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.
• 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.
BACK UP GLASSES ARE A MUST
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
• 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