1 Colour is king
Try to move your client away from safe black, browns and tortoiseshells as this typically limits them to one pair which ‘goes with everything’. Understanding your client’s colouring by looking at their combination of hair, skin and eye colour, and finding out colours they wear and feel great in, is key to this! Opening up your client’s mind to colour is one of the biggest keys to multiple dispense sales.
2 Glasses are personal
Don’t inflict your personal tastes on your clients – find out who they are. Where they like to shop, the sort of car they drive, where they enjoy going on holiday. Observe their clothing; if they like tailoring, they are more likely to be drawn to eyewear, which is understated, elegant and high quality. If they are fashion forward don’t be afraid to show them your most extreme styles. Whoever they are, help them to look and feel the best version of themselves. Understanding the different style personalities and the corresponding eyewear is key to this.
3 Be trend aware
It’s important to stay ahead of fashion trends in both eyewear and clothing. Knowing what colours, fabrics, prints and styles are on trend each season helps you distinguish between those seeking high end fashion styling and those who prefer a more relaxed look. Each styling personality will have a different relationship with fashion but by positioning yourself as an expert, you can guide clients to their most suited styles.
4 Ditch the DO jargon
There’s nothing that kills a styling consultation like hearing all about the abbe value, or the technical details of a frame or lens. To sound like a credible stylist, you need to release your inner Gok Wan. Initiate excitement for your client about looking and feeling fab in their eyewear. Speak like a stylist: point out how the frame highlights their best features and compliments their colouring style, rather than boring them with the technical detail.
5 Buying behaviour
Are clients emotional or rational? Emotional purchasers are often a lot more animated during the styling process and will buy something if they love it. They will often purchase on impulse and justify multiple pairs if it makes them feel good. Rational purchasers are much more considered and will need your help to justify how those two pairs for different looks are going to work for them.
6 Multiplicity
As optical professionals we love being asked about our personal preferences, as it makes us feel valued as an expert. However, you may be losing out on a multiple pair dispense by giving away your opinion too soon. Instead of jumping in with ‘which one you like best?’, Why not try saying ‘well all three of those look great, this one works for x, this one for y and this one for z.’ Very often your client will stop and consider all three. I’ve done multiple dispenses of four pairs or more this way.
7 Transformations
Many clients are desperate for a new look in eyewear but are often afraid of change. Encourage them to consider their whole look. We have a dedicated styling area where clients spend time adjusting to new looks. We encourage them to bring in accessories/outfits to help give them confidence to embrace their own individuality. If you can be the one to empower them to make a change, they won’t ever want to go anywhere else again. Transforming the way your practice operates is essential. Are you, your team and your practice inspiring your clients? If your whole practice is inspirational, colourful and stylish, your clients will trust you to help them on their journey of transformation.