For many years now we have been trying to increase the sales of multiple pairs at the ECP level.
Has it been working?
Is this how the ECP’s and their staff view what we are trying to do?
We have talked to them about how to label the additional pairs>
We have given them a Mission Statement to use to justify what they are trying to accomplish. And they all agree, it is something they need to do! So why are multiple pair sales still low?
We make an assumption that they need more than one pair to solve all of their visual needs, but fail to justify and sell them on the concept.
One area we may have failed to help them understand is the area of disease prevention.
Let’s examine some of the facts… Highlight the bullet points
We know that many of this disorders are due to UV light and are cumulative over one’s lifetime.
Everyone needs protection from the damaging effects of UV light, some may be at higher risk than others. Highlight the bullet points
First, lets look at why Children, those under 18 years of age, need UV protection.
The crystalline lens in the child’s eye is perfectly clear. This allows more of the UV light to be transmitted into their eyes.
Children spend more time outdoors. Combine this with the previous fact that more UV light is transmitted into their eyes, and we can see that the majority of the cumulative effects occur early in life.
And as we have said before, the damaging effects are cumulative.
There is evidence of this in numerous studies. Highlight the bullet point
But much of the more recent research is showing us that is not just the UV light that is the problem.
The more recent research is showing us that the High Energy Visible (HEV) light may be even more dangerous than UV. Sunlight is composed of over 300 different wavelengths in the visible spectrum and ranges from 380 to 700 nm. These are the wavelengths that are needed for vision to occur. HEV is the band from 380 to 500 nm. The higher the energy, the higher the risk of tissue damage. The absorption of HEV light effects the retina, is cumulative, and the damage occurs later in life, most often in the form of Macular Degeneration.
New products are available to provide the additional protection needed to maintain a healthy eye. Highlight the bullet points
So what is the ECP doing? Are they dispensing or are they selling?
Let’s remember what the mission is, to educate and inform… Instead of letting the economics drive the vision solution, lets let the best vision solution drive the economic discussion!
90% of our industry is managed care driven. We all hate it, but the reality is it is here to stay! So get over it and learn to deal with it! The first step is to learn how to present it. It is not the limits to which your managed care patient need to stay in! Don’t tell the patient that their plan just covers this or that, but turn it around and use it in a positive way…
It is an advance or down payment towards what they really want and need, a total vision solution designed to restore, enhance and maintain their vision! Don’t forget our mission!
If you just give the patient what is covered by their insurance, you are not giving them a Healthy Eye Care Solution! The insurance is just the down payment!
Stress the healthy eye care solution and let it drive the economic discussion!
Do not let the patient compromise their eye health by letting the economics of managed care drive the discussion. The goal is now a Healthy Eye Care Solution.!
It starts at the beginning! When the patient calls to make their appointment for an eye exam, instruct them to bring their sunwear with them on the day of the exam. We already know that over 80% do not have sunwear! Don’t apologize for them! When they say they don’t have sunwear, make a note of that. If asked why they need sunwear, explain briefly and tell them that the doctor and staff will discuss it in more detail on the day of the exam.
When they arrive for their exam, make sure they fill out a Lifestyle questionnaire. You may get some resistance, but reassure them that the doctor needs the information to make sure nothing is overlooked during the exam. And most important, make sure the doctor and support staff read it and reference it while assisting the patient.
A recent study showed that most are still not aware of the damaging effects of sunlight to their eyes. 82% knew that sunlight exposure may cause damage to their skin and cause skin cancer, but only 9% knew it could also be harmful to their eyes.
Another study shows us that ECP’s are among the most trusted professional. Your patients will respect and follow your advise. Practice saying, “For you I recommend…”
The transition from the exam room to the dispensary is very important. The patient and the staff must feel comfortable with the hand off. Highlight the bullet points
This may sound like a silly question, but let’s look at some facts.
A recent Jobson Publishing study showed that while the independent ECP performed over 65% of the refractions, they sold less than 44% of the lens pairs! But look at the other retailers! We know, many are not making it to the dispensary.
Let’s look at how to present the Healthy Eye Care Solution.
