Multiples: How successful are you???

[DrNeyecare]

Just wondering how our office is compared to everyone else in terms of selling multiples. If you don't mind sharing...

Out of 100 patients seen, how many of them would you say buy a second pair? Just a rough estimate.
And what is your most popular second pair(I'm sure its sunglasses, but just asking anyways)?

Our multiples are about 20%. I think we should be better. In addition, i'm curious to see what offices are offering staff or how staff are coached to sell multiples?

[braheem24]

When I can get the OMD involved our second pairs are above 50% mainly sunglasses for ARMD, a far second would be readers.

[partyoptician]

Sounds like you are working at a Lenscrafters or should be---multiples, multiples, multiples. At LC you could sell one pair for $600 and be looked at as a failure. If you sell two pair--one for say $250 and another for $150 your a hero even though you sold $200 less. Its madness!!!:hammer:

[MarcE]

Sounds like you are working at a Lenscrafters or should be---multiples, multiples, multiples. At LC you could sell one pair for $600 and be looked at as a failure. If you sell two pair--one for say $250 and another for $150 your a hero even though you sold $200 less. Its madness!!!:hammer:

If you have one pair of specs - you need at least one other pair. It just the facts - not madness.

[Snitgirl]

Just PM'd you doc..

[Jubilee]

I don't sell nearly as many mulitples as I could..

Seems that in my "conversations" with patients, I spend too much time (30-40min) going over the options. Therefor I am not nearly as efficient as I could be.. :rolleyes:

at least according to the powers that be. Before I came on board to the office I work, they would just go with whatever the doc had on his little superbill, typically plastic or hi-index 1.60. AR only if they had came in with it, or transitions if they asked...

I changed that, and he enjoys the 30% increase in sales.. however he doesn't like the fact it takes time.. cause I am paid too much to spend so much time with them when It should only take 10 mins and send them out the door so I can get something else done while the next patient is finishing up with him..

Cassandra

[DrNeyecare]

I don't sell nearly as many mulitples as I could..

Seems that in my "conversations" with patients, I spend too much time (30-40min) going over the options. Therefor I am not nearly as efficient as I could be.. :rolleyes:

at least according to the powers that be. Before I came on board to the office I work, they would just go with whatever the doc had on his little superbill, typically plastic or hi-index 1.60. AR only if they had came in with it, or transitions if they asked...

I changed that, and he enjoys the 30% increase in sales.. however he doesn't like the fact it takes time.. cause I am paid too much to spend so much time with them when It should only take 10 mins and send them out the door so I can get something else done while the next patient is finishing up with him..

Cassandra

Personally, I think what you do is great. I prefer doctors to educate and recommend, but the staff should close the deal and sell.

[cocoisland58]

I think we might be at about 30% multiples. It used to be more but Michigan just sucks right now. If the doc recommends additional pairs in the exam room we have more luck. I also discount the second pair. I really can't see how anyone gets by on one pair of glasses and I tell everyone just that. But cheap they will be. Somedays it's a windfall and somedays it's like pulling teeth.

[DrNeyecare]

Do you all still recommend a second pair (sunglasses, reading, computer) if the patient is one that returns every year, and whose habitual glasses (and second pair glasses) are still in really good shape and prescription has not changed? ie, frames are in good condition, and lenses have not scratches on them?

What is your approach to these patients?

[hipoptical]

You can sell a second pair to almost anyone if you just do three small things...
1. Take the time to care: remember that it will only take an extra five or ten minutes if you are the professional and lead them into what they need.
2. Assume everyone wants a second pair (or third). Don't ask them, just assume they WANT you to BE PROFESSIONAL and EXPECT them to take care of their eyes the way they should.
3. Don't rip them off. (You know what I mean- you don't have to make a zillion dollars on everything you sell. Make what you want on one pair, and take less on subsequent pairs, realizing that it's the patient's vision and eye health that you are treated, not the health of your bank account.) You will reap what you sow: treat them like you want to be treated, you'll be rewarded. Treat them like you want to treat them, and you'll end up working for Stuff-Mart.

Do this and you'll end up selling multiple pairs to 80% of your customers and making more money. I don't like LC, but one thing they do know: selling two pairs at $400 will make you more $$ than one pair at $600. I will tell everyone about the deal I got on two pairs, I would NEVER brag about buying one pair of glasses for $600. (no offense to partyoptician)

[For-Life]

I never pushed the second pair. I brought up the sunglass second pair and left it to the customer. My patients were always extremely content with their bifocals and rarely needed a second reading pair.

[Frank V. Scallio]

Second pair sales are not always that easy. I work in an area in which a lot of wealthy people are starting to retire at. I went to a seminar this Spring in New York and was given some great advice to selling a second pair. First sell your patient their every day glasses then procede to show them some cool looking sunglasses which you know they are not going to buy now. Stifle them and make them feel special even though you know they aren't going to buy them. Take a seg height and ask them if is alright for you to call them in a month or so and see how they are doing with their glasses. During your call you mention those sunglasses and ask them if they would like to purchase them. You already have the PD and seg height and you can just bill their credit card and call them when they are ready. You would be surprised at how many Maui Jims in progessives I have sold this way. Good luck and give it a try.

[ScottV]

I never pushed the second pair. I brought up the sunglass second pair and left it to the customer. My patients were always extremely content with their bifocals and rarely needed a second reading pair.

