|
Value is the most over-used and misunderstood word in the English language.
The optical industry is one of the worst offenders.
|
|
We value our patients; we really do. We hang signs on the wall and print it in our letters and on our websites. We value their opinions, their referrals and their purchases. Then we offer them a “value package” with the least expensive lenses and frames.
What the heck do we mean when we use the word “value”?
My little pocket dictionary defines value as “importance, desirability, utility, etc.” As a verb it means to set the value of or to think highly of. We re-interpreted it as an adjective when someone labeled a combination of inexpensive lenses and an inexpensive frame as a “value” package.
I can’t find the word inexpensive anywhere in the definition of value. Quite the opposite, if an object or a concept is valuable, it has worth. |
An object for instance, like a pair of the newest technologically advanced lenses has value. It has significant monetary value and we go to great lengths to educate our patients about the value of their investment in high-tech lenses. We do the same thing with high-end and designer frames or mounting systems. The complete package is valuable because it contains the best lenses, the best frame and the best customer service available to that patient.
So why do we blur that concept with a wall of “value” frames?
Ohhh….when value is not valuable with respect to its cost…it’s a value!
I need a bigger dictionary.
Value can also mean relative worth, merit or importance. So value packages are priced based on their relative worth when compared to similar products. Value packages should not be the cheapest lenses and frames you can find. And value doesn’t mean that you keep your fingers crossed that the glasses make it out the door without falling apart. Value means that you’ve provided a frame and lens package using fairly priced products that will perform as promised for a fair price.
What should a value package look like?
-
Lenses are usually single vision, bifocal or progressive addition lenses in a basic material like CR-39 with a scratch-resistant coating. Progressive lenses are not the oldest, cheapest design you can find, but should be a solid design that you know will work for most prescriptions. The design is probably a generation 2 or 3. If you intend to include children in your value package, you should also include polycarbonate lenses as an option. Only you can decide if add-ons such as variable tints and some lens treatments such as anti-reflective coatings are available or if they should be the inducement to move to a higher level package.
-
Frames can be selected in a number of ways. There are vendors who can supply your practice with decent quality frame styles at a very attractive price if you are willing to buy in quantity. You can ask your frame reps about the availability of close-outs or discontinued styles. You can use the frames in your store that just aren’t moving and cannot be returned. Cheap, poorly made frames should have no place in your practice. A pair of eyeglasses that fall apart in a short amount of time is the worst possible advertising for your practice. Display your value package products as attractively as you do your higher end products, just not in as prominently. Remember that a box in the back room or under a counter is NOT a display.
How do you begin to talk about value packages? In this economy, it’s not that difficult. Your patient may begin the discussion before you have a chance. It’s perfectly alright to begin your discussion by determining what the patient’s budget is for their eyewear. That will help you decide how to select the proper lenses based on their prescription and then select a frame that will work within their limits.
I have been a strong believer in offering products from the top down. I’m not so sure of that technique any more. I see more eyecare professionals starting in the middle and allowing the patient to guide them to their comfort zone, up or down. Many families now find themselves in financial conditions that are very stressful and are uncomfortable talking about it. We need to be sensitive to those situations. However, I’m not saying that we ignore the best, most advanced lens designs and the best frame designs in our collections, just that we can no longer assume that every patient will or can afford to select the top of the line. I’m just saying that using a PD stick like a gun is not always the best tactic.
Value packages can also be used to highlight the need for and value of multiple pairs of glasses. So don’t stop talking to every patient about prescription sunglasses, computer glasses, sports or safety eyewear. They might not be able to afford two of the big ticket purchases, perhaps just one really top of the line pair for every day wear and a second or third pair from your value package for sun, computer or reading.
The other value package in your practice is you and your staff. You must continually improve and expand your product knowledge. When your practice begins to offer multiple packages and multiple products, knowing how to explain features and benefits is crucial.
Recommending one lens design or material over another because “we always use it” simply won’t cut it any more. Patients are more informed than ever about our products thanks to the internet. You should never allow a patient to surprise you with something new because you didn’t take some time to learn about your business. New products, materials, treatments and techniques are popping up every day and you and your staff should be informed.
Ask your frame, lens and lab reps for help and information. Schedule a lunchtime training session or attend a local seminar. Just because you only use XYZ product is no excuse for not knowing about other similar products. A well-trained, knowledgeable and confident staff is the most valuable asset your practice has. Your patients will see it, appreciate it and will provide your practice with that other valuable asset…referrals.
|
