I’ve written several times about the Warby Parker challenge to the local eye care professional. For example, not only can you buy your frames online, but their upcoming app makes it so that patients don’t even have to see their local eye doctor anymore for a prescription.
Now, however, they are really stepping up their market share game. They are opening retail locations. That’s right. That means your market share is dwindling again.
I discovered this as I walked through Tyson’s Corner, outside of Washington, D.C., over the Christmas holiday. It was December 28th, the mall was packed, and the Warby Parker store was jamming.
Their space was bright, clean, and full of frame sellers. Each walked around with a tablet ready to help you purchase (or order) frames. And despite it being three days before the end of the year, they didn’t ask the dreaded question, “Do you have any insurance?”
That question kills a sale because it puts the focus on money and not on fashion. They were focused on putting their customers in the most beautiful frames they could offer. They would get to the details later. Oh, and guess what? They weren’t selling cheap frames. Most were around the $179 range.
What they have done is this. If you know Warby Parker online, then you know how convenient they are, so you go to their retail store. If you don’t know them, they present a quick and efficient alternative to the typical eye care practice. Amazon is moving in this direction as well.
So, the big picture, “What should you do?”
Today, just be the best eye care practitioner you can be.
Then, train your frame sellers to be sharp looking, educated, sellers.
Do everything you can to make your space clean, bright, and inviting.
Educate patients about the advantages of purchasing frames from the local eye doc.
And finally, out hustle the competition.
Competing in this age is not going to be as simple as all the above, but those tips are a great first step. ProSight Success will offer more steps to tackle the uniqueness of the eye care field in 2018. We are glad you to assist you.
Happy New Year.
Gordon Duncan is the CEO/Consultant of ProSight Success. He has worked in the eye care industry for nearly 20 years. He has consulted in the medical field, manufacturing, accounting, and many other disciplines.
ProSight offers resources to put you back in control of your practice.
P.S. ProSight Success has a 7-volume playbook to put all of these things in place. Typically, this resource costs $199. I have cut its cost 50%. You can purchase the ProSight Success System in paperback for $100.
P.S.S. If you can’t afford these investments, ProSight offers a free e-book to get you started. Just go to www.profitableeyecare.com to get your copy
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.