The customer journey

1
The customer journey
Touchpoint eight
2
Choosing frames spectacle lenses

• Touchpoint eight

3
Choosing frames contact lenses

• Why people buy
• The sales model
• Handling objections
• Upgrading
• Action planning

4
Choosing frames contact lenses

• Why people buy
• We make buying decisions based on a combination
  of emotional and logical reasons
• It makes us feel good (emotion)
• It solves a problem (logic)
• The dispenser must aim to satisfy both of these
  needs to ensure success long-term

5
Choosing frames contact lenses

• The Sales Model
• People buy people first
• Introduction - Build a rapport
• Information gathering - Establish patient
  objectives
• Product presentation - Educate inform
• Recommendation advice - Explain options
• Confirm interest Obtain commitment

6
The Sales Model

• Introduction - Build a rapport
• Use general open questions to put the customer
  at ease. More nervous people will require more
  time to develop a rapport.
• Information gathering - Establish Objectives
• The use of specific open questions will help
  to reveal an individuals wants and needs

7
The Sales Model

• 3. Product presentation - Educate inform
• Use features to describe products and always
  link them to benefits personalised for the
  customer
• 4. Recommendation advice - Explain options
• Reinforce options and point out balancing
  factors to allow an informed choice to be made
• Confirm interest Obtain commitment
• Close the sale

8
Handling Objections

• The main objections are
• Disinterest true objectives may not have been
  identified
• Concern that the product will not do what you
  claim
• Inability of the customer to make a decision

9
Handling Objections

• Mostly resolved by
• Reviewing customers needs objectives
• Restating key features benefits
• Confirm interest
• Restate recommendations
• Ask for the order
• Note
• You may have to offer alternatives

10
Upgrading

• There are 3 aspects of upgrading which can be
  applied within the practice
• Personal
• Practice
• Product

11
Upgrading

• Upgrading model
• Maximise sales by offering three levels of
  product.
• Good
• Better
• Best
• Remember to start with the best option first

12
Choosing frames contact lenses

• Action plan
• Ensure all staff especially dispensers are
  familiar with features and benefits and how to
  apply them.