The perspective of change

How many customers have already crossed the threshold of your optical store? How many, satisfied with their purchase, have returned? How many friends, relatives, and followers have they shared their experience with?

As you reflect on these questions, you will realize that each of them has far greater potential than a single sale: they become a vehicle for the content offered by the eye care professional, inspiring them to greater awareness of the eyewear world.

Moreover, the ever-increasing competition in the marketplace means that it's not just products and prices that regulate the purchase, but that the experience that accompanies it makes all the difference.

In this scenario, expertise alone is no longer enough: it will be the creative selling that makes the purchase unforgettable.

In fact, the emotional experience is able to create immediate and long-term interest, it encourages the return to the store and multiple purchases over time.

The customer who experiences personalization in optics is more prone to word of mouth, which, even today in the digital era, is the main promotional method.

The optician, by adding new skills to their skills, elevates the consumers’ awareness and inspires them to purchase. Thus, vision professionals and salespeople in an optical center must be a competent, sensitive and smart guide in the search for the visual solution. Not forgetting that for the customer it is also a style choice. This requires following a path in the proposal that puts the person at the center.

Knowledge of the technical characteristics of the product, the universe of brands and the trends of the moment are not enough to "convince" the customer that the choice is the right one. It is personalized advice and great attention to individuality that determine true success in sales.

After many years of collaboration with eyewear brands, many training sessions among optical center teams and image consultations among different types of clients, I have developed a sales process specifically for the eyewear world. Thus, my format Eyewear Wardrobe Experience was born, the first to bring image consulting into optics.

Among my studies and field experiences in these areas, I observed the customers’ need for more extensive support in eyewear purchasing, in the face of a choice that is related to vision as well as style, in an expanding eyewear market increasingly influenced by designers and fashion trends. The creative selling method I have devised addresses this gap, which is extremely fertile for discerning optical centers.

In fact, many professionals have not missed the opportunity and have already introduced creative selling into their business for some time, by organizing in-store events led by me using my format, the Eyewear Wardrobe Experience, to train their team to manage it in the store.

Right from the start, we were able to detect, together with the opticians involved, the positive impact that this approach has not only on sales but also on the growth of staff skills and involvement.

This book is an official guide to the useful aspects of providing a comprehensive image consultation in optics that highlights the customer's personal features and makes the service exclusive. Here, I wanted to share the tools that are essential for an optical center that wants to stay up to date.

Together we will lay the foundations for your store, too, to enter what I like to call the optics of change, a new vision that projects optical centers towards a significant improvement in the customer relationships and the sales process, which is constantly evolving. Happy reading!