⏱️ 03:10 MINUTES OF READING
They are the most coveted customers, the ones that can only be won with patience and understanding: CHILDREN. Choosing together the frame that best suits them can represent a fun and informative experience for both.
In this article we want to tell you about a special type of customer that requires special consideration from opticians during the sales phase. We will also analyse the most popular trends in choosing the perfect frame for the little ones.
Of course, we need to ask the child this question: which pair of glasses do you want? Most answers fall into one of these two categories:
- I want the same glasses as…
- I want the glasses of my favourite superhero (their current idol).
This way, we already have two guidelines that can allow the optician to figure out which glasses to suggest.
On the one hand, children try to imitate adults, especially people they admire and people who listen to them. It could be a parent, an older brother/sister or even their best friend who also wears glasses. For this reason, besides technical frames, your collection must also include some with a more classic line that can remind adult glasses in miniature. It doesn’t matter if the frame is made of acetate or metal, they must look similar to those of the “adults”. We can overlook the colours for now; children always like them.
On the other hand, children may be inspired by a character from a cartoon, by a popular rapper or even by a superhero. In this case, apart from the shape, it’s also important to consider the colours! Of course we still need to find a frame that suits them, but especially the colours that represent their idol. Colours that are sober and that can always be worn casually but that hide a rebel soul, just like the idol our little adults admire and want to imitate!
And you know, being able to sell the right pair of glasses to a child means also conquering the parents and hopefully the whole family!
Analysing the situation through the eyes of a parent, you will be able to learn about the new needs that generate the different trends. We will discuss this later and list a number of points to take into account during the selection phase of glasses for children. The primary requirement is always durability and quality though.
We must also consider a small detail that cannot be ignored. Especially at the beginning, the child won’t be so happy about the glasses. They are often seen as a hindrance to their freedom of movement and as a task because they must pay attention to how to wear and how to remove the glasses without breaking them.
No product is indestructible but it’s still better if the child wears a frame of higher quality than average to ensure greater durability over time. Also the lenses can considerably increase the total cost, especially if you have to create them to correct a major ocular dysfunction. It is not the right choice then to choose an economic frame as if it were to break, it would be difficult to find the spare parts and it could be necessary to pay again for a new pair of glasses.
How can we help parents to make the child understand the importance of wearing glasses? It’s not a secret. Actually, the answer is very simple: we need to involve him and make him the central part of the entire process of choice. This way, the child will get the glasses he wants and it will be easier for him to accept and wear it. He will be happy about them and what initially was cause of discomfort will turn into a source of pride and uniqueness!
Unfortunately, not everyone thinks that it is important to listen to the wishes of the child and often they receive glasses that are functional, of course, but horrible to their eyes. This makes it difficult for the child to get accustomed to them and to create a routine that will allow him to wear the frame automatically and casually.
We recommend that you always remind customers, especially parents, that wearing a glasses is not like wearing a shirt that you may like or not but that has the sole purpose of covering the body. A pair of glasses is an instrument that must be worn for the physical and mental well-being of the child himself; the same way an adult would never wear glasses that he does not like, also a child will probably do the same. And as we said at the beginning, remember: a satisfied child becomes a loyal customer… he will soon return (not considering fashion, of course) because he will grow up and will need a pair of glasses that suits his new teenage needs!
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Good. As the previous articles showed us which tools we need to use to bring the customer in our store, now it is useful to understand how to establish a relationship with them and turn them into active customers. Possibly, concluding with the sale of a nice pair of glasses with progressive lenses! ?
Nothing is ever easy though. A sale doesn’t just mean giving some product in exchange for money. Selling is an art and so, even when it doesn’t come naturally, fortunately it can be learnt. You work closely with customers and tackle this topic every day, but have you ever thought about what technique to use, about an intelligent sales strategy?
Not everyone realises that smart selling consists in the analysis of the person you deal with, in understanding quickly what his needs may be, in being able to create new needs in the customer and suggesting the right product. That’s the secret, leading the customer towards his choice. But it’s so difficult, isn’t it?!
A good salesman knows how to sell. A great salesman knows how to sell himself. The choice is yours; which of these two categories will you choose to belong to? Being able to sell yourself means guiding the customer towards their purchase. A technique that is surely effective in the sales phase. But how can you do it if every customer is a different individual with a different approach to purchases?
There are customers who enter your shop because they are accompanying someone, customers who are attracted by some glasses they saw in your shop window, customers who want to know if you sell a product that they have seen in the newspaper or worn by a friend, customers looking for the best price and finally customers who need to buy a pair of glasses and have decided to do it right in your shop. The last example seems to be the easiest, right? If the client is convinced, has clear ideas and is motivated, what else do you need to close the deal?! But things are not like that and more than anyone else you should know it.
