The Power of Premium: How to Sell Expensive Stuff Joy L. Gibb, ABOC eyesofjoy@yahoo.com

What are the benefits of offering premium products to your patients?

Benefits Differentiating yourself from the competition Customer satisfaction Word of mouth referrals Expert ECP status Increased revenue

Your Responsibility Know your product Know your customer Know yourself Can you answer THE question Know your customer Fashion vs Commodity Know yourself Do you have internal roadblocks?

TOOLS Education Conversation Commitment

EDUCATION You have to know what you’re selling Sales reps Trade publications Seminars Staff meetings Wear it!

Education Patient Education Educating the patient can take time What types of tools do you use to educate the patient?

Conversation How well do you know your patient? How do you find out what they need/want? What are some non-verbal clues?

CONVERSATION Can your patient tell a story? Can you show FABs? Feature: characteristic of the product Advantage: how it makes the product better Benefit: how it directly impacts the patient CONVERSATION

COMMITMENT Premium products must be offered to every patient – more than once Where and how? Good, Better, Best Script it and make it your own

COMMITMENT During the exam Professional responsibility Professional opinion Show and tell Write it down

COMMITMENT After the exam The transfer is important Where do you start? Show and tell What tools do you use?

What’s different about premium products and what are their benefits over standard products?

PREMIUM AR TREATMENTS Highly technical advanced process AR vacuum chamber

PREMIUM AR TREATMENTS Hydrophobic Oleophobic Anti-Static Hydro = water Oleo = oil Anti-Static Motion between the cloth and lens creates a static electrical charge

PREMIUM AR TREATMENTS How do you know it’s a high quality AR treatment? COLTS testing Contact Angle Real Life Simulation

Tumble Test Scotch Brite Foam Wheat Bran Sawdust 40/60 Grit O Cob Sand Emery

AR CLOTH RUB

CYCLE HUMIDITY OVEN Desiccator set up for lens test Oven

CYCLE HUMIDITY OVEN Delamination Crosshatch Adhesion Test

Conversation Can you name the FAB’s for Premium AR? What’s your line?

PREMIUM PALs Customized for your patient Accuracy to 1/100th of a diopter Better peripheral performance

Conversation Can you name the FABs for Premium PALs? What’s your line?

POLARIZED SUN LENSES Light waves vibrate in all directions equally Non-polarized When non-polarized light waves reflect Polarized – only one direction Washes out color, reduces visual detail, and makes view uncomfortable Solution – eliminate plane polarized light

POLARIZED SUN LENSES The optical sandwich Delamination issues Suspension method Ideal placement is between 0.4mm and 0.8mm

Conversation Can you name the FABs for Polarized Sun Lenses? What’s you line?

Computer Lenses Time spent in front of digital devices: 33% spend 3-5 hours 32% spend 6-9 hours 28% spend 10+ hours

Computer Lenses Daily device use: Desktop computer – 58% Laptop computer – 61% Tablet or e-reader – 37% Television – 81% Video game console – 17% Smartphone – 62%

Computer Lenses Focal points are for intermediate objects Modified lens power to relax the eye Larger field of vision

Conversation Can you name the FABs for Computer Specific Lenses? What’s you line?

Blue Light Reducing AR Blue light controls circadian rhythm Influences circadian rhythm Inhibition of melatonin secretion Ability to sleep

Blue Light Reducing AR Reduces contrast, sharpness, and clarity Shortest wavelengths Highest energy Scatter easily “Visual noise

Blue Light Reducing AR Reduces eye strain by reducing glare Selectively absorbs blue light Improves lifestyle quality

Conversation Can you name the FABs for Blue Light Reducing AR Treatments? What’s you line?

FRAMES Why are frames so much? Material Amount of handwork Embellishments Colorization and Finishing processes Brand or designer label Distribution method

Conversation Can you name the FABs of the frames you carry? What’s your line?

GROUP EXCERCISE Develop scripts for the features, advantages, and benefits of premium products Make them your own

THE BOTTOM LINE Regular AR treatment - $100 Premium AR treatment - $175 Potential profit per job - $75

THE BOTTOM LINE SV Poly Fixed Tint - $160 SV Poly Polaroid - $230 Potential profit per job - $70

THE BOTTOM LINE Progressive Lenses - $250 Premium Progressive Lenses - $350 Potential profit per job - $100

THE BOTTOM LINE Just one additional premium product we discussed per day $245 x 4 days/week = $980

THE BOTTOM LINE What about in a year? $980 x 50 weeks = $49,000

CONCLUSION Everyone should be offered premium products People buy benefits Help them tell a story

THANK YOU eyesofjoy@yahoo.com