Getting to know the clients and their needs

When a customer enters the optical store - whether with a prescription or just looking for the latest model used by an Instagram star-our goal should not simply be to solve the need of the moment or sell a pair of glasses, but to make their experience comfortable.

This will make it easier to get the key information to guide them in finding the appropriate solution. In fact, only a customer who feels understood and valued will be able to trust, feel fully satisfied with the purchase and recognize the optical store as their point of reference.

Therefore, before the image consulting, we should dedicate ourselves too getting acquainted with the customers and better understand their needs through a four-step individual interview.

Checking all vision problems

Visual health is the first priority and eye examination remains the first and most important step in kicking off an effective optical consultation: it will be appropriate to inform even the most aesthetically conscious client that this step cannot be neglected and that lens characteristics, useful to correct the visual defect, are an equally essential element to be evaluated when choosing the right spectacle frame.

Analysis of personal preferences

Another important aspect to know is the customer’s relationship with eyewear. This phase of the interview will measure their perception of eyewear, purchase intents, taste, and personal connection to the accessory. Empathetic listening offers important input to approach the consultation in a professional manner, with the assurance of opening a range of interesting opportunities and choosing the most suitable solutions.

Here are a series of questions to ask the client to explore further:

1. What glasses do you usually wear?

2. How many and which glasses do you have?

3. How comfortable are you with wearing glasses?

4. Do you always wear your glasses or are there occasions when you do not use them?

5. Do you prefer to wear prescription glasses or sunglasses?

6. Do you like the glasses you currently have?

7. What do you like or dislike about glasses?

8. What style do you wish to express with your glasses?

9. Do you use contact lenses?

10. Have you ever used prescription sunglasses?

For example, if the client predominantly uses contact lenses, suggesting a second pair of indoor/outdoor glasses, customized with a lightly tinted lens will be helpful in offering protection from natural light on cludy days or artificial indoor lighting. Failure to understand the customer’s personal taste, preferences and needs will limit the optician’s offer as well as the benefits for the customer.