Practice Metrics

How Much Plano Sunwear Are You Selling?

Independent ECPs have work to do in plano sunwear sales, according to The Vision Council’s December 2012 Plano Sunglasses report. Only flea markets and street vendors sell less. Measured in millions, sunglasses specialty shops sold $1, 385.4; drug/grocery/mass/warehouse clubs sold $674.5; better department and specialty stores sold $514.3; optical chains $213.6; sporting goods stores $151.9; independent opticals including independent ODs $139.8; and flea markets/street vendors $32.5.

Do you believe that every one of your patients should have UV protective polarized sunwear? The Vision Council’s December 2012 Plano Sunglasses report tells us that people are buying sunwear, but not that many are buying them in our practice.

Here are seven steps you can take to improve your sunwear sales. How many of these are you doing right now?

1. Twenty percent or more of the frame board space is devoted to sunwear.
2. For every patient entering the dispensary, the first thing described is the eyewear guarantee, the second thing is a polarized versus darkening sunwear demonstration.
3. There are posters/signs prominently displayed using dramatic visuals explaining the benefits of polarized sunwear.
4. Sunwear is packaged with new contact lens fits and offered in a value presentation.
5. In the exam room, sunwear is discussed with every patient.
6. Set goals for sunwear sales. Review the goals with staff daily.
7. Reward staff when sunwear sales goals are achieved.

Obviously, from the Vision Council’s December 2012 Plano Sunglasses report, we all need to do a better job. The action plan for this week is to review the steps the practice is taking with sunwear. It’s time to become serious about making sure every one of our patients has high quality sunwear–and that they are getting them from us.

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