Richard Pakey describes a simple process to discover whether your stock of frames reflects what your customers actually want
Your clients need new specs. They want Cartier. Sometimes they don't need new specs but they see something they like and they want it anyway.
When people buy specs they make what's called a considered purchase. Unlike a can of beans which they just pick up and put in their supermarket trolley, they think a bit more before buying specs. They consider their options. And as much as they believe it's their brain that makes the ultimate buying decision, it's actually their heart that decides. The brain only justifies it.
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