Connect with us

Columns

This Fact is Your Most Powerful Eyeglass Sales Advantage

Isn’t eyewear more significant than, say, a mobile phone?

mm

Published

on

WE TAKE CARE of our faces because, whether we’re conscious of it or not, we all understand it’s what another person looks at when they engage with us. Good or bad, it is the way we initially judge someone. You know that saying, “Don’t judge a book by its cover?” Well, your face is the cover. And, for most of us, we want our “cover” to look good.

So, what do we do? Women apply make-up, men shave. Teenagers fight acne (and their parents). Ah, yes … our faces are important. We brush and floss our teeth because we want to keep our mouths healthy and understand our smiles are important. Our noses, well, who among us doesn’t want to keep them clean? Then we get to … our eyes.

Yes, when we first take in someone’s face, we end up concentrating on their eyes. And, for those who need eyewear, this is phenomenal news for you — the eyecare professional. 

And yet, it ain’t always so easy to sell people the eyewear they need and should have despite the fact that their glasses sit on their faces. What the hell are people thinking? Well, obviously, they’re not thinking enough about their faces in this regard. If that’s so, then they’re probably not paying much attention to their eyes or vision either.

Your job is to remind them what’s truly important. And folks, it’s not their wallets.

If money were truly the issue, people wouldn’t spend so much of it on tablets and smartphones. Their eyewear has to be more significant than their phones! Have you ever had a patient balk when discussing their need for AR lenses? Try this: “May I see your phone for a moment? That’s interesting. There’s an AR coating on your phone to reduce glare but you don’t want the same technology sitting on your face, right in front of your eyes?” Then don’t say a word. Wait for their response and take it from there.

Advertisement

You have to think inside-out. You have to use basic logic in helping them understand the value of the best lenses and frames you sell. By the way, logic always goes down a lot smoother with a spoonful of humor. 

“Oh, what’s that you say? You spend the majority of your work day in front a computer, then reading texts on your phone, and then posting on Instagram from your tablet? And then, when you get home, your eyes go back and forth from your phone to your kids making sure they don’t burn down your house? Wow, that’s quite a workout for your eyes and your neck. Tell you what, why don’t we give your neck a break and improve your vision by using the latest technology in lenses? Then we’ll find you some incredibly comfortable and cool looking frames to sit on your extraordinary face.”

You have to make them realize how important their eyewear is. And, to do that, you have to make their eyewear personal. I mean, Holy Henry, it doesn’t get any more personal than what sits on your face, does it? 

Robert Bell is the founder of EyeCoach, a Sales & Marketing Practice. He is one of the most inspirational, innovative and effective speakers/trainers in the eyecare industry. His workshop “Don’t Be Afraid, It’s Only Selling” is highly coveted. Email him at eyecoachworkshops@gmail.com

Advertisement

SPONSORED VIDEO

Promoted Headlines

Want more INVISION? Subscribe to our newsletter.

Comment

Columns

Eff the F Word… Failure

It’s nothing more than feedback to improve.

mm

Published

on

WHEN THINKING ABOUT failure and what it means to fail, it often carries a negative connotation. We associate failure with loss and tend to get down on ourselves for it, especially in our careers and personal life. I’m here to tell you that not only is failure the greatest part of personal growth, but it’s a push to do and be better. Changing your perspective of failure from a negative to positive allows you to go through life, with its curve balls, at peace. Believing that failure is just feedback is an important key to life. Let me explain why.

In a growing field like the optical industry, fear of failure is the ultimate setback for ECPs. When speaking to colleagues about their next goal and what they want to achieve for themselves, I consistently hear something along the lines of, ‘’What can I do to be different… I’m not sure if I can compete with ___. I need to make sure it will work.” Uncertainty plays a big part as well; when you’re unsure of how things are going to play out you have doubt… which leads to fear of failure.

Humans struggle to get comfortable with the unknown. Whether your goal is to open a business, become active on social media, start an organization, design your own eyewear line – fear of failure should be your last thought. It’s just another way of holding you back from pursuing things with your full potential.

As I’ve advanced my career in opticianry, created a platform for myself as a public figure and as an independent eyewear influencer, I’ve run into fear of failure regularly. For those of you currently dealing with fear of failure, here are my top tips for combating it:

Turn failure into constructive criticism. You know that famous quote, “If at first you don’t succeed, try, try again?” Well, it’s true. Turn your failures into life giving you constructive criticism. It allows you to look at your mistakes in full, take notes on how/why it didn’t work out and then reevaluate it and try again.

Be kind to yourself. We are our worst critics. Being kind to yourself is key. When dealing with failure, try not to talk down to yourself. Don’t compare what you’ve done to others and give yourself daily affirmations to keep going. Remember: You are what you think, so always think highly of yourself.

Set attainable goals and never give up. Its OK to dream big, but it must go hand in hand with thinking logically. Try breaking down bigger dreams into smaller goals and celebrate each successful step taken.

Have a reliable support system. When you associate yourself with like-minded individuals, addressing failure with a supportive group of friends or colleagues can put it in perspective. Knowing you’re not alone and having people to offer their insight and opinions can help you to feel more confident when trying again. Also, it’s never a bad idea to bounce your ideas off of others and get different perspectives.

I can’t stress enough the importance of failure in life. The most successful people you can think of have experienced failure and made plenty of mistakes. Failure should never be a reason to give up, but the push you need to keep going and move forward. If everything has been easy for you, that means you’ve only done the bare minimum. Take more chances this year, think bigger, and take the steps necessary to make your dreams happen!

