Re: In-Home Dispensing Another Twist
I managed two "executive dispensing" enterprises over the last 15 years that were etrenely lucrative. None were insurance accomodating and they both were succesful only because they played to the upper end market. They also had to be done very strategically. The rewards were very high. These enterprises also operate under the radar of traditional opticianry, and in order to do it and make it work, it had to be done along certain guidelines:
1, ONLY high end. Had to be shown from very good looking rolling tray systems.
2, Only premium eyewear and nothing was sold as an option. Everyone got AR. Everyone got cosmetic tinting.
3, The dispenser/sales person had to have "The Look". We had woman standing 5'10" in blazers and slacks. Groomed or made up like celebrities.
4, By appointment only . . . legal offices, executive suites. It took a lot of homework and who's who. A lot of "telemarketing" with a lot of snob effect. Can only be done where there's "clientelle".
5, Show the product with absolute body language, expensive mirrors with no finger prints, place mats only with designer names on them. No optical trade names. We even made our own with BMW and Jaguar logos.
Got the idea? OK...it took 3 months to cultivate the market, which was a lot smaller than you think. Pure rumor mill. A showing in an executives office (Irvine, California and Minneapolis) resulted in executive secretaries "trying on" (and, buying) and VP's invited in by "the boss" which made extra sales. Customers wore nothing but the best in eyewear and optics. They paid for it. And, it was in thir own back yard. Perfect! Gross sales year #2 $200,000.00 20% commission plus salary to optician. Made a lot of money . . .
but, the doctors who took care of them played dirty. "Whatever you see you want, write it down, fax it to me, and I'll order them for you for less. Just stop by and pick them up."
Duh! Lesson learned . . . . Maybe I can interest you in this digital PD stick. It also doubles as a phone dialer, and removes the shell on lobsters.