Page 134 - The Indian Optician Digital Edition Jan-Feb 2020

all of it may lead to a talk about THE FUNDAMENTAL
monthly/annual purchases BEHIND ANY SALE IS
according to the requirement.
SIMPLE - THE VALUE IT
EXPAND KNOWLEDGE AND ADDS TO THE LIFE OF
SKILL SET THE CONSUMER

Before broaching the topic of Communication is the cornerstone
sale-and-purchase of contact lenses, of every successful business and
every practitioner must focus on the the best way to retain customers is
education of contact lenses, and all via healthy, honest and passionate
that the subject entails. A practitioner discussions about what the retailer,
may run a medical or private practice, as well as the product, can provide.
even a commercial one, but they must
regularly upgrade their knowledge on FOCUS ON AUTHENTICITY
vision care, and gain a comprehensive The fundamental behind any sale
this hurdle and adjust the attempt, to understanding of topics like myopia is simple - the value it adds to the
turn it control, scleral lenses and practice life of the consumer. Keeping that in
into a fruitful endeavour. metrics etc. It is also important to have mind, share all that the contact lenses
ASK THE RIGHT QUESTIONS one’s staff understand these complex bring to the table, especially the
topics as well, particularly recognise latest offers and the individual deals
Before one begins to ramble on the FAQs that many customers are that the store can extend. Focus on
about everything that they know often concerned about. the highlights than the overload of
on the topic of contact lenses, how information that is often bombarded
about starting with questions about COMMUNICATION on patients. Once the optometrist is
the subject. One may begin by CONQUERS ALL clear about the basic concepts, they
asking earnest questions regarding One thing all patients seek, may very well deliver the highlights in
the respective patient’s current without a doubt, is communication. a way that a layman understands. This
understanding of contact lenses, and A dedicated effort to have a real creates a winning pitch that makes
any other queries or even reservations interaction can convince the the consumer understand why they
that they may have about the topic. toughest of customers and ensure absolutely must spend on this; deliver
This shall help in navigating one’s that the sale goes through. Talking the idea with the human touch of
strategy to get through to the patient about real statistics and extending patience and warmth.
and help them receive a 360-degree service-oriented promises, that
introduction to contact lenses. It is one can live up to, are also the With time, it is being noticed that
integral to cover talking points like icing on the cake for a real sale. the more simplistically a strategy is
the history of the patient regarding delivered (with solid, fundamental
contact lenses, what kind of lenses elements), the consumers believe
they are looking for etc. and happily spend on a product
and/or service. In the competitive
Instead of immediately optical space that most retailers are
transferring a heavy supply of challenged with, let the focus be on
information, it would be effective the consumer agreeing to try out a
to understand some facts about pair of contact lenses (for first-timers)
the patient first. This discussion can or take a long-term package (for
then cover topics like the need for regulars), which would easily suffice
contact lenses, how they improve as a breakthrough in the respective
quality of life (cosmetic use) and cases. Take it step-by-step and see the
facilitate a positive change. Finally, sales of contact lenses soaring.

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