Handling enquiries about contact lenses effectively requires knowledge as well as questioning and listening skills. What to a potential patient can seem a very straightforward question, ‘How much are your contact lenses?’, is in reality one that requires a great deal of information about the patient concerned if an accurate answer and quotation is to be supplied. The typical scenario is that little information is known about the patient. At the same time, the prospective contact lens wearer understands very little about the process of being fitted with contact lenses, what choices are available to them and how to go about buying them.
A useful exercise is to look around the practice, through the eyes of the patient, and discover whether or not there is any information about contact lenses. For many, cost is a long way down the list of answers they need.1 Whilst cost must be addressed, most people will pay for products they perceive to be delivering good value to them.
Enquiries over the telephone
It is important to recognise that when the ‘How much?’ question is asked, this does not necessarily mean the person is shopping around for the cheapest price. Whilst the local competition may, on occasion, check prices by mystery calling, this is not a daily occurrence so it is best not to be suspicious of the caller being a member of staff from the opposition!
Furthermore, treating the caller with a genuinely helpful attitude has a significant impact. Asking ‘How much?’ is likely to be the only question a non-contact lens wearer can ask in order to start a conversation about contact lenses and gain more information. From this standpoint, all staff need to be conscious that the ‘How much?’ question can give the misconception that the enquirer is a very ‘price-driven’ consumer, when they just need more information and reassurance that choosing the practice for their first contact lens experience is the right decision.
Telephone etiquette
There are several elements to be conscious of when answering the telephone:
- Answer with a warm, friendly voice
- Smile – this can be ‘heard’ over the phone
- Use an opening phrase such as ‘Hello, this is <insert name of practice>, how can I help you?’
– this gives the caller time to prepare what they are going to say
– the name of the practice confirms they have called the correct number
– ending on an open question allows the caller to state why they are calling
– staff name is optional in the opening, and introducing yourself by name during the call can be done when the moment feels right, eg ‘I’m Kate, and I’m an optical assistant here.’
- Use the caller’s name – people like it, this increases the friendliness of the call and feels more welcoming
- Telephone personality is important:
– friendly
– cheerful
– enthusiastic
– helpful
- Do not interrupt the caller – this is rarely positive. The caller needs the opportunity to convey their ‘story’ and ask questions based on their personal situation.
- Be patient and listen carefully to every detail mentioned by the caller – small pieces of information can make a big difference to the overall advice.
For someone who is new to contact lenses and, as such, could be classed as a ‘contact lens considerer’, they know very little about the range of contact lens products available. This is why they have to fall back on the only question open to them which is the price question, ‘How much?’. It is quite natural to fall into the trap of this preliminary question and assume that the practice is being judged on cost alone. Of course, cost must be discussed during the enquiry as a helpful guide.
Key ingredients
An initial telephone enquiry could be the very first time someone has contacted the practice, and this is the time to make an excellent first impression. During the call it is important to build rapport, create interest for the caller coming to the practice and finally to make an appointment.
- Engage in conversation – especially fact finding about the person making the enquiry
- Provide the opportunity of an appointment (perhaps for an initial eye examination consultation – to determine the up-to-date spectacle prescription which in turn dictates the variety of contact lenses available)
- Remember that cost will be the only determining factor if the prospective patient does not get any more information (eg about the types of contact lenses available and why they are popular)
- Take charge of the conversation.
Building rapport
Being efficient over the telephone is sometimes perceived as an ability to keep the call short. When someone is enquiring about trying contact lenses for the first time, they must not be made to feel rushed or hurried in their discussion. They must feel that their questions have been answered, as well as gaining unexpected helpful insights along the way. This is perhaps the most skilled part of handling a telephone enquiry. Rather than simply providing the answers to the caller’s questions, the call is controlled by reversing these roles and asking the caller some detailed questions that inherently promote rapport and a feeling of trust and confidence in the practice.
Interest in the caller
Discovering a few key pieces of information about the caller shows a genuine interest and generates a feeling of friendliness:
How did you come to hear about us?
This question immediately provides key information about whether or not the caller has visited the practice before and had a consultation in the past (in which case their records can be located for further information purposes, eg spectacle prescription). It could be that a friend of the caller has recommended the practice, so do ask about their friend and who they are so they can also be thanked for making the recommendation. ‘It’s lovely of <insert name of recommending patient> to recommend us to you – we do appreciate that. Please thank <insert name of recommending patient> for recommending us to you.’
