Let’s head over to the optical department and examine an all-too-typical scenario!
Does something like this ever happen to you?
Your patient/consumer is directed to the optical. The doctor has advised AR for the patient. You and I know that many times the patient will not complain to the doctor that they aren’t going to follow doctor advice, because the patient doesn’t want to disappoint the doctor. So they save it for you, right?
Consumer: “The doctor tells me I should have the AR lens! If that’s the smeary coating they put on my lens last time then forget it! I couldn’t keep my glasses clean!” {Or something like this)
So what do you say?
Please, all big brains chime in and share your wisdom, how would you handle the above scenario?
Here’s what I’m thinking:
If you go straight to trying to fix the problem, you’re sunk! From the consumer point of view, it sounds like “Blah blah blah yada yada sale sale!” People, just like you, want to know that they’ve been heard, before allowing any resolution to their issue. To be heard is to be acknowledged! People don’t care how much you know until they know how much you care!
You might say: “You know I felt the same way at one time! In fact, some of my very best “clients” have expressed the same feeling that you have about AR and after I assured them that the advances in AR technology now make it very easy to keep the lenses clean, they include it again! You might ask “why” and I’d say that “the “downside” of leaving AR off of your lenses will reduce your vision by easily 10%. Did you know this?” (Wait) “And the lenses will be more susceptible to scratches without AR! And I have to imagine you don’t want either of those negatives; would you agree? The smudges would be on the lenses even without AR and then you’ll have smudges and reduced vision! My advice for you, as it is with others, is stay with AR so you’ll see as sharp and crisp as your prescription will allow and I’ll show you how to touch them up with ease between cleaning. Does this information help you understand why you’ll want to include AR?”
Note in the example above that we didn’t “run to the rescue of the product” and “Justify”! Always acknowledge first! Then empathize with them by letting them know they’re not alone, then present the downside, risk, or danger if they don’t include it along with the benefits they’d forfeit, then check in for understanding, then offer advice while recapping the clear benefits {Not features! Benefits!!! A benefit always expresses precisely what’s in it for them. “AR stops glare from oncoming headlights” is NOT a benefit! It’s a feature and a weak one at that. “AR provides about 10% better, sharper, and clear vision” IS a benefit. People buy benefits!) Then, finally, provide a solution and then check in for acceptance of the solution!
Imagine that you’re going to engage your consumer; soon to become your trusting optical client, by having a conversation and including them in the conversation. No one appreciates being talked at and justifying your product to a non-believer without first acknowledging the concern will not build a relationship of trust. Know the benefits of all of your products and enjoy dominating your dispensary!
What do you think? Is this a good way to be prepared for that same old issue? Tell your colleagues what you think!
Mark, eYeFacilitate