Even though a motivated customer looks easier to deal with, because he is convinced and thinks he knows what he wants to buy, the truth could be different. It’s now that you need to play “the game”.
Even if the customer has a specific model in mind or has already chosen, it often happens, especially in the eyewear sector, that the model he wants is not the one that suits him best, the colour doesn’t go well with his hair or he simply does not like it anymore. Did you ever lose a sale at the last minute because of a disagreement, some misunderstanding or non-alignment with the customer’s needs? How many times have you asked yourself what you could do to better understand the needs of the customer, to understand them even when the customer does not know what he wants and even if he is convinced that this is not the case?
In this case, the only thing we can do is use a tricky communication technique that in some situations, but not always, can prove to be very effective: delaying the time of purchase. When applied carefully, this technique is very effective. Beware though. It has some limitations that you need to take into account to avoid annoying or irritating the customer with too much insistence or with the wrong questions.
The type of customer who is really perfect for this technique is the one who, entering your shop, does not want to disclose immediately how much money he wants to spend and maybe asks for a specific model. It’s right then that you salespeople have an ace up your sleeve that you can take advantage of and take time. The people who ask for a specific model do it because they have already done some research on that product. It is appropriate then to establish a communication, apparently relaxed, based on anything that is not necessarily related to your products or the eyewear industry. In this case it’s important to establish a connection with those in front of you.
Ancient wisdom has it that the amount of time that passes from when you express a desire to when you satisfy it can only increase the pleasure of the final realisation. By delaying time with that customer, you can only get two precise results: on the one hand, you increase the customer’s impatience to have his request fulfilled (and you have to use caution not to cause boredom or disappointment), and on the other hand, by showing interest in him, you create a positive experience for him.
A different case is when the customer, even before saying hello, asks for information, for example, about the cost of a product:
in this case, it is quite clear how
“cost-oriented” he is and there’s really very little you can do. It does
not mean though that you have lost “the battle” if the price does not
correspond to what he wanted. You need to answer any question about the
price in a straightforward manner, paying great attention to non-verbal
communication and trying to figure out what sort of reaction the
information may have caused in him. The ability to observe can help you
to regain lost ground as it allows you to understand if there’s room for
negotiation and a way to learn more about the customer and his needs.
The proper approach could be a question about what made him choose that
specific model. This can significantly help to establish a dialogue with
him; a good step forward!
If you extend the time between the customer’s arrival in the shop and the moment his request is satisfied, he will be affected by precise dynamics: the customer will transform from a “motivated” customer to an “active” customer.
Sadly, there are times when your proposal or the initial choice is not satisfactory. What can be done if in the end the desired product is not suitable? We need to provide an alternative!!! Things become more difficult because a motivated client has just turned into a hesitant and disappointed customer. Suddenly, the certainty of having found the perfect pair of glasses for him has vanished. And now?
There is a rule in behavioural psychology that says: “give other people a choice to make”; it means that when facing a choice, our mind is manipulated towards that option. Of course, it is the customer who in the end will decide what to choose but the terms of the choice will have already been devised by you in advance. By then, you will have a great advantage.
A great salesman, through an open and reassuring attitude, including gestural communication, must be able to gain the customer’s trust, making him understand that he doesn’t need to be demoralised if he has not yet found the right glasses. Your professionalism allows you to provide him with alternative options that are based on the brief conversation you had with him and your curiosity towards his needs. This will allow you to make a final and decisive proposal. It’s important that you give the customer time to make his own choice.
That’s it. Your goal is almost achieved because by doing so you have sent this message to his brain: Okay, this optician thinks like me and understands what I need, now it’s up to me to make the final choice.
It is a matter of moments, intense tenths of seconds during which the customer decides whether to play that game or move on. If he decides to play, you will have the opportunity to start a dialogue. The customer will be “driven” towards a solution, whatever it is, though in line with its real needs.
This way it’s quite likely that your goal will be achieved. You will sell the glasses and obtain an active customer who will feel important and unique. A customer who after this positive and satisfactory experience will certainly return to your shop!
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After convincing your customers that a specialized shop is definitely better than an online store, how can you convince them that your shop is the right one for them? Here are some useful tips…
Nothing can beat vis-à-vis interaction with your customers, when it comes to trade. Luckily, most consumers still prefer shopping at physical stores rather than at online ones.
