Getting Framed by Costly Returns

You may be innocent of the fact that your returned frames cost you more in terms of time and money than you ever figured. 

More significantly, your vendor may apply reduced credits to your account without your knowledge. Because of additional costs on all sides - your frame representative, the frame company and most importantly, you - it is necessary to make an effort to keep returns down. Still, the reality is that frames are returned or exchanged all too often. Frames stay on your board for what seems like ages, frames get discontinued and sadly, frames just break. Since returns are inevitable, you need to control the costs of your retuned frames. Knowing the return policy of every vendor that sells to you is a must! What you don’t know can hurt you, especially your bank account.

Here are some tips to make you an expert on returns.

1. Keep your return rate low. For every frame you return it could cost you anywhere from $4.00 to $13.00 in shipping and reprocessing fees. Therefore, try to wait until you have several to return in order to save on your shipping costs. With few exceptions, do not trade out frames because you are bored with your board. Instead, try merchandising to create a fresh look. The rule of thumb is to wait at least six months to a year before you decide to return the frame just because it is a “dog.” You should also beware of representatives wanting to make large trade-outs (especially at the end of the month), just so they can make their quotas! Only “trade out” frames if they are discontinued, defective or just hanging out for way too long without any patient interest.
   

2. Have a return policy on hand for each vendor. Be certain it’s available in print and easy to locate. If the company doesn’t have an official one, then have your representative write you one and have him/her sign it. You will have the policy easily located if questions/errors arise when you are reading your credit statements and most often, they do.
   

3. Look for extra charges. Always read your credit statement and make sure the credit and cost are equal, unless noted in the return policy. If you continually want to “trade out” frames, some representatives, at their discrepancy, might add a small processing fee. You can decide whether this is fair practice. The important thing, as always, is to keep communication open and avoid any misunderstandings that could cut into your profits.
   

4. Very Important - know the length of time you can keep a frame. Before adding a line, ask your representative how long you will get full credit for returns. A lot of companies only give you six months to a year before the credit starts to depreciate; sometimes as much as half. Your rep should easily know their return guidelines. Ensure your rep makes a future appointment within these guidelines so you can get your full credit if frames need to be returned.
   

5. Ask about return ratios. Some companies will make you buy two or even three frames for every one you exchange. That is not generally a fair practice; it is just a way for the company to add more of their product to your boards. You need to be almost 100% certain of the success of the line if they don’t offer you a one-for-one exchange. With so many lines out there, it may be easier to find a similar line that has an even exchange policy. Heaven knows, frames copy each other all too often. (“Didn’t I just see that frame?”) Competition is fierce and companies are ready to make you a deal. 
   

6. Ask about cases or any other misgiving that may not give you full credit. Most companies do require you to send back cases. You need to make sure there are no markings or stickers on the frames so they can be restocked. If you are too busy, ask your frame rep to this for you. A good frame rep wants to make you happy so he/she will clean the frames, box the frames and put them in cases. He/she will even tape the box and add a shipping label. The reps generally are not allowed to take the frames out of the office, so you will have to go to post office or call a carrier.
   

7. If there are changes in the return policy, you need to know immediately. If the economy gets slower, heaven forbid, frame companies might change their return policies to create bigger profits. If they change it without informing you, then it might be time to drop the line and/or the company. Insist at staying notified of changes and work with companies that are upfront and honest.
   

8. Ask if you can exchange lines within a company. If one line isn’t selling for you, another one within the same company might work better. Even if you have to change your representative to get a particular line, go for it! Most companies will allow this; you just have to ask and be persistent. Of course, no frame representative wants to lose your business but it is in the best interest of the frame company to keep your account. Reps are sometimes relied upon to make the ultimate sacrifice - losing an account to a counterpart.

Warranties are another important factor in dealing with returns. Be certain you know your vendors’ warranty policy. Some of the budget frame companies do not have warranties and you may want to buy two of each frame to ensure that a broken frame can be repaired or replaced if you are promising your patients warranties. Your credibility is a must. Most companies offer a year or two and some have life-time warranties. If a frame has a manufacturing defect, the company should be able to offer you a replacement for the broken piece or a new frame, at no charge. If the frames continue to have quality issues, your return rate will obviously rise. You should take a frame off your board if it continues to have issues in quality. Reevaluate the company if several frames continue to be defective. Finally, If a company cannot stand by their warranty, you might want to reconsider doing business with them.

The Post Script: Doctors, frame representatives, frame companies and optical shops all share one goal; to make the most profit. Paying attention to returns and warranties helps us all to achieve this goal. Returns are expensive; try to keep them low and stay knowledgeable. A warranty that doesn’t hold up will make you look shady and dishonest to your patients. Frame companies also seek reliability and trustworthiness. It’s the only way they will keep your business and expand to others. Timing and location are age-old ingredients for success in sales and service, however, the rep is the facilitator! Open communication with your rep will work to ensure that common goal – profit!

Laura Miller