Introduction
When it comes to patient care, it can be easy to focus solely on the technical aspects of fitting patients with the best lenses. After all, that is why patients come in to your practice. However, as the eyewear industry has evolved, it has become increasingly clear that patients are looking for more than just high-quality lenses. They want to feel connected to the eyewear they choose, and that’s where the brand story comes in.
By sharing the brand story with patients, optical practices can build a connection beyond just fitting them with the best lenses. It creates a sense of trust, and patients can see that you care about the products you sell and are invested in helping them make the right choice. This is particularly important in today’s market, where there are so many different brands and styles to choose from.
Balance of information
When it comes to telling the brand story, it’s essential to strike a balance between providing enough information and overwhelming the patient. A good starting point is choosing three solid facts about the brand that you feel comfortable sharing. These could include the brand’s history, a fun fact, a celebrity who has been spotted wearing the brand’s frames, or any other information you feel is vital to the brand’s identity.
Know your product
Of course, to be able to share this information with patients, you need to have a good understanding of the brand story yourself. This is where your frame account executives can be a great resource, as they will have access to all the information you need. Social media and trade magazines can also be helpful in keeping up-to-date with the latest trends and styles.
Smart merchandising
In addition to sharing the brand story with patients, it’s also important to merchandise frames effectively. This means displaying them in a way that is visually appealing and draws the patient’s attention. Keep your displays fresh and exciting by cycling through your inventory and including new frame designs in your stock. By doing this, you can increase your optical sales and create a more profitable business.
Conclusion
Overall, the brand story is crucial to selling eyewear in today’s market. If you’re ready to build patient trust and rapport through high-quality, stylish frames, consider purchasing your frames from A&A Optical. With hundreds of styles to choose from and designs from brands like Aéropostale, Jimmy Crystal, and Daniel Cremieux, you’re guaranteed to have the perfect set of frames for every patient. Click here to get started.
