How to sell brands Disclaimer

Here we are not talking about any particular brand. We are not talking about brand as in frames,cl,lens or

sunglasses, because the basic principles of selling brands are the same .

Here brand means an Established known company product vs Mass product (unbranded).

What is Brand *A brand is a symbol that distinguishes a product from others.

*A Mark of a brand defines Quality, safety & design.

*Fashion & status symbol is normally associated with brands in people’s mind.

Why sell brands Is it good for my business ? Is it worth taking risk ? Is it better for me or brand? Will it make any difference in my walk-ins ? Should I invest more ? Do I get better margins than other?

Why sell brands To make more money ? To increase customer walk-in ? To increase the customer buying (order ) value ? To differentiate from normal product ? Exclusive feel ? Customers will believe if you have established brands in

your store your at-par in the industry ? Peer pressure –people want what their colleagues have ?

Why sell brands Indian consumers are becoming brand-savvy, So having brands

in your portfolio helps us reach a broader base of customers. Selling a Branded eye wear is not about basics like uv blocks,

looks good and can see clearly, but adds values like success ,style, safety, quality and confidence to the wearer.

It is critical for an optometrists practice to have some premium brands, It makes wearer feel pampered and ups the glam quote.

Some brands prefer to partner with few optometrist’s shops, which can work in favor of optometrist.

Less after sale complaints.

What brands to keep An optometrist or optician needs to evaluate several

aspects before deciding on which brands to stock. Look at the brand proposition in the area and keep record

of customer enquiries on particular brands. Keep the brands that you believe in their style and story. Keep the brands that you can sell easily. Look at a profile of a average clientele base. Ex : Cartier-high end, Ray ban -mature adult, oakley -youthful style, vogue –feminine.

What brands to keep Locality upscale-luxury brandsMid-income-premium brandsMass - popular brands Statistics for age group kids-safety oriented brands Teenagers-popular brands Young - celebrity promoted brands 25-30 age-premium brands

How to sell brands 1.Efficient eye examination procedures. 2.Store appearance- top class display, -Selling a branded eye wear requires a proper platform and the ambience for attracting customers. -Display cases should be impeccable in look, no dust shelves allowed. - According to some studies keeping premium brands at eye level and also keeping on the right side of the counter would sell better. - Handle each piece with delicate touch so they also will think it is to be handled carefully.

How to sell brands3.Knowledgeable staff -train staff -periodic brush up your knowledge.4.Presentable staff -well spoken -because customers will speak to or listen to someone whom they perceive as being on their own wave length. -Customer should be treated to match the style and comfort of the product being presented.

How to sell brands5 -Always project uniqueness and exclusivity -This makes them feel special -Once you get an idea of customer’s requirements, get down to explain how precisely does the product meets his needs. -You can also use something called “celebrity quote”, If you know that a particular celebrity wears one of your brand mention this.6. Customer information –pass on with panache ex: This frame has been inspired by beautiful island or flower or place or person.

How to sell brands7 Presentation –offer options but do not confuse with

multiple choice in design and price point. -Customer will pay more for something if they feel it has a

value so stress on value of the brand and what it stands for.

8 Remain trendy-show current favourites,pulse of the market,show case latest design and technology.

How to sell brands

9. Connect with customer -when new line is launched inform them-sms or send product brochure.

10.Always inform about future . what is there in the pipeline-new advancement and which companies are pioneering in what technology, so he will be prepared when he comes on next visit. and

Having said this

People don’t care about what brands you have. ifYou don’t care about customer service & after sale.

Customer service Basics Sell something people actually want-they will queue up

Deliver consistently - they will come back

Do it better than your competition-they will tell others.

Customer service Good customer service is not about making a sale or getting a

good customer reviews, It is the ability to bring back the customer to the store ,again and many times over.

When they come back with complaints, don’t ignore but help. Ask them to come for periodic service, so that you can keep in

touch and they will also think you care. It is not about giving discounts and freebies ,but It is about

being honest and genuine. There is no better publicity than they recommend you to

others.

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Take advantage of customer’s brand consciousness by helping them.

Take brands as stepping stone to climb up in your practice.

Selling brands is not only about money it’s about once association with a particular brand which take your practice to next level.

Brands Thank you