Continuing from our last week blog, see here to read the full blog Online customers experience.
One of your new online leads is Tanya: A 31-year-old marketing assistant working for a beauty product company. She is single and maintains a youthful lifestyle, going to the gym regularly and spending her free time shopping for clothes — she is also saving up for a holiday overseas this summer.
Tanya wears both spectacles and contact lenses, depending on the occasion. And the fashionista that she is, she wears sunglasses all year round. As she enters your practice, she gestures toward her old pair of spectacles and says, “I think I need a new prescription. I can’t see very well with these spectacles anymore.”
After gathering the usual information about her eye history as well as her lifestyle needs, you discover the following:
- Tanya wears contact lenses 75 percent of the time;
- The last time her prescription was checked, it was -2.75 in both eyes; and,
- She wears spectacles during the evening when she is at home.
In your conversations with you, she also mentions some other issues that catch your attention:
- She occasionally gets headaches during the day;
- She suffers from eye fatigue, but she doesn’t see it as unusual — she spends around 7 hours per day looking at screens, after all.
Naturally, these revelations raise some concerns for you. You briefly discuss what eye fatigue is, including that it is commonly caused by prolonged exposure to computer screens and mobile devices. Afterwards, she agrees to a new eye examination, which reveals that her eyesight has gotten worse since the last time she saw an optician! Tanya’s prescription has changed to -3.25 in both eyes.
But remember, Tanya found you online — and just like Lindsey, she also did her homework by researching her spectacle options. She found some information about Transitions lenses, which interest her due to her year-round love of sunglasses. She also learned about Trivex lenses along with some other brands and got some basic information about lens coatings. In fact, an online tool auto-generated a recommendation for her: plastic lenses with photochromic treatments — Tanya admits that she’s only seeing you for a second opinion.
Again, you are the optician in the room — not Tanya, her online community members, or computer program. It is your responsibility to educate her about the problem (her worsening eye fatigue) and the solution.
Position yourself as an authority and source of trust by explaining how:
- Trivex lenses represent the latest eyewear technology, making it a worthwhile, long-term investment;
- They are highly customizable, so they can fit nearly any frame style she likes — after all, Tanya is fashion-conscious;
- Trivex lens material is lightweight, durable, and offers superior optical clarity;
- They can be made as Transitions lenses, suiting her preference to wear sunglasses year-round, but not all the time;
- Trivex lenses are compatible with the latest anti-reflective coatings, for superior vision and aesthetics
Be clear that Trivex lenses offer the best of all worlds — then, only once you’re sure she understands all of the benefits of Trivex lenses, discuss the price. Of course, a new pair of spectacles is an investment — but vision is a bigger one.