Highlight the bullet points
Most eyewear consumers do not understand the different options that are available to them. Glaucoma is s perfect example. Another study also showed that most are unaware of ARMD unless they know of someone who has it.
The best way to present the healthy eye care solution is by first bundling a package and presenting the best first.
Let’s look at what influences an eyewear consumer when purchasing lenses and lens options. Highlight the slide
As you can see, the vast majority is based on the recommendations of the ECP!
The numbers are changing, but most only get to the ECP once every 2 to 3 years.
Always start at the top, with the best solution, and handle the objections from that point. It is much easier to remove and lower the cost than it is to add on and increase the cost. They may not end up buying the best, but it will be easier to get them to buy a “better” package. Highlight the slide
Prejudging and making assumptions is still one of the biggest obstacles that needs to be overcome.
Here are some more interesting statistics. Highlight the slide
The best approach, start at the top and offer the patient the best solution. If they object, offer the next best solution. Continue until you find the patients comfort level.
The ECP needs to take an honest look at some of the stumbling blocks. Highlight the bullet points
Don’t send the patient into sticker shock! Present a total eyecare solution that consists of all of the pairs they need to solve their problems and to provide the protection that they need! Remember, use top down selling. When you receive price objections, take items off but explain the lost benefit. Highlight the slide
We all buy on perceived VALUE. That does not mean the lowest price! The best value is the most benefits for the price. The Chevy Aveo is a perfect example. Heard of it? See many on the road? Low price, but is outsold by Hummers at ten times the price. Recently, high gas prices are changing this perception.
Why? It is not perceived as a good value. Imagine the energy required to open a window with a crank instead of a simple push of a button. If I want to exercise, I will go to a gym!
We need to stress the value, not the price. Highlight the slide
It is essential that we understand the differences between Features and Benefits. And even more important, understand that consumers buy benefits, not features.
Features are the attributes of the product. They answer the question “What is it?” Features have advantages and answer the question “What does it do?” But the consumer wants to know “What is in it for me?” or “so what?” Examples of benefits are saves time, saves money, protects your health/vision, comfort, looks better, see better and peace of mind.
Highlight the bullet points
Highlight the bullet points
And finally what does the ECP need to do? Highlight the bullet points
Highlight the slide
The Healthy Eye Care Solution
The Healthy Eye Care Solution A Conversation for Multiple Pair Sales Michael Karlsrud The Karlsrud Company
Sportswear Dresswear Safety Eyewear Sunwear Computer Eyewear Occupational Recreational Eyewear Back Up pair
As Eyecare Professionals it is our responsibility to inform educate advise our patients of all that restores maintains or enhances their vision . Our Mission Our stated mission cannot be accomplished with single pair sales.
“ When someone needs eyewear- the assumption must be that more than one pair will be required to accomplish the vision solution.” -Michael DiSanto
Preventing Disease In Addition To Typical Active and Reactive Treatment
The Price We Pay <ul><li>20.5 million Americans have cataracts </li></ul><ul><li>20 million Americans have macular degeneration </li></ul><ul><li>Annual cost of visual health disabilities in the USA is $68 billion </li></ul><ul><li>Source: National Eye Institute, US National Institute of Health. </li></ul>
Pterygium Keratitis Lid Cancer Cataract Macular Degeneration Cumulative Effects of Sun Radiation
<ul><li>Everyone , but especially: </li></ul><ul><ul><li>Children </li></ul></ul><ul><ul><li>Cataract Patients </li></ul></ul><ul><ul><li>Contact Lens Wearers </li></ul></ul><ul><ul><li>Anyone prone to a tan or sunburn! </li></ul></ul>“ you can’t burn your retina sitting on the couch!” - Mark Hinton Who Needs Protection?
Why do Children especially need sun protection?
