With the competition the way it is today, it’s essential to stand apart from the crowd. Consumers need a reason to buy from you and not the guy next door or across town, who probably has the same great product. And always remember you’re not just competing with other optical businesses. Your competition is also the department store or boutique that sells designer sunglasses…the sporting goods store stocked with the latest in sports glasses. Indeed any retail establishment is competition. So how do you bring customers in your door to spend money on better eyewear? Quite simply, by meeting their expectations.¹

• Give your business a strong reputation for the quality of goods and services it delivers. The customer must perceive the value of the product and service as greater than the fees charged.
• Never say never to customers you think can’t afford luxury. Many people are willing to spend money on eyewear because they wear it every day.

 

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• Show your best quality eyewear first - even if a customer can’t afford it - to give them a comparison point for when they try on other pairs.
• Point out the quality in materials.
• Make sure you become an expert at answering questions on prices, insurance and all the details.
• Increase profits by establishing good customer rapport.
• Make a follow-up call to be certain the customer is happy. Send a thank you note, showing appreciation for the business.

 

 

 

 

1. 20/20 @ The Galleria, Jobson Medical Information LLC (April 2008)

Optical Sales: The Forgotten Treasure, Donna Suter.