An organized presentation means more sales -- and happier patients.

Opticians enjoy getting to know patients. This is a good thing, but opticians can lose their focus and let the patient control the selling process. This can undercut productivity dramatically.

To maintain a fast, effective selling process that doesn't rush the patient, your optician should divide the selling process into segments and use specific phrases to move from one to the next.

Segment 1: greet, seat and meet

To begin the interaction with the patient, your optician should:

�         Introduce himself. This immediately puts the optician in charge.

�         Ask the patient to be seated, rather than standing at the frame displays. This prevents the patient from browsing (a time-consuming way to explore options). Meanwhile, the patient feels pampered, knowing that it's her turn to be helped.

�         Ask open ended questions about the patient's existing eyewear. This focuses the patient on talking about her optical needs. She may not be able to identify specific needs, but she'll be able to tell you what she likes or dislikes about the glasses she currently wears.

�         Summarize the patient's optical needs. Use the phrase, "I understand that you . . ." This reassures the patient that she's been heard.

�         If appropriate, prioritize. If the patient has multiple needs, ask her to rank them in order of importance.

Segment 2: offer options

Next, your optician should:

�         Say "Let me show you . . . ." This allows the optician to pick the alternatives.

�         Address all the patient's needs immediately. Offer multiple options right away. By the time the patient's purchased one pair, she's decided that's all she needs. (Note: Never show more than three frames at a time.)

�         Go beyond features and benefits. Add the phrase "This means that . . ." and then describe exactly how these features and benefits will address this patient's specific needs.

Segment 3: recommend

Once your optician has shown how these options address the patient's needs, he should say "Therefore, I recommend
. . ." and state his recommendation. (He should avoid discussing pricing until after the patient has made her choices.)

The process in action

Here's how your optician might address a patient who's replacing bifocals:

"I understand, Ms. Patient, that you had to lift your head to read your computer screen with your old glasses. I see you have lined bifocals in your old pair. Lined bifocals only have two powers in them. The part above the line is for distance; the part below the line is for reading fine print. Let me show you a progressive power lens. This lens has no lines and the power gradually changes from distance to reading. This means that you can look through the middle of the lens to read your computer without lifting your chin. Therefore, I recommend a progressive power lens."

Fast and effective

This process takes less than 15 minutes because it's focused, it addresses the patient's needs, and it makes the patient trust the optician's recommendations. It takes practice and discipline, but it can increase multiple sales by 40% and cut the time spent with each patient in half.

The increase in productivity, profitability and satisfied patients is well worth the effort.

Leona Meditz has 25 years' experience in optical operations. She's taught effective selling techniques to opticians nationwide in more than 200 practices. If you have questions or would like to schedule a 1-day training session, please e-mail her at leona@neta.com.