This document provides tips on how to successfully sell branded products in an optical store. It discusses defining what a brand is and why it is beneficial for optometrists to sell brands. Key reasons include making more money, increasing customer traffic, and appealing to customers' desire for status and fashion. The document recommends optometrists evaluate their customer demographics and local market to determine which brands to stock. Additionally, it emphasizes the importance of customer service and emphasizes that selling brands is about building long-term customer relationships more than short-term profits.

1. How to sell brands
Disclaimer
 Here we are not talking about any particular brand.
 We are not talking about brand as in frames,cl,lens or
sunglasses, because the basic principles of selling
brands are the same .
 Here brand means an Established known company
product vs Mass product (unbranded).

2. What is Brand
*A brand is a symbol that
distinguishes a product from
others.
*A Mark of a brand defines
Quality, safety & design.
*Fashion & status symbol is
normally associated with
brands in people’s mind.

3. Why sell brands
 Is it good for my business ?
 Is it worth taking risk ?
 Is it better for me or brand?
 Will it make any difference in my walk-ins ?
 Should I invest more ?
 Do I get better margins than other?

4. Why sell brands
 To make more money ?
 To increase customer walk-in ?
 To increase the customer buying (order ) value ?
 To differentiate from normal product ?
 Exclusive feel ?
 Customers will believe if you have established brands in
your store your at-par in the industry ?
 Peer pressure –people want what their colleagues have ?

5. Why sell brands
 Indian consumers are becoming brand-savvy, So having brands in
your portfolio helps us reach a broader base of customers.
 Selling a Branded eye wear is not about basics like uv blocks,
looks good and can see clearly, but adds values like success ,style,
safety, quality and confidence to the wearer.
 It is critical for an optometrists practice to have some premium
brands, It makes wearer feel pampered and ups the glam quote.
 Some brands prefer to partner with few optometrist’s shops, which
can work in favor of optometrist.
 Less after sale complaints.

6. What brands to keep
 An optometrist or optician needs to evaluate several
aspects before deciding on which brands to stock.
 Look at the brand proposition in the area and keep
record of customer enquiries on particular brands.
 Keep the brands that you believe in their style and story.
 Keep the brands that you can sell easily.
 Look at a profile of a average clientele base.
Ex : Cartier-high end, Ray ban -mature adult,
oakley -youthful style, vogue –feminine.

7. What brands to keep
 Locality
upscale-luxury brands
Mid-income-premium brands
Mass - popular brands
 Statistics for age group
 kids-safety oriented brands
 Teenagers-popular brands
 Young - celebrity promoted brands
 25-30 age-premium brands

8. How to sell brands
1.Efficient eye examination procedures.
2.Store appearance- top class display,
-Selling a branded eye wear requires a proper platform and
the ambience for attracting customers.
-Display cases should be impeccable in look, no dust shelves
allowed.
- According to some studies keeping premium brands at eye
level and also keeping on the right side of the counter would
sell better.
- Handle each piece with delicate touch so they also will think
it is to be handled carefully.

9. How to sell brands
3.Knowledgeable staff
-train staff
-periodic brush up your knowledge.
4.Presentable staff
-well spoken
-because customers will speak to or listen to someone
whom they perceive as being on their own wave length.
-Customer should be treated to match the style and
comfort of the product being presented.

10. How to sell brands
5 -Always project uniqueness and exclusivity
-This makes them feel special
-Once you get an idea of customer’s requirements, get down to
explain how precisely does the product meets his needs.
-You can also use something called “celebrity quote”, If you
know that a particular celebrity wears one of your brand
mention this.
6. Customer information –pass on with panache
ex: This frame has been inspired by beautiful island or
flower or place or person.

11. How to sell brands
7 Presentation –offer options but do not confuse with
multiple choice in design and price point.
-Customer will pay more for something if they feel it has
a value so stress on value of the brand and what it
stands for.
8 Remain trendy-show current favourites,pulse of the
market,show case latest design and technology.

12. How to sell brands
9. Connect with customer -when new line is launched
inform them-sms or send product brochure.
10.Always inform about future . what is there in the
pipeline-new advancement and which companies are
pioneering in what technology, so he will be prepared
when he comes on next visit.
and

13. Having said this
People don’t care about what brands you have.
if
You don’t care about customer service & after sale.

14. Customer service Basics
 Sell something people actually want-they will queue up
 Deliver consistently - they will come back
 Do it better than your competition-they will tell others.

15. Customer service
 Good customer service is not about making a sale or getting a
good customer reviews, It is the ability to bring back the
customer to the store ,again and many times over.
 When they come back with complaints, don’t ignore but help.
 Ask them to come for periodic service, so that you can keep in
touch and they will also think you care.
 It is not about giving discounts and freebies ,but It is about
being honest and genuine.
 There is no better publicity than they recommend you to
others.

16. .
 Take advantage of customer’s brand consciousness by
helping them.
 Take brands as stepping stone to climb up in your practice.
 Selling brands is not only about money it’s about once
association with a particular brand which take your practice
to next level.

17. Brands
 Thank you