It’s Possible to Sell More Youth Sunglasses
By Kayla Groves July 07, 2020
Youth sunglasses are one of the hardest sells in the optometry business. You can ask any optometrist or optician, and typically they will tell you that they do not sell a lot of youth sunglasses. When it comes to children, parents tend to steer clear of purchasing sunglasses for them. Mostly due to cost and lack of knowledge. UV rays are incredibly damaging to the eyes, and kids need sunglasses, but how can we get parents to purchase them?
Here are a few suggestions to help your practice sell more youth sunglasses:
Most Optometry practices do not carry enough youth sunglasses. Due to a lack of sales, they keep the bare minimum and limit the options available. Not bringing in enough youth sunglasses is a mistake. Your practice should have a decent amount of youth sunglass frames. If you only carry three youth sunglasses, you will not sell them. People gravitate to options, and if you limit the number of frames you have available, you limit the amount you are going to sell. At the bare minimum, you should stock at least 12 youth sunglasses. It would be best if you had a decent mix of gender-specific glasses and a mix of unisex frames. Typically, Children's frames wholesale at half the value of an adult frame. Your mark-up on youth sunglasses should be lower than your average mark up because most of your profits come from the lenses and not the frame. You do not want to deter people from purchasing their children's sunglasses, and you should consider offering a discount on buying a second pair. Children are rough on glasses, so make sure you carry suitable quality frames and provide a warranty when something happens. Offering a warranty leaves the patient with a confident mindset. They know that if little Jimmy breaks his glasses, you are going to fix them. A good quality pair of sunglasses is an investment. Please make sure the patient is getting their money's worth and reinforce your involvement with the process.
Knowledge is a powerful tool, and many people lack the knowledge to care for their eyes properly. Eye care professionals must make sure patients are adequately informed. Anytime a child is in your office, it is your responsibility to educate the parents on proper coatings to help protect their children's eyes. When the parent is looking for a pair of sunglasses, make sure you point out that their kids need them as well. Every optician should have a pitch that helps them relay information to the patients. Here are a few key points you should add to your pitch:
Mention to them that UV rays can cause irreversible damage to the eyes. Such as cataracts, AMD (age-related cataracts), and photokeratitis (sunburned eyes).
Mention to them that UV lights are reflective and can bounce off surfaces, such as water, snow, concrete, and grass. Merely staying in shaded areas or wearing a hat will not protect your eyes from reflective surfaces.
Let the patient know that polarized lenses will block out reflective light and eliminate glare. These lenses are perfect for children who participate in outdoor sports. Polarized lenses help reduce glare and help the wearer achieve crisper visibility.
Children need the same amount of protection, if not more than parents need. Express the long-term effects of not wearing proper eye protection and make sure they truly grasp the concept.
Let the children pick out their frames. Make sure it fits properly and the shape suits their face, but ultimately let them choose. Express to the parent that children tend to take better care and wear frames more often when they pick them out.
If the parent is adamant against purchasing sunglasses for their children, mention the benefits of photochromatic lenses. While a polarized pair of sunglasses is ideal, adding a photochromatic lens to their children's current glasses is a cheaper, more convenient alternative. Here are a few key points to help you elaborate:
Photochromatic lenses are perfect for children because they do not have to switch back and forth from one pair to another, eliminating the risk of losing one.
Photochromatic lenses adjust to lighting conditions and provide the wearer with the proper amount of tint needed.
Photochromatic lenses block out 100% of UV light.
Make sure the parent is aware that most photochromatic lenses will not adjust in the car. The windshield of a car has a UV blocker built into it. Typically. Photochromatic lenses are only activated by UV lights, making them perfect for direct sunlight activities.
Youth sunglasses are not difficult to move and can add huge profits to your bottom-line. You do not have to stick to a particular method. If what you are doing is not working, continually tweak your presentation until you see those profits rise.