1) 70% more HEV &UV transmits to a child’s retina Source: Sidney Lerman, M.D. Clinical Light Damage to the Eye FACTS
2) Approx 80% of lifetime outdoor sun exposure occurs in the first 20 years of life Source: Skin Cancer Foundation FACTS
3) Sun damage to the eye is cumulative Source: Environmental Protection Agency SunWise program FACTS
4) 81% of children aged 12 to 15 in an Australian study showed evidence of solar-related eye disease Source: Minas Coroneo, M.D. American Journal of Ophthalmology FACTS
Research is pointing to the conclusion that 100% UV Protection is Not Enough
New Product Available <ul><li>Polycarbonate </li></ul><ul><ul><li>100% UV Absorption </li></ul></ul><ul><li>HEV Blocking Properties </li></ul><ul><ul><li>Blocks Harmful Blue Light </li></ul></ul><ul><li>Polarized </li></ul><ul><ul><li>Manages Glare for ideal comfort </li></ul></ul>
Custom formulated with a higher concentration of the anti-inflammatory Omega-3 EPA to provide a natural way to control Inflammation on the Ocular Surface and manage DES, OSD, Post Lasik Dry Eye Custom formulated with a higher concentration of the anti-inflammatory Omega-3 EPA to provide a natural way to control Inflammation on the Ocular Surface and manage DES, OSD, Post Lasik Dry Eye
Remember Our Mission?- to Educate and Inform …. It’s wise not to let the economics drive the vision solution. Rather, let the best vision solution drive the economic discussion .
Managed Care & Pricing The key to success with managed care is NOT to present it for what it is not: the beginning and end of what the patient ‘can get’ … but rather to present it for what it is:
… an advance towards what the patient really wants: A VISION SOLUTION ‘BY DESIGN’
Insurance today is not the Healthy Eye Care Solution. It’s the down payment .
Healthy Eye Care Solution Drives the Economic Discussion
The Economic Discussion Cannot Drive Healthy Eye Care Solution
How Do We Drive the Conversation for A Healthy Eye? <ul><li>Starts at the first phone call. </li></ul><ul><ul><li>“ Mr. Smith, please be sure to bring in all of your current eyewear, including your sunglasses.” </li></ul></ul><ul><ul><ul><li>“ No sunglasses at all?” “I’ll make a note for the doctor.” </li></ul></ul></ul><ul><li>Don’t even think about apologizing!!!! </li></ul>
Next Up: Lifestyle Sheet <ul><li>Hand the patient the Lifestyle Sheet and expect the patient to fill it out. </li></ul><ul><ul><li>We do it at every medical appointment we have; MD, DDS, Specialists, & OD. </li></ul></ul><ul><li>The Lifestyle sheet is critical to make sure you do not overlook anything. </li></ul><ul><ul><li>Make sure the doctor gets it , reads it , and references it during the exam. </li></ul></ul>
The Doctor Plays a Role <ul><li>The Healthy Eye Practice is about Prevention & Treatment of the Eye. </li></ul><ul><ul><li>What conversations happen in the exam room about risk reduction and the prevention of diseases? </li></ul></ul>
Facts <ul><li>Your patients already trust you </li></ul><ul><li>Knowing how to match a lens benefit to a wearer’s need is what makes you different from other dispensers </li></ul><ul><li>You know their needs and already have a relationship </li></ul>Whose Advice is Respected the Most? Gallup Poll: 100K Respondents
The “Hand Off” <ul><li>How does the patient get to the dispensary? </li></ul><ul><ul><li>Does the Dr. walk them out? </li></ul></ul><ul><ul><li>Is there a handoff and explanation of the exam and paperwork? </li></ul></ul><ul><ul><li>Is there a Rx for prevention &/or treatment? </li></ul></ul><ul><ul><li>Is there an introduction and statement of expectation? </li></ul></ul>
How Do We Present the Healthy Eye Care Solution?
Bottom Up? Top Down? What is the number one driver? How many decisions are there? How many options are there? Packages? How do I know if I made the right choice?
We Have To Many Options <ul><li>Eyewear consumers are perhaps the most under-informed consumers in the health care chain. </li></ul><ul><li>Unless you have a vision problem, you probably know little or nothing about our services, offerings or technology. </li></ul><ul><li>Of course, since damage is done before pain occurs, 50% of all Americans with Glaucoma at present, are unaware they have the disease. </li></ul>
Bundle And Present the Best <ul><li>Photochromic & Sunwear </li></ul><ul><li>Clear & Sunwear </li></ul><ul><li>Photochromic </li></ul><ul><li>Clear </li></ul>
What Influences the Purchase Decision? Source: 2005 VCA Data
Source: 2005 VCA Data 35% 28% 21% What Influences the Purchase Decision?
