As an eye care professional (ECP), you may have encountered patients who, despite receiving excellent clinical care, walk out of your office without making a purchase. According to Kayla Ashlee, ABOC, CEO of Spexy, the key to increasing your optical capture rate lies in communication and trust, as she discussed on the Innovation Stage at Vision Expo West in Las Vegas, Nevada.
BUILD TRUST FROM THE START
Ashlee compares the importance of trust in eye care to a personal experience she had when dropping her son off at daycare. One day, she saw a staff member in the baby room who usually worked with older children. The moment she noticed the staffer didn’t seem comfortable holding babies, she lost trust. “It’s the same with patients,” Ashlee explains. “If they don’t trust you, they won’t return.”
This analogy resonates within the optical industry. Unlike other medical fields, optometry blends health care with retail. Providers are trained to be doctors, not salespeople. But patients are quick to spot inauthenticity, and if they feel you’re faking it, they’ll lose trust in your recommendations.
TRAIN STAFF TO INFLUENCE, NOT MANIPULATE
To help ECPs sharpen their communication skills, Ashlee relaunched her Spexy Optical Course, which will be fully available in October 2024. She emphasizes that every touchpoint in the practice—from the front desk to the technician, doctor and optician—should be rooted in influential communication. Everyone in the office plays a role in boosting sales.
“But influence isn’t the same as manipulation,” she says, highlighting key elements to focus on during patient interactions to make a lasting impact:
- Choice of words
- Tone and inflection
- Body language
- Gestures
- Active listening
Training staff to master these elements can dramatically change how patients perceive the practice.
INCREASING PATIENT ENGAGEMENT
Ashlee encourages teams to move beyond the yes-or-no script in patient interactions. For instance, instead of asking, “Do you want some water?” she suggests, “I’ll get you a beverage. Take a look at these new frames here, and I’ll meet you over there.” By steering the conversation toward a specific action, you’re already planting the seed for the patient to engage with the products.
The same logic applies when handling common situations like scratched lenses. Instead of asking, “Do you want me to fix them?” opt for something more assertive: “I noticed your lenses are scratched. We can fix them right here and now.” This approach subtly encourages patients to act without forcing them into a corner.
When a patient only wants what their insurance covers, Ashlee advises reframing the discussion. Rather than saying, “Do you want to stick to a similar style frame?” try asking, “Will your new frames be more sleek or classic?” This question implies the patient is ready to explore different options, even if they initially felt restricted by insurance.
Body language is another crucial factor. Ashlee stresses the importance of having opticians step out from behind the desk, face the patient directly and make eye contact. “Try to hold eye contact long enough to notice the patient’s eye color,” she suggests. This simple gesture can create a more personal connection and build trust.
THE RIGHT TOOLS CAN HELP
Ashlee also mentions practical tools that can support these strategies. Having an autolensometer in the pretesting area allows staff to easily address scratched lenses during the initial examination, positioning your office as a one-stop solution. A well-trained optical staff that can influence without manipulating and use excellent technology and communication skills can help build patient trust and increase optical sales.
Listen to a WO Voices podcast where Liza Amlani discusses the opportunity for both online and in-store shopping and branding your practice as a one-stop-shop for fashion and optical needs.
Listen to a WO Voices podcast where Samantha Hornberger, OD, encourages sales and discusses how everyone, from patient to staff to community, benefits.