What makes you interested in trying lenses?
This question provides the ‘back story’ on what has led them to the idea of wanting to try contact lenses. Not only does this give them the opportunity to talk about themselves (which indirectly makes you seem interested, friendly and likeable) but it also provides useful pieces of information which may lead to certain contact lenses being more suitable for them. (eg phrases like ‘I travel a lot’ means that talking about daily disposable contact lenses is especially relevant to ensure there is no need to pack and carry solutions with the lenses, and having multiple lenses are so compact and great for travel).
Don’t rush or make the caller feel hurried
Remember that the caller cannot see how busy you are and how many people may be in front of you waiting for your attention. If there is a long queue of people, explain this situation to the caller and that you would like to ensure you give the caller the time they need, so ask if it would be OK to take their number and call them back in a few minutes. Most callers are reasonable and are likely to be at work or at home where a small delay in their enquiry being answered is perfectly reasonable given ‘how busy the practice is’ – which also creates a positive image of the practice being successful. Direct the caller to the practice website for further information.
Ask specific questions to uncover what their contact lens needs might be
Simple questions such as ‘how long have you worn spectacles’ is a good opening question – followed by ‘and what do you mostly need to wear your spectacles for?’. This may help to reveal that the person has astigmatism (and may need a toric lens) or that they are presbyopic (and will need multifocal contact lenses).
Dealing with price
Clearly it is not possible to provide someone with a precise quotation on the exact lenses they will be prescribed until the fitting appointment has taken place. However, this is not a good reason to avoid the price enquiry simply because the possibilities are endless! Instead, consider what the majority of contact lens wearers use in your practice. What is the most popular lens type? If, for example, daily disposable lenses are typically the first product of choice for most people, use this fact in answering the query. ‘Our most popular lenses are <insert type of contact lenses> and these cost <insert price – including any details of a payment plan> which includes <list all the services provided to the patient for the price being paid – eg consultation, products, instruction on handling lenses, ongoing appointments to monitor progress, etc>’. End this with ‘how does that sound?’ – which then allows the discussion to conclude and an appointment can be offered, or the opportunity to ask further questions is also made possible.
What if the prescription is complicated and special lenses are needed?
Most callers are reasonable. In the more unusual case of the person having more complex requirements (eg high astigmatism that requires a made-to-order toric contact lens, referred to as an ‘Rx toric’ product), the price response can be followed by ‘so depending on what <insert name of contact lens professional> recommends, the price for your consultation, contact lenses, instruction, and ongoing appointments would be around <insert price>.’
‘A small number of people require special made-to-order contact lenses. If this is the case for you, and specialised lenses are required, we would be able to advise you on this after your initial consultation when we know your exact requirements.’
Enquiries in person
Should an enquiry be made in person, this creates an excellent opportunity, even if the person is new to the practice. The same key approach applies – the need to get to know the person and what has generated their interest in trying contact lenses. If they are wearing spectacles, the prescription can be measured on a focimeter to understand their prescription needs and to uncover the likelihood for them having a very wide range of options (spherical prescription, cyl smaller than or equal to 0.50), if they need a toric lens (cyl 0.75 or higher) and whether or not they would benefit from multifocal lenses (spectacles are varifocals, or the person has a separate pair of reading spectacles). It is helpful for customers to be able to distinguish staff who have been trained in good contact lens product knowledge, for example, sporting a badge saying ‘Ask me about contact lenses’. This may be sufficient for someone who has never even thought about contact lenses to strike up a conversation.
With the person in the practice, there is the opportunity to showcase the practice and explain the journey to becoming a contact lens wearer:
Step 1: The eye examination determines the current spectacle prescription on which the contact lens specification is based
Step 2: Initial fitting appointment where the eye care professional (ECP) advises on the options for the different types of contact lenses, and apply the lenses for the patient
Step 3: The instruction – where training is provided on how to wear and care for the lenses (eg lens application and removal)
Step 4: Review appointment – where the eye care professional assesses how the lenses are performing and any fine tuning adjustments which may include trying an additional type of lens
Step 5: Ongoing reviews – to ensure the best vision and comfort is being achieved. ‘New types of contact lenses become available throughout the year, and here at <insert practice name> we pride ourselves on ensuring you’re always wearing the best lenses for your eyes in terms of comfort, vision and eye health’.
In the case of a brand new wearer, offering them the opportunity to touch a contact lens by using a disposable trial lens is invaluable in breaking down the barrier of how a contact lens might feel. Do explain that ‘a contact lens feels a bit like a rain drop – cool and wet’. Creating interest and excitement about trying contact lenses is very rewarding, as this is often life-changing for the wearer – this is also the case for teenagers and younger children who gain all the practical advantages of being spectacle free, as well as the impact this has on how they feel about their appearance.
At the very least, even occasional contact lens wear helps to make everyday life more convenient than spectacles that steam up on opening the oven door or become covered in rain drops in wet weather. In sunny weather, contact lenses allows the wearer to choose ‘normal’ non-prescription sunglasses — which for someone with a high prescription is new and exciting.
Changing needs – the real world
It is important to differentiate between someone who is enquiring about contact lenses for the first time, compared with someone who is a current wearer (an ‘existing’ wearer) or perhaps who has worn them in the past and given up (a ‘lapsed’ wearer). Asking ‘Are you new to lenses or have you had some experience trying them in the past?’ helps to discover their previous experience(s) with lens wear.
For the ECP, it is helpful to gather any information on their current or previous contact lens types used, in addition to finding out in what way they hope to gain from trying contact lenses this time round. Contact lens products and the prescription ranges available are under continuous development, so where someone was once previously unable to choose daily disposable contact lenses (for example, five years ago), it is more likely that they now have this option.
In the case of a lapsed wearer, it is helpful to uncover what caused them to return to spectacles. The table above gives some questions around key areas that may cause someone to stop wearing contact lenses. This also applies to guarding against existing wearers who may be experiencing a change in their lens-wearing success. It is vital to listen for any subtle remarks of potential dissatisfaction, so that the ECP can be alerted to this and the wearer given the opportunity to get further advice.
The table (below) shows the questions that can be asked of both lapsed and existing wearers where there is possible room for improvement in their lens-wearing experience.
Be a good listener – and take good notes
With all enquiries, there are bound to be frequently asked questions. As a team, make a list of the typical conversations that arise and formulate the best way to respond. Not only is this helpful for new members of staff, but is also gives a more consistent experience for potential or existing contact lens wearers contacting the practice.
To assist with the development of such a protocol, it may be helpful to use an enquiry form for every contact made during a particular week until sufficient ranges of questions have been gathered. Such a form might include:
- Name of member of staff taking the call / in person enquiry
- Time and date (especially when offering to call back with more information)
- Name, address, telephone number, email address of customer
- Questions asked
- Action taken
Over time, a frequently asked questions card can be developed to help with asking the best questions of the person making the enquiry. With practice, the responses become second nature. Manufacturers produce a range of brochures about their products specifically aimed at potential wearers (often referred to as ‘point of sale or POS literature’), and these can be used as take-away information for the customer to read and digest ahead of their appointment.
Summary
Answering enquiries effectively requires a great deal of knowledge and skill as well as a positive attitude to helping people. To convert an enquiry into an appointment (and a subsequent loyal customer) is only possible once good rapport has been built by asking considerate questions and showing a genuine interest in the person. This is only the start, as a full team effort is needed to get the best results for contact lens wearers over their lifetime of wear.
Given the significant effort by all staff in the practice team, as well as the new wearer themselves, it is essential to keep in touch with new wearers to ensure that any minor challenges they face are dealt with before they give up. Front of house staff are in pole position to listen to wearers and spot any early warning signs of potential for discontinuation. Working together as a team is an essential ingredient to the success of wearer retention for the lifetime of the patient.
Sarah Morgan BSc (Hons) MPhil, MCOptom, FAAO, FBCLA is an optometrist and an internationally recognised communication expert, and a Vision Sciences Fellow at the University of Manchester
Read more
Part 1: ‘Contact lenses? I didn’t know I was able to wear them’
Part 2: Why are disposable contact lenses ideal for the new wearer?
Part 3: Keeping everyone up to date with contact lenses
References
1 CooperVision Consumer Insights Study, 2015
Commissioned by CooperVision as part of its commitment to help eye care practices grow their businesses. To obtain a copy of the full series contact your CooperVision business development manager