SELLING CHALLENGEWrite down how you will enhance the optical shopping experience in each step of 2XRX.

Step 1: Get comfortable

Step 2: Transform the patient to the consumer

Step 3: Let the fun begin!

Step 4: Make the sale

STEP 1: GET COMFORTABLE

Need + Want = 2XRX

STEP 3: LET THE FUN BEGIN!

STEP 4: MAKING THE SALE

STEP 2: TRANSFORM FROM THE PATIENT TO THE CONSUMER

CROSS TRAINING: WHERE THE TRANSFORMATION BEGINS

EYECARE EYEWEAR

NEED

• Vision Care

• Medical Need

• Sun Protection

“I need to see well.”

“I want eyewear that complements my style.”

“I want eyewear from my favorite brand.”

“I want eyewear that reflects my personality.”

“I want eyewear that fits my lifestyle needs.”

• Product Benefits

• Fashion trends

• Quality/craftsmanship

• Lifestyle needs

• Fit

WANT

1. Focus on fashion/looks: Suggest shapes, colors, treatments that “break the rules”

2. Use fashion to complement need • Complement frames with color of their eyes, hair,

wardrobe and favorite color

3. Style them with authority • Using lifestyle questions, pick brands that are

aligned with their personal preferences. If you have

the same eyewear brand…show them!

• Always present a frame as a brand, and know 3 things

about that brand’s story and product inspiration

THE SHOPPING SPREE CONCEPT: purchasing more than one item

• Have TWO presentation trays nearby to separate

the “favorites so far” by function

• Examples: Work and Play, Casual and Formal,

Sun and Optical.

SEAL THE DEAL

1. Stay engaged

2. Keep the customer focused

3. Be on alert for cues that may indicate concerns, questions or confusion

• Team Selling Approach

4. Reinforce decisions (restate the benefits)

5. Entice multiple pair sales with bundle package • Discount for multiple pairs purchased

within 30 days

• Extended payment options: www.carecredit.com

Tip: Never assume that the patient may not be able to afford it

CLOSURE

1. Carefully package the purchase and explain warranty and care

2. Thank them for their purchase.

3. Follow through is key to create true loyalty and return business

• Invite them back • Phone calls, or emails for: • Ensuring satisfaction • New release updates and trunk shows • Follow up with the 2nd choice frame

GETTING COMFORTABLE: THE DOCTOR

GETTING COMFORTABLE: OPTICIAN/STAFF

Challenge yourself to be fashionable

Your patients are looking to you for guidance

• How many pairs of eyewear do you own?

• How often do you change your eyewear

fashion?

• Are you wearing frames that you sell in

your dispensary?

Challenge yourself to sell

The frame is a part of the service you provide

• Do you mention new eyewear in your exam?

• How comfortable are you with selling

eyewear?

Challenge yourself to bring the frame into every touch point with your patient

Walk the walk, talk the talk

• How comfortable are you with the medical

aspect of eyewear?

• Are you asking lifestyle questions during

personal exchanges?

• Are you wearing on trend eyewear?

Challenge yourself to be fashionable

The frame is a part of the service you provide

• Do you mention new eyewear in your exam?

• How comfortable are you with selling eyewear?

Crossing the invisible line from eye care to eyewear Develop and reinforce the idea of an eyewear wardrobe

Narrow Down-> Seal the Deal-> Closure Narrow down each tray to 3 choices using the 3P technique