Don’t forget you are advising a solution that will last on average 2 to 3 years.
<ul><li>Cadillac </li></ul><ul><li>Buick </li></ul><ul><li>Chevy </li></ul><ul><li>Kia </li></ul>Are you more likely to buy an Buick if you start at a Kia or at a Cadillac? We Are Already Well Trained
Let the Patient “Opt Out” <ul><li>Great Big Giant Neon Glaring Shining Issue Still Lingering into the 21 st Century: </li></ul><ul><li>“ Many dispensers will tend to judge a patient and make assumptions based on appearance, age and other absurd yet ‘hardwired’ reasoning. Looks and age determines what level of eye care solution is economically best for the them.” </li></ul>
Again… Our Responsibility…. <ul><li>Direct, advise and prescribe the best healthy eye solution to all patients. </li></ul><ul><li>Then, the next best…. </li></ul><ul><li>Let the patient “Opt Out” when they are comfortable with the level of eye care presented. </li></ul><ul><li>Stop. </li></ul>
The Optician Who “Opts Out” <ul><li>Stumbling Blocks: </li></ul><ul><ul><li>Many opticians are not as well trained on sales training as they need to be (conversation training) </li></ul></ul><ul><ul><li>Some may exhibit ‘know-all ‘closed biased’ </li></ul></ul><ul><ul><li>Objections, including price and 3 rd party and the inability to communicate benefits, kills the sale. </li></ul></ul><ul><ul><li>Easier to go with “the plan”. Patient and practice will lose. </li></ul></ul><ul><ul><li>Opticians are caring people who will typically avoid probing with simple questions to learn “Context” or ‘real’ reason behind objection; perhaps feeling affronted by the patient/consumer. Assumption plays a major role here. </li></ul></ul>
-Michael DiSanto If you put all your effort into building a premium primary pair first then try to shift gears and start the process over to sell a second pair you will send the patient into sticker shock . “ OK, so your clear pair is wonderful and they cost $400 --- Now how about purchasing prescription sunglasses also?”
What About Price? <ul><li>Your patients buy on value not price </li></ul><ul><ul><li>One of the lowest priced new car in the US since 2004 is the Chevrolet Aveo. </li></ul></ul><ul><ul><li>Have you ever heard of it or seen it? </li></ul></ul>What makes patients today especially good candidates for second pairs?
Value! <ul><li>Why? </li></ul><ul><li>What the heck </li></ul><ul><li>is this thing? </li></ul><ul><ul><li>Great Product + Great Price = Great Value </li></ul></ul>
Let’s Talk Value Instead The First Law of Sales: People Buy With Emotion and Justify with Logic.
Let’s Talk Value Instead The First Law of Sales: Emotion = Benefits Logic = Features … . where do we spend most of our time?
We Need A Story…. The dispensers today need help in formulating the words to tell the benefit story ? We have to be able to answer the question So What?
What Can You Do? <ul><li>Talk prevention & healthy eye choices </li></ul><ul><li>Focus on inter-office process and communication </li></ul><ul><li>Talk less on Features and more on Benefits …. put the words in their mouths </li></ul><ul><li>Focus on solutions that have multiple pairs and package accordingly. </li></ul>
What Else? <ul><li>Offer staff training that is Sales Conversation Focused , not Product. </li></ul><ul><li>Help dispensers get over price and 3 rd party objections. </li></ul><ul><li>Get the doctor involved as much as possible. </li></ul><ul><li>Help the ECP build their own value story. </li></ul>
Finally… <ul><li>On average an ECP gets one opportunity to advise and prescribe for healthy vision to patients only every 2 to 3 years. </li></ul><ul><ul><li>We know it seems obvious and silly to wear the same pair of shoes everyday, …. But for three years? </li></ul></ul><ul><li>It makes sense… one conversation around the eye care solution- prevention & treatment. </li></ul><ul><li>Limit the Options, but Stress the Value </li></ul><ul><li>Educate, Inform, Advise and Prescribe </li></ul>
What do ya think? Protect your patients. Preserve and grow your practice. That’s Added Value Benefit in mutual partnership for you and your patient!