Atmosphere is the eye care provider’s competitive edge.
Think about it. The local eye care provider cannot price compete with the Wal-Mart’s, Costco’s, Warby-Parker’s, and the host of other frame providers. For most practices, selling $39 frames is a losing proposition. You just can’t make enough money.
So, how do you compete? One word: atmosphere.
Online frame sellers aren’t worried about atmosphere. Their edge is price and convenience. Since the local eye doc won’t win those battles, they have to emphasize atmosphere, and people care about atmosphere.
Think about it this way. You can make coffee at home way more cheaply than the cost of a cup of Starbucks. You can even make Starbucks coffee at home. Yet, millions of people flock to Starbucks every day. Why? Atmosphere. People love the smell, the attention, and their local barista.
Think about alcohol. You can buy beer, wine, and whiskey for the fraction of the cost of buying alcohol in public. That reality does not stop millions of people from ordering drinks at restaurants and bars every day. The reason is atmosphere.
So, to compete, eye care providers have to promote and provide a welcoming and enjoyable atmosphere. Here are a few ways to get started.
Treat your frame room like a show room. Make it a fashion experience. Your interior decoration should model a high-end retailer. There is a reason people love to go clothes and makeup shopping. People love the feeling and atmosphere. Decorate your frame area with the same approach.
Pamper your patients. You are asking them to spend $350 plus on frames. For that, they should be pampered. Do more than just provide a k-cup or two. Pamper them like they are the only people in the world who are purchasing frames. Wait on them hand and foot. Spoil them.
Have your frame sellers wear retail dress. Your frame sellers should demonstrate their fashion acumen. There is a disconnect if your sellers look disheveled or are in scrubs while they are giving fashion advice. Eyewear is a fashion position, and your seller’s appearance will lead the way in that approach.
Friends, online forums have eye doctors worrying that the industry may be 75% gone in 5 years or less. The battle to keep that from happening is atmosphere. Make yourself more than a prescription and cheap frame provider. Be a warm, fashion-filled atmosphere for fashion and eye care and distinguish from everyone else.
ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon.
However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats:
Digital ProSight Success System
Paperback ProSight Success System
And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting.
Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at firstname.lastname@example.org.
No matter what, don’t surrender your ground in the eye care industry. You have so much to offer.
Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years.
Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture.