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The customer journey

The customer journey. – Touchpoint eight. Choosing frames & spectacle lenses. Touchpoint eight. Choosing frames & contact lenses. Why people buy The sales model Handling objections Upgrading Action planning. Choosing frames & contact lenses. Why people buy

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The customer journey

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  1. The customer journey – Touchpoint eight

  2. Choosing frames & spectacle lenses Touchpoint eight

  3. Choosing frames & contact lenses • Why people buy • The sales model • Handling objections • Upgrading • Action planning

  4. Choosing frames & contact lenses Why people buy We make buying decisions based on a combination of emotional and logical reasons • It makes us feel good (emotion) • It solves a problem (logic) The dispenser must aim to satisfy both of these needs to ensure success long-term

  5. Choosing frames & contact lenses The Sales Model ‘People buy people first’ • Introduction - Build a rapport • Information gathering - Establish patient objectives • Product presentation - Educate & inform • Recommendation & advice - Explain options • Confirm interest – Obtain commitment

  6. The Sales Model • Introduction - Build a rapport Use general open questions to put the customer at ease. More nervous people will require more time to develop a rapport. • Information gathering - Establish Objectives The use of specific ‘open’ questions will help to reveal an individual’s wants and needs

  7. The Sales Model 3. Product presentation - Educate & inform Use features to describe products and always link them to benefits personalisedfor the customer 4. Recommendation & advice - Explain options Reinforce options and point out balancing factors to allow an informed choice to be made • Confirm interest – Obtain commitment Close the sale

  8. Handling Objections The main objections are… • Disinterest – true objectives may not have been identified • Concern – that the product will not do what you claim • Inability – of the customer to make a decision

  9. Handling Objections Mostly resolved by… • Reviewing customer’s needs & objectives • Restating key features & benefits • Confirm interest • Restate recommendations • Ask for the order Note: You may have to offer alternatives

  10. Upgrading There are 3 aspects of upgrading which can be applied within the practice • Personal • Practice • Product

  11. Upgrading Upgrading model Maximise sales by offering three levels of product. • Good • Better • Best Remember to start with the best option first

  12. Choosing frames & contact lenses Action plan • Ensure all staff especially dispensers are familiar with features and benefits and how to apply them.

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