3 steps to script for second-pair sales
Patient needs dictate solutions in the optical
The best way to develop the idea of multiple pairs is to tell the patient up front that you would love the opportunity to educate him on the latest products. Product examples might include sun protection, the latest computer specialized eyewear, or products that make a digital quality difference in performance.
Let’s say that you have task-specific solutions for a need you heard mentioned. Simply opening the dialogue assumes the need for multiple pairs, which creates a culture for seconds. Try this with every patient every time. You may be surprised at how many patients you can make happy by solving their needs with additional pairs of eyewear.
Some patients respond to the analogy that he likely has more than one pair of shoes and different shoes for different needs. I like to say we get only one set of eyes. We should take care of our eyes, protect them outdoors, and help them visually relax instead of strain.
Put emphasis on safety as well as functionality. If your patient spends many hours a day on the computer, recommend that she shield her eyes with specific computer lenses with blue-light protection. If you have patients who golf, suggest eyewear for safety, provide the perfect tint in sunglasses for viewing the ball on the green, and by all means recommend golf-specific progressive lenses so they can read the scorecard but not interfere with their swing.
Meeting patients’ needs may lead to their purchasing additional visual correction. Let’s not forget we have an option to create a “want” as well. Fashion and fun are synonymous with eyewear trends. The more appealing your dispensary and frames, the more likely patients will be drawn to the colors and styles, and they will want that special pair.
Always discuss benefits before price. One way to make multiple solutions affordable and appealing is to offer a savings for volume purchases. You may want to consider offering a second or multiple pair coupon savings or discounts.
Learn what works
Think back on times you were motivated to offer multiple pairs. Remember that the patient is the primary focus; we want to satisfy their every need. Think of the needs you uncover, find solutions, and demonstrate with multiple-pair solutions. Script for seconds by practicing, practicing, practicing until more than one is the norm.