Power Hour Optometry Podcast Summary

Episode Title: Redefining Optical Sales: Mindset Shifts and Training Strategies
Host: Eugene Shotsman, The Power Practice
Guest: Kayla Ashley from Spexy
Release Date: May 7, 2025

In the 13th season of "Power Hour Optometry," host Eugene Shotsman welcomes Kayla Ashley from Spexy for an insightful discussion on transforming optical sales through mindset shifts and effective training strategies. The dialogue dives deep into the nuances of patient interactions, team communication, and maximizing revenue at every touchpoint within an optometric practice.

1. The Impact of Unintentional Cues in Optical Sales

Kayla Ashley kicks off the conversation by addressing the biggest mistake optometric practices make: sending unintentional cues that discourage patients from making purchases. She explains how doctors' behavior in the exam room can inadvertently signal uncertainty or hesitation to patients.

[02:22] Kayla Ashley: "Biggest mistake would be unintentional signals that we are giving our patients to not purchase from us."

Unintentional signals include:

• Volume Fluctuations: Doctors lowering their volume when making multiple recommendations can make patients feel like they're being pressured to buy, raising doubts about the doctor's confidence.

• Unintentional Questions: Phrasing statements in a way that implies questions can lead patients to feel like they're being sold to rather than receiving professional advice.

Eugene Stonesman relates to these observations, noting how body language and tonality can reflect an apologetic tone, further undermining patient trust.

[04:22] Eugene Shotsman: "I think I know that you might be knowing that I'm thinking this particular thing. So all of a sudden, my body language and my tonality starts to reflect the apologetic tone."

2. Strategies to Avoid Unintentional Cues

Kayla emphasizes maintaining consistent volume and intentionality during patient interactions to prevent misconceptions.

Maintaining Volume:

By keeping a steady volume while making prescribed recommendations, doctors can project confidence and reduce patient anxiety.

[04:55] Kayla Ashley: "Maintaining the same volume throughout your conversation and throughout the prescribed recommendations will allow for your patients to not get that kind of caveman, innate kind of spidey sense going off."

Reframing Questions:

Instead of yes-or-no questions that make patients feel forced to choose, Kayla advocates for assumed sales, where the practitioner assumes the patient will purchase and guides them accordingly.

[08:24] Eugene Shotsman: "What is the yes or yes that you recommend we start every optical interaction with?"

[08:44] Kayla Ashley: "Instead of saying, 'Do you want to look at glasses today?' assume they will purchase and guide them, e.g., 'Let’s take a look at your sunglasses first.'"

3. The Ideal Handoff Process between Doctor and Optician

A significant portion of the discussion focuses on the handoff from the doctor to the optician, a critical moment that can influence patient purchase decisions.

Introducing the Optician in the Exam Room:

Kayla suggests that the doctor should introduce the optician while still in the exam room to maintain a seamless connection and reinforce the importance of purchasing eyewear in-office.

[10:24] Kayla Ashley: "Introduce the optician into the exam room where the exam mentality is still in full throttle."

Using Internal Messaging Systems:

Modern practices benefit from inner office messaging systems like Slack, which ensure that opticians are promptly alerted and can respond efficiently, avoiding delays and maintaining patient engagement.

[18:12] Kayla Ashley: "Inner office messaging systems allow opticians to receive clear alerts, ensuring they're on their way back to the exam room without delay."

Validating the Optician’s Expertise:

During the handoff, doctors should validate the optician's expertise, reinforcing to the patient that they are in capable hands beyond the initial examination.

[18:53] Kayla Ashley: "Introduce the optician by highlighting their experience and expertise, e.g., 'Kayla has been with us for five years and excels at fitting progressive wearers.'"

4. The Role of Front Desk and Techs in Sales

Beyond the doctor-optician interaction, Kayla highlights the crucial roles that front desk staff and technicians play in guiding patients towards making purchases.

Front Desk Engagement:

Front desk personnel should pre-program the patient’s mindset towards purchasing eyewear from the moment they enter the practice. Instead of passive instructions, they should:

• Highlight New Products: "I’m going to show you these new Frames from Aetnea Barcelona that we just received."

