First Impressions Patient Communication and Sales Strategies for Today's Environment Presented By Jay Binkowitz, President GPN 2013 Gateway Professional Network, LLC. All Rights Reserved You had me at Hello: How long did the patient wait to be acknowledged? How did we greet them? Did we make eye contact? Did we smile and make them feel welcome? What is the first thing you give a patient? A clip board with lots of annoying health and insurance forms to fill out? Or a welcome and introduction to what products and services you offer? Waiting Time / Down Time I filled out the forms, now what? Excellent Time NOT Wasted Time Show patient around the dispensary Encourage them to shop and play Give some guidance Use Shopping Tray Practice Perception DID YOU FOLLOW THESE STEPS TO MAXIMIZE THE PATIENT PERCEPTION OF YOUR OFFICE Did you introduce yourself? Did you let them know about your warranties? Did you give them the opportunity to try on several different styles of frames for comparison? Did you teach them about their lenses other than I wear them that s why? Did you make them feel comfortable about spending $500 on a pair of glasses? Did you say Thank you! first? Closing a Sale When a sale comes down to one of two use the: Silent Communication Techniques or SCT 1. Call over a fellow staff member to help with the final selection. 2. Hand the patient the frame first that you like with out saying this is the one you like. Your associate knows what you are thinking without any verbal communications. Now your associate can support what you are doing and not destroy the last 2 hours you spent with this patient Last Impression When the patient picks up their glasses what is the last message you give them? Did you: discuss how to take care of the glasses? thank them again? review their warranties again? ask them if they were happy with everything? send them home knowing that if they need anything or have any questions you WANT them to contact you directly? 1
Developing Loyal Patients Why should patients like you? Why should they tell anybody about you? 1. Make a list of what you think the answers to these questions 2. Develop a plan to communicate and demonstrate them to the patients. Do a role playing staff meeting to make sure the entire office communicates it the same way all the time Do you know how to say no with a YES? THE THREE MOST IMPORTANT WORDS YOU CAN SAY TO A PATIENT Are you happy? What would you do when somebody says no? I am sorry you had a bad experience the last time you were with us. I am glad you are giving us the opportunity to make that up to you. I am going to personally review and monitor what is taking place for you and I will double check it myself. Warranties Do you offer a warranty? Do you explain it at the sale / dispensing? Is it in writing? Is it printed on the back of your receipts? Is it better then your competition? Does it make you money? Does it build goodwill? Is it liberal? We Want You To Be Happy Progressive Lens Guaranteed Fit In the rare event that you are unhappy with your new progressive lenses, with in 45 days of receiving them, we will exchange the lenses for standard single vision or standard line bifocals at no charge. 2
Progressive Lens Policy Progressive Lens Upgrade Guarantee When upgrading or changing the progressive lens type: If you are not happy with your upgraded lenses. If you do not feel that they are better then what you had then we will, with in 45days, switch you back to the original type of progressive lenses and REFUND THE DIFFERENCE TO YOU! What if they are unhappy with their frames? We Want You To Be Happy Frames are fit and adjusted for your individual needs and comfort. If you are unhappy with your frame due to style, design or comfort, within 45 days of your original purchase, we will exchange your frame and lenses at no charge. We do not offer refunds for frames. Create and Communicate Purchasing Options and Presenting Package Pricing Strategies Our HD Digital Lenses are the very best. Old tube TV s & the new Flat screen TV s. The clarity of vision is wonderful. Our lenses come with Premium Non Glare Driving at night Reduce eye fatigue Billing Language Our patients also tell us how it reduces eye burning and headaches 3
HD Digital also comes with Transitions. UV protection & Scratch Protection Polished Edges & Thin & Light I know you will really enjoy them over the next year or two. The regular cost of these lenses are $XXXX but we have it all packaged for you at $YYYYY That is a savings of $110. We really want to make sure you have what you need. For Patients with VSP Mrs. Jones, You have VSP so your final cost is $VVVVV. That is a tremendous savings. You have a great plan! SIMPLIFY Do not say SALES SALES SALES I have to figure that out No, can t, won t and don t First things first Hello Warranty Polarized Lenses Frames Lenses Plan allowances Get rid of NO, use Not Sure Explain Features & Benefits Deliver Quality Provide Comparative Values Your new prescription will give you clear and comfortable vision. I want to make sure that they are comfortable for you to wear as well. the presentation 4
New Progressive Lenses Mrs. Jones, from the results of your examination today I know you will benefit from progressive lenses. Fortunately, new technology has given us some great products to work with. I am going to have optician name talk to you about the new digital lenses that will give you great comfortable vision. Optician name, Mrs. Jones will really benefit from the new digital progressives. Please double check all of the measurements to assure her satisfaction with her new glasses. Previous Progressive Wearer I know you had difficulty with your previous lenses, but I am confident that our new technology will make you happy. Digital progressive lenses are like the difference between old tube TVs and new HD TVs. I am so confident in this product, that our office has a guaranteed fit policy. If you are not happy, we will take them back and change them to what you were wearing. And yes, we will even refund the difference to you. Optician name, please take special care of Mrs. Jones. She had a bad experience with her old lenses and we want to make sure we do everything we can for her. Premium Non Glare I am going to write out a prescription for the new non-glare treatment. This past year has been very exciting with the release of better quality products. I will have optician name talk to you about the how these products have improved and why they are great for you. Optician name, Mrs. Jones will really benefit from nonglare treatment, since she has difficulty with glare when driving at night (or computer use). Please go over the features and benefits of non-glare lenses with her. Old Frame I can see from your old frames that you have used them quite a bit. Obviously you need your glasses. I would be remiss if I did not say that I am concerned about you investing any more money in this frame. I would hate to have you come back with a broken frame that can not be replaced. We have a great new selection for you to see. I am going to have optician name show you some of the new styles that will be optically correct for you. Optician Name please make sure we show Mrs. Jones a good quality frame that will work well with the new Rx and look great. Bad Experience I am sorry you had a bad experience the last time you were with us. I am glad you are giving us the opportunity to make that up to you. I am going to have optician name personally review and monitor what is taking place for you and I will double check it myself. SUCCESS requires adaptation to an ever changing world Optician Name please pay special attention to the care we are giving Mrs. Jones. And review everything with me once it is completed. 5