1. The Power of Premium: How to Sell Expensive Stuff
Joy L. Gibb, ABOC

2. What are the benefits of offering premium products to your patients?

3. Benefits Differentiating yourself from the competition
Customer satisfaction
Word of mouth referrals
Expert ECP status
Increased revenue

4. Your Responsibility Know your product Know your customer Know yourself
Can you answer THE question
Know your customer
Fashion vs Commodity
Know yourself
Do you have internal roadblocks?

5. TOOLS
Education
Conversation
Commitment

6. EDUCATION You have to know what you’re selling Sales reps
Trade publications
Seminars
Staff meetings
Wear it!

7. Education Patient Education Educating the patient can take time
What types of tools do you use to educate the patient?

8. Conversation How well do you know your patient?
How do you find out what they need/want?
What are some non-verbal clues?

9. CONVERSATION Can your patient tell a story? Can you show FABs?
Feature: characteristic of the product
Advantage: how it makes the product better
Benefit: how it directly impacts the patient
CONVERSATION

10. COMMITMENT
Premium products must be offered to every patient – more than once
Where and how?
Good, Better, Best
Script it and make it your own

11. COMMITMENT During the exam Professional responsibility
Professional opinion
Show and tell
Write it down

12. COMMITMENT After the exam The transfer is important
Where do you start?
Show and tell
What tools do you use?

13. What’s different about premium products and what are their benefits over standard products?

14. PREMIUM AR TREATMENTS Highly technical advanced process
AR vacuum chamber

15. PREMIUM AR TREATMENTS Hydrophobic Oleophobic Anti-Static Hydro = water
Oleo = oil
Anti-Static
Motion between the cloth and lens creates a static electrical charge

16. PREMIUM AR TREATMENTS
How do you know it’s a high quality AR treatment?
COLTS testing
Contact Angle
Real Life Simulation

17. Tumble Test Scotch Brite Foam Wheat Bran Sawdust 40/60 Grit O Cob
Sand
Emery

18. AR CLOTH RUB

19. CYCLE HUMIDITY OVEN
Desiccator set up for lens test
Oven

20. CYCLE HUMIDITY OVEN
Delamination
Crosshatch
Adhesion
Test

21. Conversation
Can you name the FAB’s for Premium AR?
What’s your line?

22. PREMIUM PALs Customized for your patient
Accuracy to 1/100th of a diopter
Better peripheral performance

23. Conversation
Can you name the FABs for Premium PALs?
What’s your line?

24. POLARIZED SUN LENSES Light waves vibrate in all directions equally
Non-polarized
When non-polarized light waves reflect
Polarized – only one direction
Washes out color, reduces visual detail, and makes view uncomfortable
Solution – eliminate plane polarized light

25. POLARIZED SUN LENSES The optical sandwich Delamination issues
Suspension method
Ideal placement is between 0.4mm and 0.8mm

26. Conversation Can you name the FABs for Polarized Sun Lenses?
What’s you line?

27. Computer Lenses Time spent in front of digital devices:
33% spend 3-5 hours
32% spend 6-9 hours
28% spend 10+ hours

28. Computer Lenses Daily device use: Desktop computer – 58%
Laptop computer – 61%
Tablet or e-reader – 37%
Television – 81%
Video game console – 17%
Smartphone – 62%

29. Computer Lenses Focal points are for intermediate objects
Modified lens power to relax the eye
Larger field of vision

30. Conversation Can you name the FABs for Computer Specific Lenses?
What’s you line?

31. Blue Light Reducing AR Blue light controls circadian rhythm
Influences circadian rhythm
Inhibition of melatonin secretion
Ability to sleep

32. Blue Light Reducing AR Reduces contrast, sharpness, and clarity
Shortest wavelengths
Highest energy
Scatter easily
“Visual noise

33. Blue Light Reducing AR Reduces eye strain by reducing glare
Selectively absorbs blue light
Improves lifestyle quality

34. Conversation
Can you name the FABs for Blue Light Reducing AR Treatments?
What’s you line?

35. FRAMES Why are frames so much? Material Amount of handwork
Embellishments
Colorization and Finishing processes
Brand or designer label
Distribution method

36. Conversation Can you name the FABs of the frames you carry?
What’s your line?

37. GROUP EXCERCISE
Develop scripts for the features, advantages, and benefits of premium products
Make them your own

38. THE BOTTOM LINE Regular AR treatment - $100
Premium AR treatment - $175
Potential profit per job - $75

39. THE BOTTOM LINE SV Poly Fixed Tint - $160 SV Poly Polaroid - $230
Potential profit per job - $70

40. THE BOTTOM LINE Progressive Lenses - $250
Premium Progressive Lenses - $350
Potential profit per job - $100

41. THE BOTTOM LINE
Just one additional premium product we discussed per day
$245 x 4 days/week = $980

42. THE BOTTOM LINE
What about in a year?
$980 x 50 weeks = $49,000

43. CONCLUSION Everyone should be offered premium products
People buy benefits
Help them tell a story

44. THANK YOU