Eye Focus December 2017 | Page 17

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