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    Why you should offer children’s eyewear

    Follow the numbers and these tips on finding younger patients


    Selling to Mom

    Before you can sell children’s eyewear, you’re going to have to get the child into the office be making the parents aware of the necessity of a comprehensive eye exam. Often, parents say that a child never complains, the child too young to have vision problems, or that the child passed the school screening.

    Parents are often going to be the first ones to pick up on small changes that signal that a child can’t see well. And if a child can’t see well, he will almost certainly have trouble with learning.

    “Who cries more over the first pair of glasses—the kid or Mom? Mom,” says Mattison-Shupnick.

    The first step is to put the sale in context for the child’s mother (or father, grandparent, or caretaker). Find out what is most important to the parents and frame the discussion around it. Do they want the best value? Are they concerned about durability? What about the child’s performance in school? Are they concerned about UV protection? Does their child spend a lot of time on digital devices?

    When selling the glasses to the parent, emphasize the value of the product you’re offering. Kids are rough on everything, including glasses, and Mom will want to know that she’s getting the best for her kids.

    Related: How your optical can save your practice after ICD-10 implementation

    That means:

    • Offering a warranty

    • Durable, adjustable frames in hypoallergenic materials

    • Lenses in polycarbonate

    • Scratch resistance, AR-coating, photochromic—the works

    • Frame brands, colors, and comfortable frames that kids will want to wear

    Mattison-Shupnick says more and more frame companies are launching children’s eyewear lines. Increasingly, this area of the market is seeing more adult-like frame styles because kids want more stylish options.

    “Kids are influenced by the media. Kids want the same brands that their parents want,” he says.

    Next: Finding parents (and kids)

    Colleen E. McCarthy
    Colleen McCarthy is a freelance writer based in the Cleveland area and a former editor of Optometry Times. She is a 2010 graduate of the ...


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