Originally Posted by
MikeAurelius
I've read over this thread with varying amounts of amusement and horror...
First, a little background: I'm the resident manufacturing optician for my company Aura Visual Concepts, Inc. Some of you may know the name as Aura Lens Products, Inc. I've been 'in the business' since 1975 and have seen a continuing evolution of our industry, especially now as it comes to grips with the on-line phenomon (sp) as well as economic issues. My business has evolved from selling semi-finished single vision glass lenses to providing lab services to other labs to selling retail direct. We are one of the last remaining glass-only labs in the United States. We sell only highly specialized glass filters to other labs, doctors and dispensers, and, yes, retail. We don't do "normal" streetwear eyewear.
Part of my horror comes from those of you who view people coming in for a PD measurement as somehow the dregs of society, as being lower than low. Have you ever stopped for a moment to ask yourself WHY they are wanting to use an on-line business? Many times it is because these potential customers can't afford to buy eyewear anywhere else.
Why don't you turn this into an opportunity instead of turning the person away? Every person who walks into your business is a potential customer. If you turn them away (or as I see above, playing some sort of game or trick on them) all you do is make sure they never darken your doorway again. You've actually encouraged them to buy on-line. You've lost yourself a potential customer, someone who may have come into your business again to repair a frame, replace a lost screw, fix a broken hinge, or even to buy a new pair of glasses.
The reality of the economy is that people are looking for any way possible to save money. I get the mailings and faxes, I know that there are "economy" frames available that you and I can buy for $xxxx. You and I both know you can buy uncut CR-39 bifocals for under $xxxx. WHY NOT find a way to serve these people and take some business away from the on-line discounters?
And, let's be honest with each other for a moment. It takes about 5 minutes to measure someones PD. Less if you use an electronic device. You've got staff trained to measure PD's don't you? Certainly you don't do it yourself. Where is the liability in putting a PD stick on someones nose and reading it (and giving them the CORRECT number)? The answer is that there is no liability.
Turn the interchange into an opportunity for some business. Treat the person as if they are a potential customer. Show them your "economy" line. Tell them that you stand behind your products. Give them the pitch as you measure their PD. And, yes, offer to check out the glasses they get from the on-line discounter. But don't charge them for it, do it for *GASP* free. You have nothing to lose and everything to gain.
For those of you who want to play games, have you fully thought through your actions? If you give them a made up or incorrect PD and the glasses are made to that PD and they are wrong, YOU are liable. You purposely and knowingly provided false medical information to a "patient". You can lose your license for doing that. So why bother? Do it right. Turn the person walking in the door into a customer instead of turning them away and taking the chance that you will never see them again.
I rely on my customer's local opticians and dispensers to provide them with an accurate PD. Remember, the product I sell is unique and generally not available anywhere else. There are many opticians and dispensers who refuse to even consider selling a glass product (even though glass is the only product that can provide certain types of protection to the patient). I strongly encourage my retail customers to develop a relationship with their local optician to provide them the support I cannot. And, yes, I'd honestly rather sell it to you to sell to your patient, but many times you guys/gals simply aren't interested or you are somehow afraid of the "liability of selling glass lenses". It's an opportunity to make a profit that you pass up.
And consider this: Lenscrafters, Pearle Vision, and a host of other "big box store" retailers will measure PD's for free.
Ok, I've gone on long enough and I'm probably now on the sh*t list for at least one or two of you...but I hope that you took the time to read and think about what I've had to say. Enjoy the rest of your day!
Bookmarks