Hot Topics!
Mark Hinton / www.eYeFacilitate.com / [email protected]
Innovate and Adapt to Thrive!
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Proactive / Preemptive
With VisionSavingsPlans
Simply make it ALL sound WONDERFUL!
“John, you have one of the best vision savings
plans and I’ll help you maximize your benefits!”
Hot Topics!
Vision Savings Plan?
Make it sound wonderful!... For them, it is!
“John, yours is one of the better vision
plans because it doesn’t restrict or limit
your choices like most plans do! Yours
even contributes benefits for your
sunglasses, too! I’ll maximize your savings
for your best advantage; now, I’ll ask you
some questions so I don’t miss anything
that may be important for you…”
The Wall of Pushback!
Don’t Answer Questions
That Haven’t Been Asked!
“Do you still want to keep...?”
“Did you want to get the...?”
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
You Don’t Convince Them…
They Convince Themselves!
Hot Topics!
Your Other Patient’s Opinions Matter
A LOT to your patient in the chair, now!
“I bought it because they all bought it and really liked it a lot!!!”
The “Bandwagon” Effect!
“Bob, our other patients have found..! ‘Make sense?”
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Words!
Hot Topics!
•
•
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•
•
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Words Help Them Buy or Not Buy!
Avoid ‘Money’ Words & Phrases:
“You get up to…
“It’s Premium…
“You’re getting the best…”
“Your allowance…
“Your ‘Outta-Pocket’…”
“With the Add-ons…
“After your insurance your outta-pocket is…
“It Covers…“It’s an Upgrade.. “Your Overage..
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Educate? …. How much?
Recommend? …. Never!
Tech Speak? …. Confusing!
< 10%!
6% - 8%...
is ALL the can remember!
Keep it simple and direct!
Hot Topics!
“Not Our Policy”
What
Can You Do?
Hot Topics!
How much do I get toward a frame?
“You aren’t restricted!” … “Wow!
People Buy With their
EMOTION & Justify
With Logic!
Make it Logical & Emotional!
Hot Topics!
Prescribe it! Fill it!
Protect it! Preserve it!
”Keep it Simple! I don’t like confusion or add-ons!”
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
“Can I get a copy of my prescription…
and my PD, too?”
A Smile, Seeds of Doubt, AND… a Service Agreement!
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Educate With WHY!
People “Buy” with their Emotional Brain!
Tell ‘em Why other patients choose to improve
their odds & reduce their RISK!
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
People “Buy” with their Emotional Brain!
1/3 of All Highway Accidents? ... Blinding Glare!
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
The Other Clear lens?
“UN-Bleached” Photoreceptors!
“Bleached” Photoreceptors!
After Photopsin
Rhodopsin depletion>
When Should You Prescribe Transitions?
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Redirect away from why they won’t work…
… to why people love them!
“No, because they won’t
change behind the windshield…!”
“John, the reason people wouldn’t be without these
lenses is because {Benefit, Benefit, Benefit! )
Would you like those advantages, too!”
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Tangible Takeaway!
After they leave, they forget… Give
them something to remember!
Hot Topics!
The Wrongulator!
“Kathy, as I shared with you when we started together, your Vision
Plan is one of the best available and you saved more than you’ll
contribute today!” >
“I’ll maximize your “Vision Plan” Benefits and
Calculate YOUR Savings Now!” >
Reduce Buyers Remorse!
Focus On Their SAVINGS!
“You SAVED $404.00”
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Features / Benefits
“The reason other people love this
is because…!”
Hot Topics!
Close!
“Would you like those advantages, also?”
“Does that make sense, too?” … “Any
questions come to mind?” {You may consider
adding the previously underlined question for some
people whom you feel may be skeptical!}
“Does that make sense for you, too?”
Hot Topics!
Your Brand Story!
Hot Topics!
Stop action and explain in the exam that
you have finished the eye health exam
and now you’ll begin the contact lens
corneal health exam and evaluation!
CL Evaluation Fees!
Hot Topics!
On Time or Late?
Help
Them...
…Be
On-Time!
They’re more likely to keep their agreement when you lead them to
“YES!”
“Kathy, if for any reason you need to reschedule, will you call me right
here at the office at least 48 hours in advance?
Hot Topics!
Pre-Test:
3 Questions!
1. Are you wearing your most current prescription in your
glasses you’re wearing today?
2. Are you wearing your most current prescription in your
sunglasses you’re wearing today?
3. Do you enjoy the benefit & comfort of a pair of reading,
TV, desktop, or computer eyeglasses?
Why Hold Meetings?
How are you gonna get it done?
Hot Topics!
Staff/Team
How you feel about who you are
when you’re doing what you do
makes a difference in how you act!
Hot Topics!
How Does The Expert
Become The Expert?
Practice!
“Do or do not... there is no try!”
Try is a placeholder for inaction!
Huddle Each Day!
Meet Each Week!
Make the new habit the old habit!
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
We Like to SAVE!
We Like a DEAL!
Tell ‘em what they saved!
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
The Subtractor!
“I’ll maximize your “Vision Savings Plan” benefits
and calculate your savings now!” >
Reduce Buyers Remorse!
Focus On Their SAVINGS!
“You SAVED $404.00”
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution
Practice Handing Them Off!
Hot Topics!
Fill The Book!
Who else in the family needs an
exam, too? or may be eligible?
Hot Topics!
Bad Messaging & Signage!
Hot Topics!
Kathy, in a month or 2 come on back
and let me style you in an awesome
red pair, too! Our ladies who have red
frames love them… It’s like the
perfect little black dress, only better!
Hot Topics!
What Else?
Be Passionate! They’ll Notice!
Hot Topics!
eYeFacilitate…
Thank You Prima!
• Designed For you and Your Team!
• Practice and Refine Every Week!
Game on!
Practice!
Mark Hinton
[email protected]
www.eyefacilitate.com
828-215-5510
© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution