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"Nothing is so simple that it cannot be misunderstood."
Freeman Teague Jr.
Words are powerful things. They inspire us to action. They calm our fears. They make us laugh. They move us to tears. Words are powerful things and should be chosen carefully.
As responsible eyecare professionals, we strive to choose just the right words to describe the attributes of an expensive frame or the latest high-tech lens designs and treatments. But there are words and phrases that have been a part of our vocabulary for so long that we say them without thinking about how our patients react to them.
There are a few words and phrases that I believe should be eliminated from our professional lexicon.
PLASTIC OR METAL?
Some of us hear the word plastic and think of Benjamin Braddock in "The Graduate" or those plastic sacks from the market that you just know are going to rip. Plastic is cheap and flimsy. Plastic is breakable as in "cheap plastic sunglasses." Please don't let your first question be "plastic or metal?"
Call it zyl or better yet, acetate.
Draw your patients' attention to the "depth of color" or the "delicate lamination" or the "substantial feel" of a hand crafted acetate frame.
The same logic applies to metal frame materials. The most basic, common metal frame material is monel. You help your patients understand the difference in frame costs when you can describe the differences between the basic Monel frame and the more expensive, high tech materials which require special handling in the manufacturing process.
"I noticed that your frame is showing signs of wear on the areas where it comes in contact with your skin. That's often a sign of sensitivity to the material. Let's look at some of the new, more advanced frame materials."
Or
"Sure that frame is still available. Would you like to order a new one or use your old one?"
Or
"Metal or plastic"
GLASS OR PLASTIC?
You're going to ask your patient to pay how much for PLASTIC lenses?! Replace plastic lenses with hard resin lenses and you will begin to change their ideas on what the lenses should cost. We should be describing hard resin lens materials as members of the same family of materials, each with their own set of specific characteristics and applications. You might consider using the term "basic" when describing the standard CR-39® lens material, providing a comfortable way to introduce mid-index, high-index and super-high index materials.
"Well, Mrs. Jones, the basic hard resin lens will certainly work for your new prescription, but I'd suggest we compare the advantages of a higher index lens for several reasons."
Or
"Do you want plastic or high index?"
Or
"Glass or plastic?"
If you're still comfortable telling your patient that you'll just make them up in the same material as the last time, it might be time to holster that PD stick.
COATINGS OR TREATMENTS?
Coatings wear off, like the clear coat on your car or your nail polish. Treatments are more permanent. Treatments like those for reducing unwanted reflections are a very different animal from the anti-reflective coatings of just a few years ago. The processes used in applying them are so advanced that the treatment actually becomes integrated with the lens surface. How much more permanent can they get? When your patient objects to this extra expense by reminding you that the last time that stuff came off, they've just given you permission to explain the technological advances that allow the same anti-reflective properties they liked the first time to form a permanent bond with a new lens surface.
"Mr. Smith, I'm going to introduce you to the latest technology in lens treatments that reduces unwanted reflections and increases scratch protection for your new lenses."
Or
"Mr. Smith, you've had an anti-reflective coating in the past. Would you like to have that again?"
"No, it came off after just a few months."
"But the new coatings are better"
"Nope. Too expensive."
You just backed yourself into an uncomfortable corner and believe me, unless you're a pretty fast talker, this exchange is done.
Treatments make you feel good about spending the money, like for facials and hair color. Coatings...not so much.
THAT DOESN'T LOOK BAD
ARE YOU KIDDING? That frame is $300 and the best thing you can say is, "That doesn't look bad." Point out the positive features of the frame, even if it's just size or color, and then look for those features and more in another choice. Remember, either you or your patient picked that frame off the board for a reason. There's no sense in making either of you look like an idiot. My fall-back was always, "That's very nice, but I think we can do better." That's JudySpeak for "There is no way you're leaving this place wearing that." No harm, no foul.
"Mrs. Smith, I really like the way the top of the frame follows your brow line, but I think the color is a little strong for your complexion. Let me find a couple of similar looks in more flattering colors."
Or
"That doesn't look bad."
Words are the most powerful tools we use. It's worth the time and trouble it takes to choose them wisely. The only true eyeglass-aholics I know are eyecare professionals and we already understand the value of our eyewear. The rest of the spectacle wearing public needs to be guided and reassured that the purchase they're making is fashionable, functional and unequivocally valuable. |
