Optometry Consulting: Talk Value, not Price – Sales Tips for EVERY Optometry Practice
If your opticians focus on selling value and solutions, price won’t matter!
Have you ever heard one of your opticians say “there are many types of AR’s and they range from X dollars to X dollars, which would you like to go with?” If you’ve heard this type of interaction before, your staff is in serious need of sales training; because they are substituting price for value. When working with patients, PRICE should be the last thing your opticians talk about or even think about when selling.
Instead, focus on solution-based discussions where building the BEST pair of frames/lenses available is the goal. When your opticians qualify every lens material, coating, or add-on by price and insurance coverage, they are essetially telling you THEY CAN’T SELL unless they can discount! This costs your practice money.
Also Read: Don’t Forget to Sell those Accessory Items
Adding value to a product by explaining it’s benefits, features, and how it will improve the patient’s visual performance is the key to a good sale. Value adds confidence in a purchase, confidence that their needs will be fulfilled by having a specific material, option, or add-on. When your staff talk only about price, they are judging the patient’s ability to buy and fail to provide value in a purchase. So have your staff focus on value-based sales, not price, and watch your sales increase.
Mike Rolih is the President of MIRRO, Inc. a cutting edge consulting firm providing eyecare professionals with training, marketing, and human resource solutions. For more information, you can visit MIRRO at www.mirroinc.com.