Improve your bottom line by selling top-line eyewear

"The best way to improve your bottom line is to improve your top lines-sell luxury, branded eyewear," said Sam Buemi, regional manager, Safilo USA. "If you carry fashion eyewear and your staff learns to sell fashion eyewear, your bottom line will improve."

Buemi gave that marketing advice and more during his symposium "The Power of Fashion Branding: Maximizing Profits in Your Dispensary," presented at the Ophthalmology Times/American Association of Dispensing Ophthalmologists Dispensing Solutions Pavilion.

He went on to explain why selling fashion eyewear is key to increasing per patient sales.

"The average patient comes back to your optical dispensary between 24 and 48 months," Buemi said. "When you sell fashion eyewear and branded eyewear, you shorten the distance between patients coming into your office.

"They're not buying a medical device, they're buying fashion," he said.

Buemi further described what brand name eyewear means to a dispensary:

• Instant recognition and prestige.

• Sends a message of quality.

• Sends a message of value.

• Conveys an image.

• Instills trust.

• Creates a fashion atmosphere.

• Generates more top line profits to the practice.

Buemi will again present the program today, Nov. 14, at 10:45 a.m. in the Dispensing Solutions Pavilion, Booth 2272, Sands Expo and Convention Center.