How to overcome the optical shopper's objection

Take-home message: Overcoming objections is one of the most difficult techniques for opticians (and most salespeople) to master.

 

Dispensing Solutions By Arthur De Gennaro

When an optician uses a closing statement one of two things will happen: either the shopper will become a buyer (make a purchase) or raise some objection. If the shopper makes the purchase, he or she becomes a buyer-the transaction is over. If the shopper offers an objection, the optician must successfully overcome the objection in order to close the sale.

 

More in this issue: The 'Jacques Cousteau' of the cortex

 

Overcoming objections is one of the most difficult techniques for opticians (and most salespeople) to master. This is because customers do not always share their true feelings with salespeople. Instead, they often fib. In fact, the more successful an optician is at establishing rapport with the shopper, the more likely it is the shopper will not want to hurt his or her feelings and tell a white lie.

Opticians who are good at overcoming objections have two things in common. First, they are extremely empathetic. That empathy manifests itself as a person who is an extraordinarily good listener and someone who is sensitive; understanding enough to be flexible and work hard to find creative solutions that will help the shopper obtain what he or she needs and/or wants.

Second, these opticians are good at politely but assertively asking shoppers probing and sometimes sensitive questions. It is the asking of these questions that makes some opticians squirm because of a concern for coming off as pushy or presumptive. In reality, nothing could be further from the truth. Customers actually appreciate this candor-but only when the optician has established rapport with the shopper.

Internal server error