Thirty-five percent of consumers make their eyeglasses selection in 30 minutes to less than one hour, according to Jobson Research’s 2010 Eyewear &
Eyecare Consumer Patterns Insight Survey. Twenty-eight percent make their decision in 15 minutes to less than 30 minutes, while 17 percent make their eyeglasses decision in one hour to less than two hours. Nine percent need fewer than 15 minutes to make that decision; 8 percent don’t know; and 4 percent require two hours or longer.
Review of Optometric Business professional editors Carole Burns, OD, FCOVD, and Mark Wright, OD, FCOVD, offer the following related strategy:
You must have a plan for handling patients taking over 30 minutes to make their eyeglasses selection. Make sure your opticians have a structured method of presentation rather than just letting patients browse their way to success. Try this three step approach …
1) Start with the simple choice: metal or plastic. This eliminates half the frame board immediately.
2) Determine frame size based on lens prescription. A high Rx needs a smaller lens … you just eliminated another significant chunk of frames.
3) The first frame on the patient’s face should be your Lamborghini. The second frame to try on should be a “definite no.” The third frame is your second highest priced frame. (The first frame manages sticker shock. The “definite no” frame enhances the value of the first and third frames plus gives you the added benefit of teaching your patient to say “No” rather than “Maybe” which will significantly speed up the process).
