Selling Protection, Not Sunwear

2015 • Content, Staff Education

In a Harris Poll conducted on behalf of The Vision Council, nearly 70% of those surveyed view sunglasses as a fashion accessory.

Tip: The sunwear conversation should be conducted throughout the practice—in the dispensary, in the exam room, and in external communications.

70% of consumers surveyed view sunglasses as a fashion accessory.

So what can you do to correct that? Stress with all patients the importance of sun protection, both plano and Rx.

WHEN. The sunwear conversation needs to take place throughout the practice—in the dispensary, in the exam room, and in external communications. The messaging needs to be consistent everywhere.

MESSAGE. Sunglasses should never be positioned simply as a second pair. The fact that more than a quarter of adults in the U.S. don’t wear them shows the message about the importance of sun protection isn’t getting through.

OPTIONS. So, what products should you be offering? While it depends on the individual patient’s needs, regardless of whether it’s Rx or plano, don’t forget about mirrors and tints as well as matching lens to frame styles. This is where displays and try-on systems can really help.

PLANO. For contact lens wearers and consumers who don’t yet require prescription eyewear, plano protection is still critical. And fashion plusses like mirrors and tints, as well as UV protection are key.

SINGLE VISION. Ask the right questions: Are they heavy computer users? What about handheld devices? Do they participate in a particular sport?

PALs. Match the lens design to both the frame—large or small, flat or wrap—as well as patient lifestyle. Does he or she want fashion, business wear, something for everyday or a particular sport? That will help determine the frames, lens designs, and treatments you recommend.

NEEDS. Stress throughout all touch points that one lens does not meet all visual needs, and that many advanced designs have recently come to market. This isn’t selling. It’s serving patients. If you have properly trained staff at the front and on the phone, that message can begin when the appointment is made,

PROFITABILITY. With 25% of adults not wearing sunglasses—and more than a third of kids—there’s a tremendous opportunity for growth in your practice in both the plano and Rx arenas.

UV PROTECTION. If the average adult wore sunglasses with UV protection just half an hour a day, that would translate to almost 15,000 hours of UV-free vision.

So, how do you discuss sunwear and issues surrounding sun protection in your practice? Please tell us and join the conversation on our Facebook page here.

Reference: thevisioncountil.org