So, looking through one of the optical forums the other day I came across this posting. The name of the author shall remain anonymous, however I have heard the same sentiment expressed multiple times…certainly enough to write this.
Thinking of putting up a sign in the office that basically states we don’t want to adjust or work on glasses no purchased at our office. Special circumstances like out of state etc will be made but I can’t have my staff spending time on these products at the expense of loyal patients. Anyone have a good way to word it?
My suggestion for a sign?
Yes, it is disappointing when someone buys from another retailer. It’s often more than disappointing. The first question to ask yourself is why did you lose that sale? If it was a pair of glasses or sunglasses purchased online, more than likely it was over price (or perceived price). We all know we can buy almost anything online cheaper than in a brick and mortar store. The difference most of fail to remember at the time we do buy online is the service we receive at local store (hopefully).
Let me ask you a question. What is the most famous amusement park in Southern California? Disneyland? Is Disneyland the cheapest amusement park in Southern California? Hardly. So, if it is all about price…how does Disneyland stay in business? What is the most famous ski area in Colorado? Vail? Aspen? Once again is either of those two ski areas the cheapest? Not by a long shot. They, like Disneyland thrive because they have created an experience that goes beyond price.
Are you providing an experience to your patients and customers? Why should someone shop with you? If it’s not price, what is it? Do you have a bigger selection? A better fit warranty? A trade-in program? Pole dancers? Just because you hang a shingle, or pay your landlord his/her rent doesn’t entitle you to be successful.
How about telling that customer that you offer this service for free to your customers/patients, however you will only charge them $5 to make this adjustment today? How about welcoming that patient to look around while you service their frames and chat with them about their optical needs, looking at their lenses, and offering suggestions as to how you might have improved their purchase…scratch coating, A/R., Transition lenses, or as we all strive to do, sell them a 2nd pair.
Have you ever driven your automobile into a dealership only to have them tell you we don’t service cars that weren’t purchased from them? Ever walked into a tailor with a suit you didn’t buy from them to have it altered? Ever walk into a bank to get a new mortgage to hear them tell you since you didn’t get your first there to get lost? I don’t think so.
When will we learn? Want to talk about this? Want this sign for your practice? Let’s chat at Vision Expo West.
