Sell Me These Glasses? [David Butler]
I saw a great movie a few months ago by Martin Scorsese, "The Wolf of Wall Street." It left an impact on me in a lot of ways. So what is the real answer to the Wolf of Wall Street challenge: Sell me this pen?
Anyone who’s seen this movie remembers in the last few moments of the film, Leonardo DiCaprio, portraying Jordan Belfort – the 1990s penny stock broker, who went to prison on charges of fraud and stock market manipulation for orchestrating a massive pump and dump scheme at his New York firm Stratton Oakmont – asks a room full of salesmen at a seminar to sell him a pen. Mr. DiCaprio hands a pen to one salesman, who begins describing it: “It’s an amazing pen...” Not satisfied, Mr. DiCaprio takes the pen from the salesman, hands it to another and repeats the challenge. Again, the salesman describes the pen’s finer features and Mr. DiCaprio moves on.
Okay let's put this scenario in our world, the optical world. When we have a patient's RX and they have looked around at your frame gallery and KABOOM! found a few frames they like but are leading toward the blue and red ones because...? Now sell me these glasses?
It’s kind of a trick question. Because when you say to a Optician, "Sell me these glasses," you might find some will say to you, "The frame is made in Italy, they are a well recognized brand -- Gucci. It is made of the finest acetate material which holds the color well with profound texture. The frame is also lightweight." They’ll say all the reasons why the glasses are a great buy, they’ll start telling you the features, and the better ones will give you the benefits too. But that’s not what the real answer is.
The real answer is, before I’m going to sell a frame to anyone, I need to know about the person, I want to know what their needs are, how does he or she rely on their glasses throughout their day, at work, leisure, reading, computing, sports, driving, and after dark? I need to know and understand this before we move on to the actual sale. I am getting up close and personal all up in their optical vision business. You see, the first idea is that when you say "Sell me these glasses," I want to hear [the Optician] ask the patient a question that may go like this; "Ms. Burton, may I call you Shanda? so I can understand clearly, how do you rely on your glasses throughout your busy day and what aspects of your sight do you want to improve the most?" You see, I want the Optician to turn it around on me and start asking me questions to identify my needs, what I’m looking for. And family if you do that, people don’t know what to do. Next thing, he or she is answering, and now YOU are controlling the conversation, finding out exactly what he or she needs.