recommend patient specific product options based on your expertise.
- Explain the advantages and limitations of those options.
- Overcome any objections the patient may have.
- Close the sale, gathering reassurance from your client that their needs have been met.
UNCOVER AND MEET YOUR PATIENT’S NEEDS AND WANTS
With specific questions, you can determine the reason for your patient’s eyewear purchase and therefore better meet their needs and wants. Ask open-ended questions geared toward determining information about their current eyewear (purpose, likes, dislikes) and the function of their new eyewear (what they hope to gain from updating). This is also a great time for building a rapport with your client and developing a relationship that leads to trust and loyalty.
RECOMMEND PATIENT-SPECIFIC PRODUCT OPTIONS BASED ON YOUR EXPERTISE
Combine the information gathered from uncovering with your product knowledge to create a recommendation that will meet your client’s eyewear needs. Link the products to their needs/wants. By explaining the purpose of your recommendation and how it directly benefits them, you prove your professional expertise and limit possible objections.
EXPLAIN THE ADVANTAGES AND LIMITATIONS OF THOSE OPTIONS
By explaining both sides, you continue to build trust while helping the patient better understand their decision. The advantages help to sell the product, while discussing the limitations helps sell your skill and professionalism–all the while setting your patient up with appropriate expectations.
OVERCOME OBJECTIONS THE PATIENT MAY HAVE
Once you’ve uncovered the patient’s needs and wants and gained their trust, it’s easier to overcome the objects he or she may have (price, function, need). Carefully address his or her concern by explaining how the final product(s) you recommend meet their previously discussed needs. Link each concern back to your original uncovering discussion. It is important to completely overcome these before the time of purchase. This will leave the patient confident in their purchase and will lower the chance of buyer’s remorse.
CLOSE THE SALE, GATHERING REASSURANCE FROM YOUR CLIENT THAT THEIR NEEDS HAVE BEEN MET
As the sale comes to a close, use closedended questions to determine your patient’s readiness for the purchase. Use this time to confirm the client’s final decision.
SAMPLE DISCUSSION 1
Mrs. Diaz, a psychologist with a moderate single vision prescription. Additional information regarding the patient can be gained from her demographics sheet or initial conversation, prior relationship, etc.
YOU [Identify patient needs/wants based on Rx] “Mrs. Diaz, since you have a moderate single vision prescription, here are the lens choices I recommend. [Specific product recommendations] I suggest we consider a polycarbonate or plastic lens because each has an advantage for you. [Explain the advantages/limitations] The standard plastic is the least expensive, and I know you told me you have a budget. I’d like you to consider a pair of prescription sunglasses so a plastic lens would keep your clear pair at a minimum.
However the plastic lenses will be thicker than the lenses in your current frame. Polycarbonate lenses are a slight upcharge, and they will keep the thickness down if that’s important to you. In this vintage style plastic frame you’ve selected, either lens choice could work, it just depends on your preference.”
CLIENT “Budget is definitely important to me, but I also want to be happy with these in the long run. I think I’ll go with the lighter weight lens.”
YOU [Confirm their selection and delve deeper into needs/wants] “I’m glad you decided to go with the polycarbonate, I think you’ll be happier with the look and feel of that thinner lens. I know you mentioned you spend all day in an office under fluorescent lighting while on a computer. [Additional product recommendations] I would highly suggest an anti-reflective lens. [Advantages/limitations] This option will help minimize all the overhead lighting and computer glare while preventing visual fatigue. Cosmetically, it also looks great because your lenses appear invisible. This way your clients can see straight through to your eyes as opposed to seeing the glare on your lenses.”
CLIENT “That definitely sounds like something I would want. How much additional is it?”
YOU [Answer inquiries, then connect customer lifestyle with multiple pair suggestions] “You said your office is downtown so I assume you have quite a commute every day. That’s one reason prescription sunglasses would be an advantage for you... [Specific product recommendation] An excellent pair of prescription sunglasses will protect your eyes while you’re driving as well as during any outdoor activity like golfing or running. [Advantages/limitations]
Polarized lenses are layered lenses that eliminate glare from sunlight, windshield reflections, snow and water. They give your eyes maximum protection and prevent eyestrain and fatigue outdoors and in the car. If you think this option would be something you’d like, we’ll look for a frame that would best suit your prescription and the polarized lenses.”