• Create Immediate Value: Ensuring patients feel their visit is purposeful and linked to quality products.

Technician Influence:

Technicians can plant subtle seeds during patient interactions by:

• Addressing Specific Needs: “Noticing you don’t have anti-reflective coatings, which could greatly help with your nighttime driving.”

• Validating the Doctor's Prescriptions: Reinforcing trust in the prescribed solutions.

[41:55] Kayla Ashley: "Validation from the tech with statements like, 'Doctor is going to dial in the most amazing prescription for you,' helps reassure patients."

5. Enhancing Frame Selection: Curation vs. Shopping the Board

Kayla advocates for a curated approach to frame selection rather than leaving patients to "shop the board," which can be overwhelming and ineffective.

Curated Selection:

Opticians should actively guide patients by:

• Highlighting Features: "Notice the detailing on this frame and how it accentuates your cheekbones."

• Merging Expertise with Selection: Offering frames that complement the patient's facial features and personal style.

[27:46] Kayla Ashley: "Create a boutique feel by curating frames and guiding patients through detailed features, enhancing their selection process."

Avoiding Overwhelming Choices:

Instead of presenting all available frames, which can lead to decision fatigue, a curated approach can increase inventory turnover and sales through higher sell-through rates.

6. Increasing Multiple Pair Sales

One of the pivotal strategies discussed is boosting multiple pair sales, which significantly impacts revenue.

Recognizing the Need for Multiple Pairs:

Kayla emphasizes that practices often neglect to offer multiple pairs, missing out on additional sales opportunities.

[56:17] Kayla Ashley: "Opticals near and far are making this mistake of not having the constant awareness of multiple pair sales."

Implementing Multiple Pair Strategies:

Practices can increase sales by:

• Introducing Complementary Products: "While you're trying on these progressives, take a look at our matching sunglasses."

• Creating Discounts: "We're offering a multiple pair discount if you decide to purchase a second pair today."

Resulting Benefits:

By adopting these strategies, some practices have reported:

• Doubling of Multiple Pair Sales: One office saw their multiple pair sales doubled month-over-month for six months.

• Increased Capture Rates: Another reported a 15% capture rate increase by incorporating multiple pair sales despite selling to fewer patients.

[58:02] Kayla Ashley: "One office told me their multiple pair sales doubled month over month for six months."

7. Closing Thoughts on Sales in Optometry

Concluding the episode, Kayla addresses common misconceptions about sales in the optometric industry, advocating for a mindset shift.

Redefining Sales:

Sales should not be seen as a transactional or "dirty" aspect but as a means to enhance patient well-being through quality eyewear.

[33:59] Kayla Ashley: "I'm not just selling a pair of glasses; I'm offering better vision and increased confidence."

Emphasizing Expertise Over Transaction:

By leveraging expertise, opticians can differentiate their practices from online retailers and big-box stores, ensuring patients recognize the value of purchasing in-office.

[30:37] Kayla Ashley: "Educating your patient allows them to see your expertise, making them less likely to choose online alternatives."

The Value of Connection:

Building a human connection through verbal and non-verbal cues fosters trust, leading to higher patient satisfaction and loyalty.

Key Takeaways

• Consistent Communication: Maintain steady volume and avoid unintentional questions to project confidence.

• Effective Handoff: Seamlessly introduce opticians within the exam room to reinforce credibility and expertise.

• Team Involvement: Engage front desk and technicians in guiding patients towards purchases through intentional messaging.

• Curated Frame Selection: Guide patients with expert knowledge to enhance their frame selection experience.

• Maximize Sales Opportunities: Implement strategies for multiple pair sales to significantly boost revenue.

• Redefine Sales Mindset: View sales as a means to improve patient well-being rather than a mere transaction.

Kayla Ashley's insights offer a comprehensive roadmap for optometric practices aiming to enhance their sales processes, foster stronger patient relationships, and ultimately increase revenue through thoughtful, patient-centered strategies.

Connect with Kayla Ashley:
Learn more about Kayla's strategies and Spexy's solutions by visiting www.PowerPractice.com or reaching out directly via email.