What is your priority?

[For-Life]

I am sure that each of our main priority is to create satisfaction, repeat business, and make money. But when it comes to a sale, what is your priority? Meaning what is the first add on you go for, what is the is goal of the office. Is it getting everyone to wear AR, is it moving all bifocal patients to PALs, is it selling a second pair, is it selling the most expensive frame in the office, ect.

In the past few years our main goal in the office was to sell AR with every pair possible, and not only AR but easy to clean, high quality AR.

Secondary priorities was to show some of the more expensive frames. It was not a goal to sell more of the fancier frames, but to show them and let the customer make the decision, instead of focusing on the lower priced items and not allowing the customer to decide. We have moved all of our patients from lower end PALs to middle/upper end ones. We have also done well with prescription sunglasses, and are now doing more with a backside AR.

[chip anderson]

Our number one priority should be (and actually used to be) satisfing the patient's visual needs, now it's how do you sell up. Our priorties in this and many other things have life have changed to the point that we don't even see our purpose anymore.

Chip:mad:

[For-Life]

Chip I appreciate your comments as always, but I hoped to capture in my first sentence that of course the visual need is king. What I was interested in was afterward. Maybe items that would lead to better vision.

[DocInChina]

Our number one priority should be (and actually used to be) satisfing the patient's visual needs, now it's how do you sell up. Our priorties in this and many other things have life have changed to the point that we don't even see our purpose anymore.
Chip:mad:

Unfortunately the economics of running a business have created this problem. If the business does not generate enough capital it will not be able to survive. The only way to avoid the financial pressure and put visual needs first is to lower your overhead and lower your cost of goods.

[cocoisland58]

Our priority is and always has been customer service and quality. Our goal is to beat what we did last year by 20% which in Michigan's economy is not easy but we have done it in all but one month this year. What is the first add on we go for? I have never though of it like that. It all depends on the individual patient. I am not about to sell AR to everyone that walks in the door because children make a mess of it as do some men. Certain professions don't do well with it eiher, hairstylists, cooks, etc. But we do sell about 30% or more Crizal anyway. Also, I would not move all bifocal patients to a PAL especially the elderly. I do not put everyone in a PAL but 90% I do. No we do not always sell the most expensive frame in the office or even show them to everyone. They don't look fabulous on every face after all. We almost always end up with a great sale anyway and our best sales are still our random walk ins. Repeat business, word of mouth, quality, knowledge, genuine friendliness and service. It all adds up.

[RustyS]

Our priority is and always has been customer service and quality. No we do not always sell the most expensive frame in the office or even show them to everyone. They don't look fabulous on every face after all.


PLEASE dont think this is a flame Coco just a paradigm shift on what you said that will help you and staff IMHO.

If i came into your door and you didn't show me your best i would be offended that you judged me in such a way. If I came to your establishment based on service and quality. thats exactly what I want and I expect you to show it to me period. If its expensive i can say no I'm allowed. The guy at best buy walks you right to 60inch plasma

If I was working at Outback and you asked me "whats good?" i wouldnt tell you vegetarian plate because you probably couldnt afford a steak.

If your definition of high-end is based on outlandish frames then you have to rethink a little. My primary exp is high end and 80% of your high end customers want quality and that doesnt mean outlandish. There is a high end option for all scenarios and 80% of them require a classic look. The crazies sell the classics. I can tell and feel difference in frame qualities and i assume my client can too. If an Optical Boutique is only selling outlandish frames i can almost guarantee you they are not doing more than mid 6 figures. Showrooms and outside US excluded.


This wasnt a flame just opinion

[RustyS]

sorry coco thought you were thread starter and thought that might help you hit your 20%

[Frank V. Scallio]

My priority is to offer the patient the newest and best products available that fulfill their Optical needs. I could really care less about what frame they purchase as long as the frame is of good quality. Frames in my opinion are just that. They are a frame that holds the important part of the equation which is now and always will be the lenses.
I sell high end lenses to 80 - 90% of my patients because generally thats what they want. If you don't offer them the better quality of lenses I feel you are not doing your job well. Eyeglasses are a high quality personalized product that are worn daily to see. Without offering our patients the best in visual products and looking at their wallet we are making a huge mistake.
My advice is too know the product you are selling and to fit each patient with a lens that will work for them. If you are confident of the quality of the product you dispense it shows. Be proud of what you do for a living because God knows we don't do it for the money!