CLIENT “I love the idea of having prescription sunglasses. My eyes are very light sensitive, and I do spend a lot of hours in the car– and in the sun on our trips to Hawaii or when I get the chance to golf. I’m just not sure it’s in my budget right now.”
YOU [Overcome price objections by explaining the value using what you’ve uncovered] “Yes, Mrs. Diaz, I understand two pairs of glasses can seem like a big investment. But over time, as you wear them both, they will become invaluable to you. Your clear pair will be lightweight and comfortable enough to wear all day and will make a fantastic impression on your clients. The sunglasses will be extremely helpful in your long commutes, as well as on your annual vacations to Hawaii and whenever you get out on the golf course. I know you said you’re currently struggling with light sensitivity, and both of these options will help ease your symptoms.
[Close the sale with closed-ended questions]
“Does that sound like everything you’re looking for?” or “Do these options suit all of your eyewear needs?” or “Is there anything I mentioned that doesn’t meet what you’re looking for?”
SAMPLE DISCUSSION 2
Mr. Jones, a welder with a high myopic and presbyopic prescription.
YOU [Identify patient needs/wants based on Rx] “Mr. Jones, your prescription requires some specific lens choices to ensure you’re getting the comfortable, lightweight glasses you want with the optimum visual acuity you need. [Specific product recommendations] Because your prescription is over -7.50 in both eyes, I would highly suggest a high index material combined with a digital progressive lens.
CLIENT “How is that different from what I’ve been wearing?”
YOU [Explain the advantages/limitations] “This high index lens will be thin and lightweight without compromising optical clarity. It’s significantly thinner and lighter than the polycarbonate lens you have in your current pair. You’ll be pleasantly surprised at the difference in clarity, as well. Also, a digital progressive lens like the Shamir Autograph will give you amazing multifocal vision without distorting your peripheral vision. Because this lens is a free-form digital created using your custom measurements, the lenses will be much more accurate to your prescription than the older, standard progressives. Plus, digital lenses are typically slightly thinner than standard lenses, which is a nice bonus.”
CLIENT “Well that certainly sounds like what I need with my prescription. I didn’t even know those options were available.”
YOU [Confirm their selection and delve deeper into needs/wants] “It’s great to hear that you think this a good route to go. I know you wear safety glasses all day at work, so this pair will be for anytime you aren’t at work. [Additional product recommendations/advantages] Due to the intensity of your prescription and the material you’re choosing, I strongly suggest you also go with an anti-reflective lens. This will continue to optimize your vision. You mentioned to the doctor that you’re experiencing glare when driving at night. This lens option will eliminate that glare, making everything crisper and clearer. Also, I know your last pair had Transitions lenses. I’m sure you’ve found those help a lot when you’re outside without your sunglasses. Would you like this pair to be Transitions as well?”
CLIENT “Yes, the doctor did mention that an anti-reflective lens would be a good idea. I think I want to try it this time, as long as I can afford it.”
YOU [Go over pricing then connect customer lifestyle with multiple pair suggestions, noting what they’ve expressed to you throughout the interaction] “Ok, great! So, we know you’re interested in the high index digital progressives with anti-reflective. I remember you mentioned when you came in that you are only interested in updating your dress pair today. However, with your insurance benefits and flex spending account, now might be a great time to update your prescription sunglasses as well. I noticed your prescription has changed by nearly a diopter since you last updated, and with how much time you spend driving and fishing, it’s important to have the correct prescription. I just thought I would suggest it and go over prices if you’d like.”
CLIENT “We can take a look at the prices and see if it’ll work. I’m not sure I’m prepared to do that today, though.”
YOU [Work through pricing and summarize what they’ve decided] “I’m so glad we could get you updated lenses in your sunglass frames with your insurance’s second pair discount. We’ll be sure they’re polarized just like the last pair. As for your dress glasses, the round plastic frame you chose will be super comfortable as well as crisp and clear with the high-index, anti-reflective Shamir Autograph lenses with brown Transitions.
[Close the sale with closed-ended questions]
“Mr. Jones, does that sound like you’re getting everything you need and want?” or “Is there anything you need or want that we didn’t talk about today?”