I think that we as professionals should be informing the consumer of the benefits of multiple pairs. This is to say that Rx sun is a must in todays enviroment; People put more emphasis on protecting their skin then their eyes... I also believe that a simple progressive is not going to solve all their visual needs. What about vocational? Be it professional or tradesman: Why not explain how much simpler their life will be? Baby boomers are looking for simple solutions in their lives today. Look at the explosion of personal organization products on the market today. It is very important you find out as much as you can about every patient's vocation, hobbies, lifestyle so you can determine a "simple solution".
A simple way to put this to your customer is to say "Would you wear your dress shoes to the gym? you could..but it would be very uncomfortable to say the least. This is why I am suggesting you get "pair A", "Pair B" & or "pair C"."
Now believe me this is not easy! It's an uphill battle with most people. The important thing is you are planting the seed & getting them to start thinking about it. We all have to adopt this attitute toward dispensing. It's our duty.

Best Regards,

Scott

[Chris Ryser]

Selling multiple pairs is high pressure sales. I hate high pressure sales..........would walk out of amy store that applies such tactics and would never return.

If customer suggest's and wants it.................no problem, you go for it.

At the most one should tell customer that im case he would encaounter some visual problems on the computer we could fit him with a medium powered Rx. Come back and we will fox you up, and so forth.

Hig pressure..................Never..............you can see that on the used car sales lot.

[hipoptical]

It's only high pressure if you:
1. Pressure them
2. Pressure them a lot

Otherwise, it's being a responsible Optician.
Educating consumers is not high pressure. Education allows them to make choices they may not have known they had before. Countless times I've encountered people who didn't know they could get polarized Rx sunglasses. Countless times I've seen people who didn't believe you could get mirrors on Rx sunglasses. Most people don't know there is an option for computer-specific glasses, they don't think about a backup pair. I agree that high pressure is very "used-car". Education is different; I have always believed that anything less is laziness, complacency, or simple carelessness.
The problem with "no-pressure" sales is this... the "patient" is just a consumer. They don't even know what they want, they certainly don't know what they need. They have no idea what is available.
The only RIGHT way to "sell" is to educate. It only takes a few moments more, yet pays off for everyone involved.

[DrNeyecare]

Selling multiple pairs is high pressure sales. I hate high pressure sales..........would walk out of amy store that applies such tactics and would never return.

If customer suggest's and wants it.................no problem, you go for it.

At the most one should tell customer that im case he would encaounter some visual problems on the computer we could fit him with a medium powered Rx. Come back and we will fox you up, and so forth.

Hig pressure..................Never..............you can see that on the used car sales lot.

We are very carefull not to pressure the patient. We explain to them the option of other eyewear for different tasks. We try to be as informative, yet casual as possible... so the patient does not feel pressure. But I can see your point, if the patient is presented with the options in a different way.

When I was still working for Lenscrafters... wow, talk about high pressure!!!

[For-Life]

I think that we as professionals should be informing the consumer of the benefits of multiple pairs. This is to say that Rx sun is a must in todays enviroment; People put more emphasis on protecting their skin then their eyes... I also believe that a simple progressive is not going to solve all their visual needs. What about vocational? Be it professional or tradesman: Why not explain how much simpler their life will be? Baby boomers are looking for simple solutions in their lives today. Look at the explosion of personal organization products on the market today. It is very important you find out as much as you can about every patient's vocation, hobbies, lifestyle so you can determine a "simple solution".
A simple way to put this to your customer is to say "Would you wear your dress shoes to the gym? you could..but it would be very uncomfortable to say the least. This is why I am suggesting you get "pair A", "Pair B" & or "pair C"."
Now believe me this is not easy! It's an uphill battle with most people. The important thing is you are planting the seed & getting them to start thinking about it. We all have to adopt this attitute toward dispensing. It's our duty.

Best Regards,

Scott


I do mention to my bifocal wearers (not just PAL, because the negatives are not PAL only). That they may find they would like a distance pair to watch tv in at night, a pair for golf, or a pair of readers. I tell them though, try the bifocal out and if there are any problems we will work toward fixing it at a low cost.

I would say that maybe one of of 150 people would like a second pair for reading, distance, or whatever. Truth is both bifocals and PALs are pretty successful in satisfying people.

[HarryChiling]

I have the highest multiple pair sales in our office and it's easy and isn't high pressure at all. When they first walk in the store I plant the seed "are you also looking for a pair of sunglasses or computer glasses, or do you already have a pair your happy with?". It's a yes no question, but it reinforces that they should have another pair. When they come out of the doctors office and pick one pair, while I am writing the workup I quote them, "mr./mrs. XXX your first pair would come to $XXX.00, and a second pair for sunglasses would only be $XXX.00, saving you $XXX.00 on the second pair -or- you could go with a pair for reading/computer for $XXX.00, again at a savings to you of $XXX.00, which option would you like?" There are actually three options in there:

One pair
One pair and suns
One pair and reading/computerHowever when presented right it comes across as two options which are:

One pair and suns
One pair and reading/computerPick up a book by Robert Cialdini called I think "Persuasion", you should have you staff read it or read it yourself and present some of the points to your staff. Persuasion is an art, learn it and use your professional judgement when applying it.;)