7 steps to boost optical revenue

 

Take-home message: Following specific steps in the retail-selling process will increase the likelihood that customers will make a purchase.

 

Dispensing Solutions By Arthur De Gennaro

De GennaroOver recent months, readers of this column have been on a journey of sorts, exploring the landscape of the retail-selling process. Readers have learned how there are seven specific parts to a retail sale, and that if these steps are used in order and skillfully executed, the likelihood a customer will make a purchase increases significantly.

Blog: Combatting UPP at the source

The reverse is also true. Rather than recap the articles, which are available online, I’d like to leave some additional thoughts.

Favorite sayings

I have a few favorite sayings. One of them is: “People do business with people they know and like, not people they do not know or like.”

You could also insert the word “trust” into that expression.

Did you know these 7 men were ophthalmologists?

Retailing is a people business. Consumers are naturally drawn to places where they can obtain high levels of knowledgeable, personalized service from caring professionals. That is what is so disturbing about the current rush to dehumanize the retail process through the use of technology. I predict that the pendulum will eventually swing the other way, as consumers find that good, old-fashioned, face-to-face customer service makes all the difference in the retail world.

In witness to this, consider that although online eyewear sales are growing, they are growing much more slowly than other, non-customized products, such as books and clothing. The greatest gains in online eyewear sales are in the non-prescription category. No surprise.

Internal server error