Back to School: Pro Sales Tips and Strategies on Selling Frames to Parents and Kids

Robin Brush is the Training and Education Manager for Safilo North America, providing educational seminars on a variety of topics. An ABO-certified optician, Robin has worked in optical for the last 26 years with a focus and purpose to educate and lead others to see their true potential.

Selling childrens optical glasses can be a tough venture! Especially when you are trying to balance the needs to both the parents as well as the children. We have summarized some of the top tips on how to present eyewear which will hopefully help make the process seamless for you and your staff.

vision test • Make children feel part of the decision-making process to ensure they will wear the glasses. Ask what colors they like best and what styles make them feel confident.

• Explain to parents how important it is that their child wear glasses that make them feel most confident. If a child loves their glasses or feels like they had a say in what they picked out, they will ultimately wear them.

• Present children and parents with the best-fitting styles and explain WHY they need glasses and HOW they are going to benefit from WEARING them. Do this by reviewing daily and weekend activities such as gaming, sports (indoor/outdoor), and computer usage (TikTok!!).

• Ask lots of lifestyle questions because it will almost always lead to more than a one-pair purchase, and add-ons such as non-glare, transitions, sunglasses, etc. Present the options, then stop talking. Let the child and parent make the choice on product and price.

quotes SPEAK & SELL DIRECTLY TO CHILDREN AND ASK LOTS OF QUESTIONS TO MAKE IT RELEVANT TO BOTH THE PARENTS AND THE KIDS

BACK UP GLASSES ARE A MUST girl profile

Educate parents on how long it will take to get a replacement pair of glasses should one pair break or go missing and, that during this time, their child will now attend school without corrective eyewear and could suffer from blurred vision, headaches, and more.

TOP WAYS TO MARKET TO KIDS

MULTI PAIR DISCOUNT

Confirm your multiple-pair discount and package pricing ASAP. Remember, online retailers are catering to parents by enticing them with inexpensive eyewear.

RETAIN BUSINESS

Parents should know that getting another pair of glasses from your office is essential for their child. Your office is the place to purchase them.

EDUCATE STAFF

Educate all office employees on your multiple-pair discount and eyeglass package pricing. Anyone with a patient touch point – in the office or by phone – needs to promote your optical, and specifically, your back-to-school offers whenever the opportunity arises.

• According to research, in-store promotions and POP (point of purchase) materials are the most helpful in selling eyewear to children. Are you advertising your multiple-pair discounts, package pricing or back-to-school promotions throughout your office, on your web page, Instagram, and Facebook?

• Display the latest POP materials throughout your office to attract patients to the display with the logos and colors associated with their favorite brands.

• Engage them in the display by having a wide assortment of their favorite brands to choose from.

• Motivate them to purchase by being knowledgeable about the brands and what children are looking for in eyewear in 2023.

THE HOTTEST TWEEN/TEEN EYEWEAR BRANDS

KSP 2023 Kids 0488 ADV_21x29.7cm_NoLogo