Download Strategies for Dealing with Price Objections: Costs over time: the

Strategies for Dealing with Price Objections:
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Costs over time: the average person wears their eyeglasses 2.3 years. This is close enough to
1,000 days that to figure the average costs per day one just moves the decimal over 3 places.
Example: Eyeglasses cost: $350 would cost the patient .35cents per day. I always comment –
what can you spend .35 cents per day on that delivers that much value. Price is what you payvalue is what you get. Also consider if you paid $350 for a suit and wore it 14 hours per day – 7
days per week for the next 2.3 years. You would certainly consider that a bargain. Now consider
what your eyeglasses enable you to do on a daily basis.
Relative value- this strategy gets the person to consider what else they spend their money on
and what they get for it. Common comparison- Dining out, eating in a favorite restaurant. Not
uncommon to spend $40-$50 for a couple dining out at Outback or Olive Garden. How many
times will they dine out during the next 2.3 year. Let’s say it was once a month for the next 27
months- that would be over $1000. Now ask this question, besides enjoying an evening out and
a good meal- what lasting value does one receive from the experience? The average person
wearing glasses who spends only $250 for their glasses, will spend an average of .25 cents per
day for vision care, while paying $2.00 per day for cable television service or 8 times as much
per day for cable service as they pay for vision care.
Separate the difference- when a patient is offered enhancements that increases the price of
their eyeglasses from $250 to $400, never talk to them about a $400 decision. This is a $150
decision when you separate the difference between what they normally pay and what the
amount is for the enhancements.
Packaging popular enhancements – Top down dispensing is the most effective method in
today’s market of multiple applications and benefits. Package AR coating and Transitions as the
best overall package for your presbyopic patients. Always ask this patient two questions: Do
you have trouble reading signs at night? Have you noticed you are more light sensitive in bright
sunlight? We know as one ages, they have difficulty with low light, small print, dark adaptation,
night vision and bright sunlight. These two lens enhancements make a perfect pair as they let
more light in when the patient needs it and filters bright sunlight to provide comfort in bright
sunlight outdoors. Offer a discount when purchasing both lens enhancements and always show
them how much their insurance provides toward their vision care.
Dear____________
Our records indicate it has been over three (3) years since your last eye health exam. We are concerned
about the health of your vision.
If you have decided to go elsewhere, we will be glad to forward your records.
In the case you have not gone elsewhere and simply overlooked this important health issue, we want to
encourage you to contact our office and make an appointment. If you do this within the next 30 days
we are offering a special “ Welcome Back” package.
However, if we do not hear from you in the next 30 days, we will place your name in an “ inactive file.”
Please let us hear from you.
Your name
Contact number
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This re-activation letter is a simple reminder to patients who have not responded to previous
efforts to recall.
Sending just three per day will allow your office to contact an average of 60 patients per day.
The ‘welcome back’ package can be of your office’s choosing. Some use gift cards for
restaurants of in the local area.
Telling the Best Story
Facts about vision and the eye can provide interesting information and make the best story
even more memorable. And this information adds to your credibility and to the patient’s
appreciation of the importance of healthy sight counseling.
Some useful and fun facts:
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The human eye blinks approximately 11,000 times per day which equals over 4,000,000
times per year.
The eye is approximately the size of a ping pong ball that contains over two million
working parts.
The average healthy 20 year-old eye allows up to three times more light than the
average 60 year-old.
During the course of the day as your eyes adjust to different types of lighting conditions
and focal distances, scientists estimate your eyes will expend the same amount of
energy that your leg muscles would expend if you walked 50 miles.
Light travels at 186,282 miles per second. That means in the snap of your fingers, it has
encircled the earth 7.5 times. When light enters your eye, your eye does three things
with the light. It changes the speed, direction and amount of light.
Sometimes the eye needs help with the direction and the amount.
When light enters one’s eyes, it is focused to the back of the eye where over 130 million
photoreceptor cells convert the light and the image into electrical-chemical impulses
that are sent via the optic nerve to the brain to give us our perception of the world
around us.
The conversion of that light into electrical-chemical impulses is one of the highest
metabolic activities in the human body.
An April 2007 USA survey asks consumers ‘ what is your greatest health fear as most
negatively impacting your life style? Two responses tied for first- being paralyzed and
loss of vision.
Yet the average person sees their dentist three times more often than their eye care
professional.
The eye and the brain which compose 2% of our total body weight consume 25% of
nutrition.
Over 50% of all Americans over age 65 develop a cataract.
The odds of developing macular degeneration are 30% by age 75.
In the USA today:
an estimated 80 million people have potentially blinding eye disease.
3,000,000 have low vision.
1,100,000 are legally blind.
200,000 are severely visually handicapped.
There are four types of glare: Distracting glare- caused by reflections off of uncoated lenses;
Disarming glare- glare that occurs when going from indoor lighting to outdoor bright sunlight
between 3,000- 10,000 lumens causing ocular discomfort, squinting, reduced contrast and
slower dark adaptation; Disabling glare- over 10,000 lumens and causing ocular discomfort,
reduced contrast, slower dark adaptation and blocked vision; Blinding glare- reflected light that
blocks vision, causes ocular discomfort, reduced contrast and inhibits night vision. The
automobile insurance industry tells us of 18,000 reported accidents per day- in up to 6,000
accidents, one of these four types of glare is a contributing cause of the accident.
Always ask: Do you have trouble reading signs at night? Have you noticed you are more
sensitive to bright sunlight? A dual problem with light many of your presbyopic and light
sensitive patients experience. This calls for a prescriptive plan of treatment – AR Coating,
Photochromics and a polarized solution.
In the year 2006, the first wave of 78 million ‘baby-boomers’ turned 60. From that day until
2024 there will be one person turning 60 every 7 seconds .
It is estimated 13-15 million baby boomers are primary care givers for elderly parents.
Best Practices never use the word “ covers” in the same sentence with insurance. They always
state: “ Your insurance contributes to the cost of your care today.”
Patient knowledge is power. The more you know about your patients- the more power you
have in terms of loyalty. Patient knowledge comes from: observing, listening and recording.
“ Our duty is to fully and honestly advise our patients of all that will restore, maintain and
enhance their vision.” (AOA Oath)
Every one deserves the opportunity to enjoy ‘enhanced vision’!
The Presybopic Years
Beginning in the 40’s one begins to experience the first effects of aging and the following
changes will take place:
Problems with small print, low light,dark adaptation, night vision and bright sunlight.
Higher incidence of floaters and dry eye.
More susceptible to high blood pressure and glaucoma.
Also at risk for diabetes, the leading cause of blindness among working age Americans.
By age 60, one has only 1/3rd of the light entering their eyes as when they were age 20. By 65,
cataracts may begin to develop and by age 75- up to 30% are at risk for macular degeneration.
Patient Summary Statement:
“Mrs.Taylor, there have been some changes in your vision and we are going to have to do some
things differently. Fortunately, there is NEW TECHNOLOGY that will allow us to address these
issues better than ever before.”