The Power of Premium:
How to Sell Expensive Stuff
JOY L. GIBB, ABOC
[email protected]
What are the benefits of
offering premium
products to your patients?
Benefits
Differentiating yourself from the competition
Customer satisfaction
Word of mouth referrals
Expert ECP status
Increased revenue
Your Responsibility
Know your product
◦ Can you answer THE question
Know your customer
◦ Fashion vs Commodity
Know yourself
◦ Do you have internal roadblocks?
TOOLS
Education
Conversation
Commitment
EDUCATION
You have to know what you’re selling
◦ Sales reps
◦ Trade publications
◦ Seminars
◦ Staff meetings
◦ Wear it!
Education
Patient Education
◦ Educating the patient can take time
◦ What types of tools do you use to educate the
patient?
Conversation
How well do you know your patient?
How do you find out what they need/want?
What are some non-verbal clues?
Can your patient tell a story?
Can you show FABs?
◦ Feature: characteristic of the product
◦ Advantage: how it makes the product better
◦ Benefit: how it directly impacts the patient
CONVERSATION
COMMITMENT
Premium products must be offered to every patient
– more than once
◦ Where and how?
◦ Good, Better, Best
Script it and make it your own
COMMITMENT
During the exam
◦ Professional responsibility
◦ Professional opinion
◦ Show and tell
◦ Write it down
COMMITMENT
After the exam
◦ The transfer is important
◦ Where do you start?
◦ Show and tell
◦ What tools do you use?
What’s different about
premium products and what
are their benefits over
standard products?
PREMIUM AR TREATMENTS
Highly technical advanced process
AR vacuum chamber
PREMIUM AR TREATMENTS
Hydrophobic
◦ Hydro = water
Oleophobic
◦ Oleo = oil
Anti-Static
◦ Motion between the cloth and lens creates a static electrical charge
PREMIUM AR TREATMENTS
How do you know it’s a high quality AR treatment?
COLTS testing
◦ Contact Angle
◦ Real Life Simulation
Tumble Test
Scotch Brite
Foam
Wheat
Bran
Sawdust
20/40 Grit O Cob
40/60 Grit O Cob
Sand
Emery
CO LTS L a b o r a t o r i e s
AR CLOTH RUB
CYCLE HUMIDITY OVEN
Desiccator set up for lens test
CO LTS L a b o r a t o r i e s
Oven
CO LTS L a b o r a t o r i e s
CYCLE HUMIDITY OVEN
Delamination
Crosshatch
Adhesion
Test
CO LTS L a b o r a t o r i e s
Conversation
Can you name the FAB’s for Premium
AR?
What’s your line?
PREMIUM PALs
Customized for your patient
Accuracy to 1/100th of a diopter
Better peripheral performance
Conversation
Can you name the FABs for Premium
PALs?
What’s your line?
POLARIZED SUN LENSES
Light waves vibrate in all directions equally
◦ Non-polarized
When non-polarized light waves reflect
◦ Polarized – only one direction
Washes out color, reduces visual detail, and makes
view uncomfortable
◦ Solution – eliminate plane polarized light
POLARIZED SUN LENSES
The optical sandwich
Delamination issues
Suspension method
Ideal placement is between 0.4mm and 0.8mm
Conversation
Can you name the FABs for Polarized Sun
Lenses?
What’s you line?
Computer Lenses
Time spent in front of digital devices:
◦ 33% spend 3-5 hours
◦ 32% spend 6-9 hours
◦ 28% spend 10+ hours
Computer Lenses
Daily device use:
◦
◦
◦
◦
◦
◦
Desktop computer – 58%
Laptop computer – 61%
Tablet or e-reader – 37%
Television – 81%
Video game console – 17%
Smartphone – 62%
Computer Lenses
Focal points are for intermediate objects
Modified lens power to relax the eye
Larger field of vision
Conversation
Can you name the FABs for Computer Specific Lenses?
What’s you line?
Blue Light Reducing AR
Blue light controls circadian rhythm
◦ Influences circadian rhythm
◦ Inhibition of melatonin secretion
◦ Ability to sleep
Blue Light Reducing AR
Reduces contrast, sharpness, and clarity
◦
◦
◦
◦
Shortest wavelengths
Highest energy
Scatter easily
“Visual noise
Blue Light Reducing AR
Reduces eye strain by reducing glare
Selectively absorbs blue light
Improves lifestyle quality
Conversation
Can you name the FABs for Blue Light Reducing AR
Treatments?
What’s you line?
FRAMES
Why are frames so much?
◦ Material
◦ Amount of handwork
◦ Embellishments
◦ Colorization and Finishing processes
◦ Brand or designer label
◦ Distribution method
Conversation
Can you name the FABs of the frames you
carry?
What’s your line?
GROUP EXCERCISE
Develop scripts for the features, advantages,
and benefits of premium products
Make them your own
THE BOTTOM LINE
Regular AR treatment - $100
Premium AR treatment - $175
Potential profit per job - $75
THE BOTTOM LINE
SV Poly Fixed Tint - $160
SV Poly Polaroid - $230
Potential profit per job - $70
THE BOTTOM LINE
Progressive Lenses - $250
Premium Progressive Lenses - $350
Potential profit per job - $100
THE BOTTOM LINE
Just one additional premium product we
discussed per day
$245 x 4 days/week = $980
THE BOTTOM LINE
What about in a year?
$980 x 50 weeks = $49,000
CONCLUSION
Everyone should be offered premium products
People buy benefits
Help them tell a story
THANK YOU
[email protected]