See More Clearly - How We All Can!

When I recently did a Google search for "Advanced View Progressive Lenses" it returned 225,000 results - 225,000!!! What does this say about where our industry is right now? Well, let me tell you.

Don't believe it? Click on the picture for full-size

Our customers, right now, are more educated than ever. They have several choices - and in this day and age when you can do more research from the comfort of your own home and build more of an opinion based on fact, the ability to make educated decisions is easier than ever. Or is it?

Right now someone is researching the price of progressive lenses online and coming up with 225,000 ways to explore this lens they have never worn or experienced. Chances are, with the economical state of where we are, part of their decision-making process will be based on price. They will find some prices, some information, be redirected to sites sponsored by Varliux and EyeGlassLensDirect.com and ultimately will come to one determination - it's overwhelming. And they would be correct. So they will make the decision to visit someone to ask questions. This someone may be a person they trust like an optician, optometrist or an educated consumer who has already worn this type of lens. More than likely, though, they will visit a place that they are familiar with. A place that has associates ready to answer their questions based on expertise and education. They will go someplace where they know that they can be taken care of in a professional, friendly manner. They will go in, they will ask about lens performance. They will ask about what will work best for them in specific situations. They will answer questions about what they do for a living, what they do for fun, how often do they drive at night, etc... They will finally get to their big question...

"How much?"

This is the moment of truth. This is the moment when that associate can make it about price...or make it about what brought this person in the door in the first place.

What works best for them. How this decision will ultimately effect the way they see, and live, for the next 18 months or so. And after they have done all that, the consumer may then ask again...

"How much?"

And that's ok.

That's what we call the "Free to Choose" Market. This person now has a choice. They can take what they have learned and move on to somewhere else to see if they can get a better deal or they can trust this person who has just explained to them why their arm is too short or they can no longer reach their keyboard because they have to sit so far back.

So we tell them the price. And wait. We cringe inside as we are saying it. Even worse,sometimes we cringe outside as we are saying it. And we wait...and hope they didn't notice our negative reaction to something that we are telling them is the best thing for them - until we get to the price. If this person is "Free to Choose" what message are we sending them? What are we saying by not allowing our best products to be what we talk about the most? And endorse? And support? And celebrate? And choose?

Right now is the perfect time to practice the confidence that has brought us to where we are. The confidence that we know what is right and what is best for our customers. We know how to help them weed through 225,000 possibilities to arrive at the one decision that they are going to be so happy with that when their friend comes to them as the educated consumer, they don't hesitate and say - "Go to Lenscrafters and see _______(insert your name here). They will get you exactly what you need."

During our See More Clearly Sale, we will have the opportunity to help every one of our "Free to Choose" customers choose the best lens for them at HALF the cost!!

HALF!!

And when we deliver that message of price after we have explained why the AVP lens is best for them, we can be twice as confident that we are providing that customer a service that is EXACTLY what they came through the door looking for.

And we can be proud of it. Every time.