Through visual contact you, industry professionals, are able to understand the needs and desires of customers, but also listen to their complaints and take advantage of these data to build a specific marketing strategy. We all know that a strategy is necessary in order to establish a lasting and profitable relationship with them.
But you cannot achieve this goal by simply applying particularly low prices and offering advantageous discounts. Here you need cunning, creativity and strategy!
We are in the third millennium, in the digital age in which being constantly connected is part of everyday life.
How can we ensure the offline world coexists with the online world? Can it really be useful?
In the previous article « Low cost eyewear? Let’s be clear! » the Internet seemed to be your « worst enemy »; it’s true, sometimes it might be, but everything depends on how you manage to exploit it to your advantage!
Offline and online are two channels which can very well coexist and strengthen each other and which will allow you to offer the customer various tools to communicate with the company, creating a constant and lasting relationship, even outside the shop.
You will see that, even if not everyone, the more « modern » ones will very much appreciate the possibility of interacting with the staff and living a completely new shopping experience.
When we talk about offline communication we naturally mean channels that do not use the Internet, i.e. radio, television (although even this is now digitized), posters, printed paper, brochures and ordinary mail. Well, we know full well that this kind of approach is often no longer sufficient and not effective enough, I would say almost obsolete, don’t you agree? It takes something fresh, new and different that intrigues us and gives us new stimuli. Don’t you think? And here is a whole new and creative world, the online world, which involves tools such as websites, Google ads, newsletters and social networks. Yes, it’s true, it is no longer a world novelty, but still very underestimated. We are not suggesting that you stop using the old tools. On the contrary: join forces!
Before they come to you, consumers will have searched on the web. But what if you are not there? They would probably go to one of your competitors. That’s why we thought about putting together a few useful tips!
SITO WEB MOBILE FRIENDLY
Don’t you have a website? Have you had one for some time, but have not changed it for years? Do not delay. By now, this should be your business card. You don’t want to look old-fashioned, right?! Build or modernise a website and perhaps even a mobile-friendly blog, i.e. one adaptable to mobile devices. Do you know that the chances of a customer logging on from a smartphone or tablet are very high? Today, with the software available online, anyone can create a nice showcase on the Internet, but don’t go it alone. Rely on someone who is able to develop not only the mobile-friendly site, but also a site with SEO. SEO is a strategy to increase the exposure of your website by improving search engine ranking. All this is useful because only 1 shop out of 3 has a functioning website and only 1 out of 2 is optimized for mobile devices. It seems complicated, but in fact it is only a matter of small adaptations and initial settings.
SOCIAL MEDIA
It is a well-known fact that everyone or almost everyone has their own profiles on social media like Facebook, Instagram, Tweeter and many others. This does not mean you need to be present everywhere. Choose a channel that suits you and keep it active.
All the logos of the social networks on which you are present must always be indicated on the traditional printed information material, by means of a small banner; customers will be able to identify at a glance where to find you online. Because you do want them to find you, right? Who still looks in a traditional phone book? Exactly, NO ONE!
REVIEWS
Asking customers to leave online reviews (on the website or social media) is also a simple and effective way to receive feedback on products or services offered, and why not, even on improvements to be made? Constructive criticism and advice are welcome when it comes to enhancing sales and strengthening customer relations! Don’t you agree?
CHECK-IN
Mobile check-in in the shop: just a small sign at the entrance to invite customers to post their visit to your point of sale on social networks through geolocation. In a nutshell, make sure that your customers make it known to others that they are in the shop and that they are enjoying a unique experience. This is not possible by visiting the online store. Be creative and consider a small incentive to prompt them to act! After all, the more they talk about you the better!
CONSTANCE
Remember the repetition: it’s not enough to create a blog or send off some newsletters every year; you need perseverance and continuous presence. The web is quickly forgotten, so you must always be active!
SHARING
Finally, invite your customers to share photos with newly purchased eyewear on the shop’s Instagram page. Consider taking the photo yourself and posting it on your favourite channels. It could be your website, Facebook or Instagram. Create a hashtag, i.e. a keyword that can identify you; let it be preceded by # (hash key) and associate it with the image. Simple isn’t it? Alternatively, you can also encourage customers to do this work for you. The choice is yours.
These are just a few tips that seemingly may seem strange and complex, but don’t be afraid because it’s not that difficult. If you’re just starting up, focus on only a few tips and start from there, then expand your offer. There is no need to do everything at once. Take one step at a time, but do it well and with quality. You’ll see that, in time, you’ll attract more and more customers and a young and, in particular « connected » target.
Remember that the winning strategy will be to offer professionalism, integrity and concrete answers. This way you will achieve your goal – to be connected to both the online and offline worlds.
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