Continue Reading

Danielle Richardson

Stop Trying to be Perfect

It’s just making us sick.

mm

Published

on

PERFECTIONISM IS THE SISTER of failure, and she keeps many of us stuck and unhappy. Perfectionism takes different forms but is generally defined as a personality trait marked by a person’s striving for perfection, creating unreasonably high standards, and engaging in harsh self-critical analysis. This will sound familiar if you’re an overachieving personality type; perfectionism runs deep in many of us.

Thomas Curran Ph.D., a personality psychologist, and physiologist Andrew Hill published a study showing how perfectionism has increased over time. Their study of over 40,000 American, Canadian, and British college students between 1989 and 2016 showed an increase in levels of perfectionism, affecting males and females equally. They correlate this increase with Western society’s “emphasized competitive individualism” that began en masse in the 1980s.

A 2017 World Health Organization report also showed a record number of young people are suffering from serious depression or anxiety disorders. Curran and Hill postulate this rise is not related to a coddled, emotionally weak generation, but “may stem from the excessive standards that they hold for themselves and the harsh self-punishment they routinely engage in.” In short — perfectionism is making us sick.

The links between modern society and perfectionism are inextricable. Living in the digital age, where everyone and everything has become a “brand,” there is an immense amount of pressure to maintain a perfect appearance. As doctors, we are always striving to appear competent, knowledgeable, and like we have it all together. To overcome perfectionism, we have to be willing to release our rigid ideas of how things are “supposed” to be. We can still strive for excellence while extending ourselves grace to not be perfect. Below are two techniques to help you get started.

Make Peace With Failure

Failure is not a dirty 7-letter word, but rather an opportunity to learn and grow. Failure as a learning exercise is being taken seriously at Columbia University’s Teachers College where a center dedicated to studying failure’s educational purpose, the Education for Persistence and Innovation Center, was recently created. Failure is also a fundamental cornerstone of science, for there are many failed attempts for every successful experiment. This should encourage you to know that it’s OK to fail. You miss 100% of the shots you don’t take, so don’t be discouraged — get out and shoot!

Try Self-Compassion

Kristin Neff, Ph.D., one of the world’s leading experts on self-compassion, defines it as being kind and understanding instead of mercilessly judging and criticizing yourself for various inadequacies and/or personal failings. As a yoga teacher, this is a quality I and my students work to cultivate. It may seem counterintuitive, but treating yourself as you would treat a friend in need is a simple way to exercise self-compassion.
You don’t have to be perfect. Embrace the ups-and-downs and be kind to yourself. Your journey will be far more enjoyable!

Continue Reading

John Marvin

All You Have to Do is Try One More Time

Failure only happens if you give up.

mm

Published

on

THOMAS EDISON ONCE SAID, “Our greatest weakness lies in giving up. The most certain way to succeed is always trying just one more time.”

It is completely in our control. All we have to do is try one more time. If that doesn’t work, then try one more time. You create your own new beginning.

We often see failure as final, devastating, humiliating and sometimes even a fatal blow to our dreams. Succumbing to this point of view, or dare I say, belief, is an outward demonstration of weakness. Imagine the NBA without

Michael Jordan. Well there would have not been a Michael Jordan if he had believed that failure was devastating and final. In his own words, MJ said, “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games.

Twenty-six times I’ve been asked to take the game winning shot and missed. I’ve failed over and over again in my life. And that is why I succeed.”

We see the awards, the recognition and notoriety of successful people like Michael Jordan but don’t realize that for every accomplishment recognized, there are hundreds, if not thousands, of instances of failure.

It is the fear of failure that keeps most people from even trying to accomplish or be successful. Wayne Gretzky, the NHL player nicknamed “The Great One” and considered by many to be the greatest professional hockey player of all time, said, “You miss 100 percent of the shots you don’t take.” The fear of missing a shot robs us of the success we can have.

What makes this so important is that success in whatever we pursue is not something that might happen, but with understanding that all we have to do is not give up, we can make success a certainty.

So, what holds us back? This little word “fear”.

Fear of some things is good. It protects us. We don’t text and drive for fear of accidents. We don’t put ourselves in harmful circumstances. I live in southeast Texas. When the national hurricane center warns of an impending storm, many who live along the coast evacuate for higher ground due to fear of a dangerous storm. These are all rational fears.

Then there is emotional fear. Fear of speaking in front of a crowd or fear of being rejected when asking the Homecoming Queen on a date. These are less rational and more emotional.

The fear of failure is an emotional fear. We are afraid that we will be embarrassed if we say we are going to do something and are not successful. We are afraid of what others might think and we’ll suffer a loss of self-esteem. Our insecurities take prominence in our imagined world.

Fear of failure is the behavioral reaction we have when we fill our minds with all of the bad things that will happen if we simply try. It’s paralyzing. We think, nothing ventured nothing lost. When in reality, nothing ventured is nothing gained.

This mindset is deceiving and limits our own potential. We live our lives defensively while others, who take risks, enjoy achievement and success. Sure, some fail, but failure is only a reality when one gives up and quits trying. Barry Bonds, the MLB player with the record for home runs at 762, struck out 1,539 times, more than twice his number of home runs. Bonds knew that each time at the plate was a new beginning and the only way to fail is to stop trying.

Continue Reading

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

Get the most important news and business ideas for eyecare professionals every weekday from INVISION.

Instagram

Most Popular