Disc 3: Identifying Visual Needs

Introduction

Most optical professionals understand that one pair of lenses will not solve all of a patient's vision requirements.  Yet, second pair sales only account for 10% of total eyewear sales.  Section one will provide an introduction as to the importance of presenting a second pair of eyewear to the patient.  Specific training topics include:  What is a 2nd pair, industry statistics, a review of standard PALs, a review of task PALs, and the benefits supplementary eyewear.

Private Pay and Pricing

Regardless of whether or not the patient has insurance or not, the goal of the independent ECP should be to fulfill all of the visual needs of the patient.  Section two will provide training on how to recommend a 2nd pair to private pay patient.  Specific training topics include:  Presenting the 2nd pair, pricing, and how to combat “sticker shock.”

Managed Care and Pricing

Many patients have been mistakenly guided to think, “If my insurance doesn't cover it, I don't need it.&srdquo;  Section three provides a solution to this type of thinking by training optical professional to change the way patients view their vision coverage.  Specific training topics include:  How to present a patients vision coverage, an optical professionals mission statement, and presenting the 2nd pair.

Presenting vs. Quoting

In many cases, the topic of a 2nd pair of supplementary eyewear does not come up until the primary pair is already in place.  Section four provides training on how to present all the eyewear options needed to fulfill all of a patient's vision requirements.  Specific training topics include:  The importance of presenting the 2nd pair from the beginning and overcoming price challenges.

Pricing the Second Pair

Some practitioners are wary of discounts.  However, there are a number of effective methods for pricing 2nd pair eyewear purchases.  Section five provides training on how to set-up and promote (in-office) an effective 2nd pair eyewear program.  Specific training topics include:  Pricing, packaging, and how to develop supportive point-of-purchase materials to help motivate the patient.

Practice Growth Opportunity

Statistics produced by Jobson Optical Research showed that 2nd pair sales is one of the most “missed opportunities” by independent ECPs.  Section six provides inspirational industry information on the opportunity ECPs have to grow their practice through 2nd pair sales.  Specific training topics include:  An overview of missed opportunities, industry statistics, and startling 2nd pair sales projections.

Presentation Strategies

Presenting the 2nd pair starts as early as the phone call to make their appointment at the office.  Section seven provides training on 2nd pair presentation strategies from the time the patient calls the office, to the time they leave their appointment.  Specific training topics include:  Presenting the 2nd pair on the phone, presenting the 2nd pair in the exam room, and presentation strategies for the optician.

A separate section on the disc features:

1. Interactive review quizzes at the end of each section of training.
2. A comprehensive test of the training material on the CD-ROM upon completion.
3. A “Resource Tools” section with helpful dispensing information for 2nd Pair Sales.