Opticians love to buy frames and are always looking for what's new. They also tend to sell what they like. But how do you know if what they like is what your patients want?

To find out, ask these questions:

�        Are more than 25% of your optical sales lenses-only?

�        In 1 year, do you sell less than double the number of frames you normally stock?

�        Do less than 33% of your patients purchase glasses from you?

If the answer to any one of these is yes, your frame purchasing protocol needs revamping.

Quiz your buyer

Have your buyer walk you through your existing purchasing protocol. Here's what to ask:

�        Why do we stock this number of frames? The number of frames you stock should be proportionate to your client base and allow for a minimum of two turns per year. For example, if you have 2,500 patients and expect half to purchase glasses from you, you have an optical patient base of 1,250 patients. So, if you stock 625 frames and every patient buys a frame, you'll sell double your inventory. (Actually, four turns per year is considered ideal. However, most practices must show a minimum of 400 frames to offer a balanced selection.)

�        Are we showing every frame we have in the dispensary? With today's overnight delivery systems, there's no reason to keep extra frames in a drawer. Look for stashes of frames, including broken frames or frames with parts missing.
Many opticians cannibalize a frame to repair one brought in by a patient and leave the remains in a drawer to use for parts in the future. However, a broken frame should be returned immediately for credit. If it sits in a drawer the warranty is likely to expire, costing your practice an average of $45 per pair.

�        Pick a frame off the board and ask the optician, "What's special about this frame?" Patients often complain that frames all look alike. To help them understand product differences, your optician must know what's special about each frame and be able to match it to the patient who will value those differences.
Your optician should be able to point out at least five characteristics of each frame, from three or more of the following categories, which I call "the Five F's:"

�        Fit. What features help this frame fit better? The optician should be able to tell you that keyhole bridges fit people with narrow, high nose bridges because the frame doesn't fit flat on the top of the nose, or that a temple placed high on the frame helps eliminate slipping for those with high ear placement. (Kudos to the optician who knows this is because the temple is placed in a parallel position, not a 45� angle.)

�        Fabric. What material is the frame made of, and how does this add value for the customer? If the frame is metal, does it have any coatings to help prevent corrosion?

�        Finish. How does the trim help to sell the frame? Is it durable?

�        Fashion. What clothing brands would a customer choosing this style wear? Which stores would use this frame on a mannequin? Is the frame part of a particular fashion trend? What face shape does this frame balance? Will the color blend into the face so the frame seems to disappear or will it add color?

�        Function. Does the frame have special features to make it perform better, such as spring hinges?

Your optician should be able to categorize features in terms of the type of person he had in mind when he ordered each frame.

Knowledge pays

Most opticians haven't been trained to purchase product, so it's important to determine your optician's purchasing skill level. If necessary, provide training. (E-mail me for suggestions.)

The payoff in increased frames sales will be more than worth the trouble.

Leona Meditz will be a faculty member at Ophthalmology Management's Dispensing Ophthalmology Conference this month in Phoenix, Ariz. If you have questions regarding this article please e-mail her at leona@neta.com.