Selling More Sunglasses: How To Capitalize On This Lucrative Segment of Your Business
Sunglasses are a huge opportunity and should be at least 20% of your sales. Are you making the most of this opportunity?
My best advice for selling more sunglasses is to educate everyone - and by everyone, I mean everyone!
Recently, I was coaching sales skills when the doctor I was coaching escorted the patient out after the exam. The doctor did a beautiful job of educating the dispenser on the patient’s needs in terms of progressive lenses. She then said she was going to try to clean up the patient’s sunglasses and would be right back.
From a quick look at the sunglasses, I could tell they were an inexpensive pair. Unable to help myself, I asked the patient what kind of activities she likes to do outdoors. She informed me that she was going kayaking after this appointment, and also loves to hike and garden. It was a fantastic opportunity to educate her on the difference between a quality sunglass and an inexpensive sunglass. By the time the OD came out from the lab, the patient was being measured for a pair of high-end Rx sunglasses, and with her permission, we tossed her old sunglasses in the garbage.
The majority of staff in this industry cannot articulate why consumers should buy good quality sunglasses. If you know me, you will know I am on a mission to educate everyone, every chance I get.
First and foremost, let consumers know that their prescription can be made into sunglasses, as more are unaware of this. Second, educate customers on the differences between inexpensive and quality sunglasses (see below).
Once the patient understands the value of a prescription sunglass, we can customize even further.
Sunglasses can be very task-specific, especially when it comes to lens colour. The following are the advantages of some specific lens colours:
BROWN: Improves colour definition. Great for driving in foggy or hazy conditions.
GREY: Provides the most darkness.
GREEN: Provides colour definition and contrast. Great for golf, biking and baseball.
Find out more about your customers’ lifestyle and activities, and steer them towards the sunglasses and lenses that will improve enjoyment, performance and protection. If you do it right, they will thank you!
The Benefits of Quality
Educate your customers on the following differences between quality and inexpensive sunglasses:
Quality Sunglasses:
UV protection is absorbed into the lens and cannot wear off.
The lens has an optical ground centre, providing clear vision and making it easy to focus.
Frame materials can be adjusted and made to fit properly.
Inexpensive Sunglasses:
UV protection is sprayed onto the front of the lens. This can rub off with cleaning or wear off over time.
The lens is cut out of plastic, making it difficult to focus and straining the eyes (like looking through a plastic cup).
Frame materials are difficult to adjust if they can be adjusted at all.
I don’t know many things for sure, but this I do know: Once someone buys a pair of prescription sunglasses, they will never go back. It is worth making the effort.
Here are some more ideas to help sell more sunglasses:
Educate your staff.
Explain how UV contributes to age-related macular degeneration and cataracts.
Carry the appropriate level of inventory in both fashion and sport sunglasses.
When booking the appointment, ask patients to bring in their current sunglasses.
Always ask, “What are you using to protect your eyes from harmful UV rays?”
Offer a second-pair discount to encourage customers to buy sunglasses as well as non-sunglasses.
When selling sunglasses as a second pair, start by helping the client choose their sunglasses, then move on to the primary pair.
Offer a discount on Plano sunglasses with the purchase of contact lenses.
Get clients to try on sunglasses. Once they see them on their face, they are more likely to purchase, as sunglasses are a lot about how they make us feel.
Stock sunglasses for kids - 80% of sun damage happens before the age of 18.
Ask open-ended questions, and then recommend the proper sun-wear.
The most important selling point for sunglasses: Squinting causes wrinkles.
In the opening, I mentioned that sunglasses should comprise at least 20% of your sales. This is a good start, but let’s face it - 100% of people go outside, so why not aim to sell every client a pair of quality sunglasses?
Nancy Dewald is a business development professional, workshop facilitator and optical industry veteran who founded and is CEO of Lead Up Training & Consulting, a company specializing in identifying business gaps, implementing solutions and developing leaders.
Article as seen in Optical Prism