Page 99 - The Indian Optician Digital Edition November-December 2021

they are forthcoming, a couple of pairs can be
Those who do a lot of close-up work all day
or those whose job it is to drive all day will need
a specific pair while on the job, and another
for other times. Progressive lenses or other
special ones are not for all patients. Therefore
it is imperative to know about the patient’s
particular activities and the nature of their job.
This is what will give the patients exactly what
is most suitable for them. At the same time
it builds trust between the customer and the
optometrist and retail outlet.
HELPFUL SUGGESTIONS TO BOOST
SALES
Opticians most often do a minor free
adjustment or repair within the store. While it is
being done and the customer is waiting, this is
a good time for attending staff to be trained to
ask about their sunglasses, whether they have a
pair or not, or perhaps would like new ones.
During the course of such a friendly
interaction with the customer a perceptive
salesperson can gauge whether they are
rushed or have time for a longer chat. If it’s the
latter, then it gives the salesperson the perfect
opening to suggest specific sunglasses, and the
features and benefits they would be prefer in
terms of styles, shapes, ultraviolet protection, for
driving or outdoor sports and events, etc. Once
taken out of the display case that matches their
particular needs. It could be suggested that
they may like to try them on and take a look in
the mirror. This would be a good time to point
out how the sunglasses they are looking at or
trying on match their specific requirements.
Sharing information about the style and the
benefits of that particular pair may encourage
them to make a purchase.
It’s also a good idea to talk about their colour
preferences and the different colour options
available in that particular style, including
the colour choices of the lenses. A few more
alternative pairs could be taken out, luxury
sunglasses this time. Interesting snippets
about the celebrities who endorse them, stars
from the entertainment or sports fields who
have been seen wearing them, or popular
films where actors have been donning them
could also arouse their interest. Any visuals that
show such celebrities or brand ambassadors
sporting them could also encourage a purchase.
Attention can be drawn to the special benefits
of those particular sunglasses, the unique
features and the superior value they offer,
whether it’s the craftsmanship, the supreme
comfort, their lightweight, high quality materials
and extra-protective lenses.
BUILDING A LONG-TERM RELATIONSHIP
All the staff should be trained to engage
with customers and share relevant information
about the frames, lenses and meeting their
specific requirements. They should also be
trained to recommend the frames that suit
the individual’s facial features. This professional
holistic approach of taking into account the
person’s lifestyle and individual needs makes for
their getting the best possible eyewear, whether
prescription lenses or sunglasses, and speaks of
superior service and sound customer relations.
Appropriate and timely exchanges
with customers can do wonders to build a
relationship of trust. This is turn is very likely to
lead to repeat visits, as well as invaluable word-
of-mouth recommendations about the product,
the buying experience and the outlet to family
and friends.
95 | RETAIL TALK