The role of an optometrist is multifaceted. Your schedule is packed with eye examinations, contact lens aftercares and fits – not to mention the occasional ocular emergency that gets squeezed in! It’s crucial to ensure that the results of your professional efforts translate into fair compensation to your employer – as they are the ones paying you for your time and expertise. Given that the fees for eye exams seldom cover the actual cost of the services rendered, there’s a growing pressure from management and practice owners to maintain high conversion rates and dispensing values to offset the shortfall.
Opinions among optometrists about their role in conversion and dispensing differ – some believe it’s the dispensing optician’s duty to handle conversions, while others adopt a proactive stance, preferring to manage both tasks themselves. Fortunately, most agree that it’s a collaborative effort, and a great teamwork often results in an excellent day of sales.
With a decade of experience working as a locum, I’ve observed various practices and optical teams in action. Here, I’m sharing several strategies gleaned from some of the most effective teams that I have been a part of to help you boost your conversion rate and increase your average dispensing value.
If it isn’t broken, don’t fix it!
Sometimes, no change in prescription is necessary and often this is a great result for your patient. Contrary to what some optometrists and managers believe, a patient can still be open to conversion even without a prescription change. This scenario presents an opportunity to explore alternative lens options, additional pairs, new designs, sunglasses, and other products with the patient.
Engaging discussions during the eye exam can create opportunities to leverage your optical knowledge and recommend lens solutions tailored to your patients’ lifestyles. Offer advice on specialised tints for athletes or remind those traveling abroad about the legal requirement to carry a spare pair of glasses.
Remember, conversion isn’t solely about changing prescriptions – so do not be downhearted if you find a stable prescription.
For example, if a patient uses separate glasses for distance and reading, you might recommend bifocals or progressive lenses. Discussing sun protection is also beneficial, as many individuals do not own an adequate pair of sunglasses. I recall a patient who was deeply concerned about early-onset macular degeneration in her family. Our conversation about UV light being a risk factor led to her purchasing two pairs of designer sunglasses to protect her eyes from UV, despite having no prescription needs.
If the prescription they are happy with is working well and you conclude the eye test by issuing a stable prescription – you can be confident that any further pair of glasses they purchase with that prescription should be well tolerated.
Transfer the trust and responsibility
The handover of the patient is the most important part of the conversion process. Get this wrong and the patient is less likely to convert, regardless of how good your refraction was or how talented your dispensing optician is. It is critical to get this right.
Patients generally trust their optometrist but may feel overwhelmed by sales tactics upon entering the dispensary. While dispensing opticians do play a part in sales, their extensive knowledge of lens technology, coatings, and frames enables them to guide patients to the most optimal correction.
Prepare your patients by sharing your recommendations for lenses and frames, and introduce them to the dispensing optician, who is an expert in fitting glasses. I often explain that my expertise lies within the exam room, and while I strive to provide thorough eye exams, my knowledge of current trends and technology in eyewear is less extensive. That’s where the dispensing optician excels, dedicating the same level of care to selecting the perfect pair of glasses, while I concentrate on the eye examinations.
This transfer of authority to the dispensing optician, personally summarising the results and assuring the patient is in their capable hands is a great way to end your appointment with the patient in a professional manner, whilst providing your professional colleagues a head start in their part of the conversion process.
You know what they say about assumptions…
There is a well known phrase that states “You should never assume, because when you assume, you make an ass out of u and me.” Essentially this means that you should never assume because you can look very stupid, and even offend, should those assumptions be incorrect.
Here are a couple of examples of why you should never assume when it comes to a conversion opportunity. A patient accustomed to bifocals may not be aware of progressive lenses – they may benefit from varifocals and as such may be keen to invest in some. Someone who recently updated their glasses could be interested in purchasing another pair – they may not like the comfort or style, or perhaps they want a spare? A patient without a prescription change might desire a fresh look with a new designer frame.
A friend of mine, appearing disheveled due to an unfortunate tumble while walking his dog, attended an eye exam. His appearance led to the assumption that he was seeking budget frames and lenses. However, he intended to purchase Lindberg frames and bespoke free-form varifocals. His appearance and the pre-conceptions around it led to a missed sale of over £1500, which instead went to a rival practice. This serves as a reminder not to make assumptions based on appearances.
It is also essential not to prejudge a patient’s budget. When a patient says they don’t want to spend much, it doesn’t necessarily mean they’re seeking the cheapest option. They might have a specific price range in mind, such as under £100 or even £1000. Guide them through their choices and advocate for what you believe they should purchase. If your initial quote exceeds their budget, you can always offer alternatives with a clear explanation of the benefits they might forego. Glasses are a significant investment, often worn daily for several years, so prioritise their value over cost.
Accessories, drops and contact lenses
Just because conversion rates tend to be a key performance indicator and generally look at spectacle sales alone, it is important to remember that there are further ways that practices can increase the amount spent by a patient during their visit. Dry eye treatment, blepharitis treatment, spare cases, spectacle cords, magnifiers and cleaning sprays are all sold at a profit. They may not make big-bucks, but they are all contributing to sales.
Additionally, consider mentioning contact lenses to patients that are in your clinic. If they are good candidates and interested, why not follow that lead further. With many businesses offering a contact lens scheme, this could prove to be a strong outcome for the appointment and one that both ensures regular income to the business and frees your patient from full-time glasses wear.
It may be down-heartening if your conversions are struggling – but sometimes that is how clinics may go. Gently reminding patients of other ways you can help them also will help keep your managers happy, as well as providing that extra level of care to your patients.
There is always next time…
Following on from the last point above – sometimes there is nothing more that a patient wants or needs other than an eye examination. That is completely normal and should be expected and you shouldn’t be pushy or deceitful in trying to get that conversion or additional sale.
My experience with various independent practices has taught me that honesty and patient-centric recommendations, even if they don’t lead to immediate sales, result in loyal customers who spend when necessary. Such practices thrive due to their reputation as trustworthy places for eye examinations. This trust also ensures that patients accept changes to their prescriptions or spectacles when needed, fostering long-term professional-patient relationships.
Summary
There is a strong need to be of financial worth to your clinics to account for the shortfall in the fee received for the clinical services you provide. As you can see, there are numerous ways that optometrists can adopt effective strategies to boost conversion rates and dispensing values.
Remember to engage patients in discussions about their needs, discuss visual and ocular health concerns and delegate authority to other team members when you handover. These strategies can ensure that you are acting in the best possible way for your patient, whilst meeting the commercial targets you are being set.
Do you have any comments, or wish to share any further suggestions? Please share them in the comments below – I am always looking to better my clinics and other readers will gain great benefit to reading them too!
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