BUSINESS
SCRIPTOPEDIA
DISCUSSING EYEWEAR
USE WORDS THAT EXCITE AND ENGAGE CONSUMERS
RECENTLY, I worked with a client who had difficulty selling a pricey men’s frame collection. When I asked the optical team how they described the frame collection to consumers, they replied, “It’s made with unique wood, and the metal is titanium, which makes it lightweight.”
Frame sales are contingent on optician passion, enthusiasm, confidence and words that create a positive emotional response in the consumer. The reason: People buy with their emotion. In this example, the optical team’s description doesn’t excite or engage consumers.
Here, I provide two scripts that engage consumers by explaining the personal benefits of the optical and the frame.
THE OUTCOME
After the optical team sat together for 30 minutes to develop their new benefits-filled dialog around the new frame collection, they sold eight of those frames within the next five days. OM
OPTICIAN MEETING CONSUMER
“John, I’m Sandy! I’m one of the eyewear frame specialists in the office, and I am thrilled to focus on your eyewear wants today. People drive for great distances to purchase their eyewear from us because we’re very conscious about selection and fitting. We want to ensure you not only see sharp and clear, but that your frame fits your personal style, while accentuating your exceptional features, coloring and facial shape. Do you feel your style is more conservative, trend-setter or something you’d consider unique?”
OPTICIAN DISCUSSING FRAME COLLECTION
“John, you expressed you’d appreciate a modern style in your frame, so this is why I selected this frame. It is made of a unique wood and titanium mix, which makes it lightweight, durable and comfortable whenever you’re wearing it. As you look at this frame on your face, note the strong and robust angles, along with the eminent masculine look it displays on your face. That is the reflection of confidence, John. Do you see it too?”
| MARK HINTON is CEO and president of eYe Facilitate. Email him at mark@eyefacilitate.com, or to comment on this article, visit tinyurl.com/omcomment. |
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