Want to win patients for life? Make their lives easier. Photochromic lenses are one great way to do this, since they make a frame super versatile — helpful for people who travel light, or whose routines have them going inside and out all day. New offerings also make photochromics a more viable choice in situations like driving or riding in a car.
Another key selling point: Photochromic lenses meet your customers’ critical need for UV protection, since they block 100 percent of UVA and UVB rays.
“Make the recommendation,” says Dr. Tory Moore, whose Dumas Vision Center in Dumas, TX, is a finalist for the Transitions Eyecare Practice of the Year. “Many patients want photochromic lenses, even if they don’t say anything in the exam.” Research shows that 70 percent of patients expect their doctor to make a lens recommendation, but only 36 percent said their eye doctor does this effectively.
Of course, Transitions is nearly synonymous with photochromic lenses, but the category includes lenses from other top manufacturers, too. Consider offering several brands to meet a range of patient needs and preferences. — JULIE FANSELOW
This article originally appeared in the February 2015 edition of INVISION.
Smart Ways to Sell More
Photochromic Lenses
Dr. Tory Moore
Dumas Vision Center, Dumas, TX
* Dumas Vision Center was a finalist for the Transitions Eyecare Practice of the Year
➤ Make it fun. In 2014, as part of a goal to raise our share of Transitions lenses above 35 percent, our staff created a game to track our progress. The reward was a trip to Transitions Academy in Orlando if we won, and bonuses for just increasing sales. In the end, we raised our Transitions share to 44 percent.
➤ Create belief in the product. My staff receives two free pairs of glasses each year, and each pair must include Transitions lenses. I want them to be able to share their personal experiences.
➤ Make it no-risk. Whether a patient has had a poor experience with previous photochromic lenses, or has never worn them before, we guarantee that the lenses can be replaced with a clear pair if they are not happy. This 30-day satisfaction guarantee brings their guard down. Your lab usually has a similar policy and will fix the lenses at no charge, so it’s not a risk to your practice, either.
Aaron Vanderhoof
Owner/Optician, Agawam Opticians, Agawam, MA
➤ Photochromics work better than ever. The key is how the lenses return to their clearest state so quickly now, which wasn’t always the case. I like to use a demo lens to allow my customer to see how fast the lenses turn dark and watch as they return to their clear state.
➤ I think its very important to have a demo of as many of the photochromic lenses as possible. Allow your customer to see how well they work and the variety of products that are available today. Most people know Transitions. We use Vision-Ease Life Rx as well. They still have the only polyFT28 photochromic on the market.
➤ We sold more photochromic lenses in 2014 than 2013. Today’s consumer is so educated that many times they have done their homework on all the options available on a pair of glasses — and advertising campaigns help the public learn more about them. But even the most educated consumer isn’t aware how well today’s photochromics work.