SAMPLE DISCUSSION 3
Billy Read, a sports-loving middle school student with a moderate prescription, shopping with his mother.
[Identify patient needs/wants based on Rx and needs] “I didn’t think it had been a whole year since we saw you, Billy and Mrs. Read. You’re here because Billy’s glasses broke?
CLIENT “Yes. I’m surprised they lasted this long since he’s wearing them for all his basketball games.”
YOU [Specific product recommendations/advantages] “Based on his prescription and what he had last time, I suggest we stick with the polycarbonate lens material, which is safest for kids, especially active ones. It’s also thinner and lighter weight than a basic plastic lens, so that works better with his prescription.
“I do, however, think this time we should choose a more durable frame. With Billy playing both basketball and baseball along with his other daily activities, I think we should look at something that can handle a little more abuse than the last pair. Here Billy, try on this IC Berlin frame. It’s super stylish, but also virtually indestructible because of the stainless steel material and prong hinge design.”
CLIENT “This frame is great! It definitely looks like it can handle more abuse than the last pair. Is it a lot more expensive than what we usually choose?”
YOU [Overcome price objections by explaining the value using what you’ve uncovered] “Yes, Mrs. Read, I know this frame is more expensive than the last one you purchased. But as you’ve seen, the design and material of the frame will allow it to last much longer than so many other frame choices. You can even keep the frame and replace only the lenses the next time Billy’s prescription changes. In the long run, purchasing a more durable frame will save you money as well as the hassle of dealing with broken glasses.”
CLIENT “It does make sense that we’d have to pay more to get something that will work for his sporting needs. Can you go over all the insurance benefits?”
YOU [Detail benefits, then summarize and close] “I’m so glad you both decided on the IC Berlin frame. I know it’ll last so much longer, and you won’t have to be nervous that you’ll end up with another broken frame. Is there anything else you two need today that I didn’t take care of for you?”
SAMPLE DISCUSSION 4
Mrs. Brown, an elderly lined bifocal customer with a light prescription who is dealing with cataracts.
[Identify patient needs/wants based on Rx and lifestyle] “Mrs. Brown, I see it’s time for a prescription update. I think you’d love this new pair of Helium frames we got in... Despite the change, your prescription is still moderate. I know you’re happy with your lined bifocals, so we’ll stick with that. [Specific product recommendations/advantages] I would suggest a polycarbonate lens because it’s impact resistant, which makes it safer than your last pair. It’s also thinner and lighter weight. Because you’re dealing with so much glare from your progressing cataracts, you should definitely consider anti-reflective lenses. They’ll make your overall vision as clear as possible, especially at night.”
CLIENT “Yes, I am having a lot of difficulty driving at night with all the glare. Something to help with that would be a big relief! Is this all covered by my insurance?”
YOU [Acknowledge customer requests and help overcome objections] “Now, I know you mentioned that you would prefer to receive only what your Security Blue covers for lenses, but I think the additional copays for the anti-reflective and polycarbonate will be completely worth the investment when you see how much more clear and comfortable the glasses are for you. Until you get those cataracts removed, you’ll need some extra features in your lenses to maximize your current vision.”
CLIENT “Well, I do know how important it is to have clear vision. I’ll get what you suggest and use my credit card.”
YOU [Summarize and close] “That’s great you’ve decided to go with my recommendation. I think you’ll be pleased with the results. Do you need anything additional today?”
or [Acknowledge when customer cannot/will not choose what’s recommended]
CLIENT “I really don’t think I can afford anything beyond what my insurance covers right now.”
YOU “Mrs. Brown, I completely understand that these additional copays are not within your budget right now. I just wanted to be sure you knew the options available to help you. We can absolutely go with the basic plastic line bifocal lens this time, and you can keep in mind everything we talked about.”
Learning your patient’s needs and wants and combining that with extensive product knowledge will create a meaningful sale discussion. Your patient’s visit will end with a happy customer leaving with the best products for their needs and budget, and planning to return to you and your practice for his or her future vision needs.
A successful sale isn’t always going to mean high prices, multiple pairs or lots of lens options–the most successful sale is one in which the patient feels happy when he or she leaves. Creating customer satisfaction means the patient will return over and over for his or her future eyewear needs. A loyal repeat customer means so much more than a one-time, high paying one.