Hurrah….we made it out of the summer slump! The August
doldrums are over and everyone knows that September sets the
pace for the upcoming year… TV premieres, new clothes for
cooler months ahead (even if the temperatures are still
sizzling). Start fall with new patients, new promotions, new
frames and yes, I dare to say … new frame lines.
How many times have you said to a rep, “I am not adding
any lines right now. Try me again later in the year.”
Technically, now is later in the year but not too late to
add a line to freshen up your boards and give your staff and
patients something to get excited about when they walk back
into your office after sun and surf. Move into fall by
investing in some new product.
Frame companies will be more than happy to send out their
representatives with cookies, lunches and even iPads to get
you to add their latest line. Take advantage of some of
these offers and book a lunch with your rep. Reps need to
work for your business and you should not feel obligated to
buy just for looking, but make sure you have done some light
homework before you waste everyone’s time. Here are some
pointers:
Research the name: It’s as easy as one, two…Google.
You know your patients and their demographics. You want to
add that hot name that everyone is buying. You want your new
line to sizzle like it does in other offices. Before you
even look at the line, research it on the web. How familiar
are you patients with the name? Have you seen the logo
before? Who is wearing the name? Do you see any celebrities
wearing these frames and are these celebrities relatable to
your patients? You obviously want the name to fit your
patient demographic or it won’t sell, even if it popular
with your competition.
Research the price: Is this a high-end line? Do your
patients buy luxury brands? Do you see them accessorizing
with expensive jewelry? Are you already selling high-end
frames? If so, price should not be an issue. If you do not
normally sell your higher end frames, don’t automatically
think your patients will pay for a new, higher priced line.
Do not bring the rep in expecting a low dollar price tag on
a high dollar name. Know the price range of the frames and
what you are willing to spend before you meet with the rep.
They might have a deal for you, but the frame facts don’t
lie.
Research the manufacturer: Kudos if you already have a
fantastic relationship with this company and you want to
expand by adding another one of their lines. A good business
relationship is hard to find and you know what to expect
when working with a company you already trust. If this is a
new company for you, research it. Who are they owned by? How
long have they been around? Is the company
insurance-friendly? When adding a new line, you want a solid
company with a solid history. If you are an
insurance-friendly office, you want to buy from an
insurance-friendly company. You should be aware of the
company’s business philosophy before you embark on this
new relationship.
Once you have had lunch with their representative, seen
the frames, researched the company, the manufacturer, and
the price, it is now time for more specifics. You like the
frame line and you think this product would sell in your
office. But before you make a final decision, ask your
representative some more specific questions about their
line.
What is the buy-in? The minimum buy-in for a line can
range from ten pieces on up to 50. If they don’t have a
buy-in number exactly, you will still want to add at least
12 frames to promote and display this new line. Don’t be
shocked if the minimum purchase is between 20-35 frames.
That seems to be a norm these days. You have already done
your homework and are now pretty sure you can sell these
frames. Don’t be afraid to invest and depending on the
line, the minimum purchase is usually non-negotiable.
What is the return policy? You want to make the
investment, but you are not sure your patients will want to
buy these frames. That is the uncertainty of business, but a
return policy would be nice insurance. Some companies will
let you return the frames with the original invoice for full
credit within a certain amount of time. Some companies will
only give credit within the manufacturer once you buy the
frames. If this is the case, be sure the company has some
other lines that will fit your office or you may be stuck
with a large credit if the frames don’t sell.
What type of POP is offered with this line? To create a
buzz for this line, point of purchase material is a must.
Does this line just offer counter cards or does it have an
entire floor display? You want to ask and see all the POP
that is available for this line. Your rep should have
pictures on hand or quickly be able to show you on their
website. How much does the POP cost? How much are you
willing to invest? Remember, when POP is free of charge, it
increases the value of your initial purchase. POP charges
can sometimes be negotiated. If you don’t ask, you will
never get.
What is the warranty? Frames break, stones fall out and
temples get loose. The lab may even crack the frame when
inserting the lenses. This is a part of business, but it is
important to replace the frame as soon as possible. Most
warranties are for at least one year and the company can
replace the frame free of charge if breakage is considered a
manufacturer’s defect. Frames without a warranty are a
risk. Patients become agitated when they pay big money for a
lens and the frame breaks. Be sure the company will have
that frame in stock for at least two years. Your patient
will be happier paying for a new frame than starting from
scratch.
Who else has this line? This is not private information
and your representative should be open and honest with you.
If you are a high-end retailer, be sure this line is not
offered at the local chain store. It is important to keep up
your image. If every office in town has this line, make sure
you offer it at competitive prices. The last thing you want
to hear from a patient is that the same frame costs $20 less
across the street. If you are trying to be exclusive with
this line, get a written promise from your rep that they
would not put in this line in an office in your proximity.
If they can’t do this, do not think you are going to be
exclusive.
Once you have asked all the specific questions and are
content with your answers, then, and only then, pick out
frames. You’ve gotten to the fun part! Get your staff
involved to get everyone excited about the new line. Try on
frames and see if you can get some freebies. If you actually
wear the frames then they will sell better. The reps know
this and they should give you a deep personal discount if
not a free frame. Remember, adding a line is always a gamble
but doing your homework and asking the right questions will
increase your odds of success. Happy selling and Happy Fall!
