Price
Price is the most difficult objection to overcome,
so let’s tackle it first. Yes, many online retailers offer
frames at a fraction of what you’re pricing yours
at. In some cases, they list them for less than you
even can even buy them for. This is the reality of
bulk purchasing power and the main competitive
advantage of big box stores and online retailers.
Until you are selling enough to negotiate the same
wholesale rates, this will always be the case.
To overcome price, there are a couple things you
can consider. One – create an experience that justifies
the higher price point. There is still a large percentage
of the population that wants to experience a highend service when purchasing anything. Your retail
space, layout, furnishings and lighting all contribute
to the patient experience but small extras like free
coffee, a child play area and the right music can
make a big difference.
Another option to help overcome price is to create
a sense of reciprocity throughout your patients’
experience. When you notice your patient trying
on frames prior to their exam, have your optician
set them aside along with a few more pairs ready
to show once their exam is completed. Have your
patient sit down and bring them all pairs to try on.
Be kind, respectful and helpful. It will be tough for
someone who is seriously considering making a
purchase to walk away and buy online when they’ve
received this level of help and assistance – it’s
human nature.
Lastly, carry unique lines of frames that are hard
to find online. Create a sense of scarcity that only can
exist when we remove the commodity side of our
business. By definition, the more unique the line, the
more rare it will be to find online. When describing
the brand to your customer, tell the brand story.
Point out every unique attribute of the brand that
would make it desirable. Let your customer know
that this brand is in high demand but that particular
frame they are interested in is hard to find elsewhere
and your company made the decision to bring it in.
Most people are afraid to miss out on an opportunity
and leaving your business to find them online is a risk.
EYE FOCUS | December Digital 2016 17