3 steps to script for second-pair sales
Patient needs dictate solutions in the optical
Think about what gets your attention when you shop. Do you spend more money to upgrade to a newer or better product when you recognize its benefits? Your patients need to approach buying eyewear in the same way.
Help them do so by using scripts in the optical. Optical staff can apply the art of offering multiple pairs of eyeglasses to patients. I call the technique “scripting for seconds,” and it involves three steps.
Previously from Lisa Frye, ABOC, FNAO: How to cultivate teamwork in your practice
Step 1: Phone
Successful scripting starts with the first phone contact with the patient.
When scheduling patients, we ask them to bring all of their eyewear to their appointment. For example, your scheduler might say, “The doctor and technicians will want to read the prescription in your sunglasses as well as any reading, distance, or multifocal eyewear that you currently use.”
If the patient on the phone has only one pair of glasses, the thought process begins of why she has only one pair.
Step 2: Exam
The next step in scripting takes place at the beginning of the exam. The patient lists on the intake form a chief complaint, or she may mention to the technician a problem, such as difficulty in seeing distance or near. However, because our busy lives involve many visual challenges, many other needs may require discussion. Solutions can involve more than one prescription.
Patient education on these visual challenges is necessary to reveal the needs as well as the possible solutions. Patients may not understand that what is accepted as normal (such as excess glare) may in fact be correctable.
When all patient needs are addressed, you open the opportunity to script for seconds.