The Importance of Y.E.S. [Maggie Sayers]
To succeed in the optical business, you must provide value to your patients. That value is delivered by selling quality eyeglasses. The successful ECP knows that selling isn’t about convincing someone to buy; it is about educating your patients and providing solutions for their eyeglass needs.
It’s about getting to the Y.E.S.
Let’s look at the importance of Y.E.S.
Y = YESTERDAY
To find that ideal win-win sales solution, it is important to understand how your patient’s past experiences may affect present and future buying decisions. When talking with a patient, it is important to understand what they are experiencing with their current glasses, what they know or have heard about today's frames and lenses.
Knowing the mindset of your patient means you can fortify the positives and be prepared to overcome the negatives.
E = EVERYDAY
It’s important to also understand how what you’re offering will impact your patient today, in the present. This means painting a picture of how the new eyeglasses can potentially make everyday better, easier or more satisfying. You are showing the patient the importance of excellent vision.
Remember: 80% of the brain's activity has to do with vision.
Basically, you are helping your patient understand that having quality eyeglasses will be an everyday benefit in their lives.
S = SOMEDAY
Applying the benefits of quality eyeglasses to the future is important for closing the sale. You want the patient to understand how their someday will be bigger, brighter and better because of the decision they make for their eyewear today.
The closing of the sale, the YES, comes when you help your patient picture a future that is better than the one they have today because they purchased eyeglasses from you.
Remember: Eyeglasses don't just affect the way we see, they also affect the way we feel about ourselves.
Sales is not about being slick, dishonest or talking someone into buying something they don’t want or need. Selling is about providing a benefit that will enhance and enrich a potential buyer’s life now and into the future. The Y.E.S. in sales is all about finding the win-win for everyone involved.