[cocoisland58]

PLEASE dont think this is a flame Coco just a paradigm shift on what you said that will help you and staff IMHO.

If i came into your door and you didn't show me your best i would be offended that you judged me in such a way. If I came to your establishment based on service and quality. thats exactly what I want and I expect you to show it to me period. If its expensive i can say no I'm allowed. The guy at best buy walks you right to 60inch plasma

Understood. But if I did not show you my most expensive frames it would never be that I thought you could not afford them. I assume everyone can afford good quality unless they tell me otherwise. I might not show them to you because others would suit you, your face, your lifestyle, your requirements, so much better. Because I am not going to show you much of anything until I have determined what it is that you want and need. That, and the fact that I may have already noticed that your big head won't fit in my most expensive frames.

[cocoisland58]

sorry coco thought you were thread starter and thought that might help you hit your 20%

Ok Rusty. Never mind what I said about your big head.

[Chris Ryser]

The only way to avoid the financial pressure and put visual needs first is to lower your overhead and lower your cost of goods.


Doc is totally right............................

You can't just go and push the most expensive items.............you have to give the patient the best visual aid for the size of his wallet.

When filling his or hers personal information into your records you will get an idea if patient is a welfare case or a corporation tycoon or anything in between.

From the upper middle to the tycoon you can steam toll ahead with all the expensive goodies on the red carpet.

However from the welfare case to the lower middle you better dint take out the red carpet.

Offer the basic solution................simple frame with basic uncoated CR lenses. the add the UV a tint, a do yourself scratch resistant and you can stop anywhere when the patient starts getting un-easy thinking about the expense. The job will be a lot less than the red carpet version but the patient will have good quality vision for an acceptable price.

You might consider this a un-important sale, but by doing the add ons yourself you recuperate so much money that the net profit ratio is probably better than the red carpet job

[For-Life]

Well Chris, remember no matter how low I make my prices Wal-Mart will always beat me on that level. If someone is looking for the most inexpensive glasses in the World, do not come into my office.

I offer things different from Wal-Mart and the chains, and that is an affordable, better product.

[cocoisland58]

Doc is totally right............................

You can't just go and push the most expensive items.............you have to give the patient the best visual aid for the size of his wallet.

When filling his or hers personal information into your records you will get an idea if patient is a welfare case or a corporation tycoon or anything in between.

From the upper middle to the tycoon you can steam toll ahead with all the expensive goodies on the red carpet.

However from the welfare case to the lower middle you better dint take out the red carpet.

Never assume a "welfare case" won't pop for something expensive and absolutely never assume the corporate tycoon has any intention of opening the wallet at all. Not in this town anyway.

[chip anderson]

Be skillful and honorable enough that your enemies and compeditors speak well of you. When they say you are the best there is the meaning is far greater than a compliement from a friend.

Chip:nerd:

[For-Life]

Be skillful and honorable enough that your enemies and compeditors speak well of you. When they say you are the best there is the meaning is far greater than a compliement from a friend.

Chip:nerd:

Absolutely

When I started in the business it was one thing my father taught me, and being wet behind the ears I was not sure about it. Overtime it has been worth its weight in gold, as we get referrials from everyone.

[bren_03825]

Absolutely

When I started in the business it was one thing my father taught me, and being wet behind the ears I was not sure about it. Overtime it has been worth its weight in gold, as we get referrials from everyone.

Be skillful and honorable enough that your enemies and compeditors speak well of you. When they say you are the best there is the meaning is far greater than a compliement from a friend.

Chip:nerd:

Never assume a "welfare case" won't pop for something expensive and absolutely never assume the corporate tycoon has any intention of opening the wallet at all. Not in this town anyway.

Many a welfare case has popped $300-$400 on glasses, and many "tycoons" are that way because they pinch everything. As Chip said, get them what will fulfill ALL their needs, and have your competitors recommend you, is a goal all should try to achieve.

chip :cheers:

coco :cheers:

for-life :cheers: