Selling Multiple Pairs In Optical Can Be Easier Than You Think

Many independent eye care practices struggle with selling multiple pairs of eyeglasses. Despite the average American owning 19 pairs of shoes, multiple pair eyewear sales account for less than 20% of private practice revenue in the United States — this means only 30% of patients are buying more than one pair of glasses. Sure, feet are important, but I’ve never heard of anyone being unable to drive at night because they had on the wrong shoes . This brings us to the question: are the vast majority of patients that budget-conscious, or could eye care professionals do a better job communicating the benefits of having multiple pairs of glasses? Operating on the assumption that more patients can afford multiple pairs (they are buying those shoes!), what goal should a practice set and how can you achieve that goal?

Defining Multiple Pairs

Given that ‘multiple pairs’ can mean a variety of eyewear combinations, it makes low sales numbers even more concerning. A ‘multiple pair’ is defined as two of anything purchased in your optical shop within 30 days of each other: two pairs of glasses, glasses and contact lenses, contacts and plano suns, prescription suns and computer glasses, and so on. Considering the many ways you can achieve a multiple pair sale, the number could be much higher.

Consumers have been trained to see eyeglasses as a one-size-fits-all solution — manufacturers who advertise directly to consumers state in general terms that their progressive lenses can help everyone see everything, at any distance. It’s no wonder that most patients think one pair will do the trick — they see the commercials, or hear from their friends, and assume it will apply to them. They have been primed to see that they only need one pair.

Selling to Patient Needs

This is where we have an opportunity to shine. Let’s go back to the shoe analogy — there’s a shoe for every occasion and activity. Running every morning? There’s a shoe for that. Going to a wedding this weekend? There’s a different shoe for that. Consumers know they need different shoes for different activities, but they don’t always think that way about their eyewear. 

To educate and help our patients become aware of how glasses will suit their needs, we must first take the time to learn about our patients’ optical needs. Ask open-ended questions about work, hobbies and lifestyle, and then make recommendations based on the needs you’ve just uncovered — this often results in recommending more than one pair of glasses, to multiple patients, every day.

Setting the Goal

So, what should your multiple pair goal be? There are several factors to consider when setting this goal for your practice. Consider:

• Current performance: the goal you set should be realistic and achievable.
• Staff experience, demographic data, and frame assortment: With nearly all practices falling into a 10-20% range for multiple sales, setting a stretch goal may sound high, but when you consider that every patient needs sun protection and that nearly all patients who need refractive correction should have a backup pair, it’s not a daunting goal. 

Most consumers will likely never own as many pair of glasses as they do shoes, but if we learn about our patients’ optical needs and present them with an educated and valuable solution, then purchasing multiple pairs then makes sense. Considering how having multiple pairs of glasses can improve your patients’ lives and the financial health of your practice, there are many benefits to making multiple pair sales a priority in your office.

If you would like to discuss a multiple pair sales goal for your practice, reach out to one of PECAA’s Optical Business Advisors or book a meeting with Joel here — a complimentary benefit with your PECAA Max membership! Not a PECAA Member? Contact us to learn how PECAA can help your practice thrive.