Even in today’s economically challenging climate, some practices, like the one featured here, are very successful selling premium frame materials. Debra R. White, MSEd, ABOM, FCLSA
Jewelry for the eyes, like Lunor’s titanium frame with buffalo horn temples (Style No. T1-E-BT), is what selling premium materials is all about.
While many patients are pinching their pennies and many optical practices are competing to earn a buck, some practices are flourishing by offering premium products. The reality is that even during tough times, a portion of the population will still take vacations, drive expensive cars, and want premium materials in their eyewear.
To dispel any doubts you have about selling premium frame mater-ials during a slow business period, I interviewed Lonnie Burrows, ABOC, at Burrow’s & Mr. Frank’s Optical in Little Rock, AK. His practice is extremely successful, due in part to his choice of products. Here is what he had to share about selling premium frame materials.
Q: How would you categorize your practice's frames (i.e., value, moderate, luxury, etc.)?
A: I’d classify them as high-end, luxury eyewear. Our patients come to us because they know they can expect superior service and one-of-a-kind premium products and materials.
Q: Why have you chosen this segment of the market?
A: We truly enjoy working with the finer eyewear. The crafting used on premium frame materials creates beauty, an excellent fit, and style.
Q: What criteria do you use to decide on the frame materials that you’ll take in?
A: Our practice buys frames from companies that have the style, quality, and materials we like and that deliver the kind of service we expect. We look for materials that are unique and exclusive because this sets them apart from other frames.
Q: Do you use a set markup for all frames?
A: We sign agreements with most of our frame distributors that we will sell each frame for their suggested retail price. This is typical for high-end products. We want to remain ethical with the eyewear companies and our patients.
Q: How long do you leave a frame on the board before you drop it from the display if it doesn't sell?
A: This really depends on each individual frame. Some more expen-sive frames that are made with gold, platinum, diamonds, wood, or buffalo horn, for example, may take longer
A high profit margin exists on eyewear made from premium materials, such as buffalo horn in Robi Horn’s Style No. 591 from Robi Ltd.
to sell than those manufactured from more typical materials. And many of these frames are timeless; they’re just waiting for the right face and the right patient.
Q: What frame lines and materials generate the most profit for you in total dollars?
A: We do not have one material that we sell over and over because most people who are going to spend hundreds or thousands of dollars for a frame do not want to see a lot of other people wearing it. Some of our favorite frame lines are Robert Marc, LEAD Amerique’s Cartier, and Lunor Eyewear and Robi Horn from Robi Ltd. If you use the manufacturer’s suggested retail pricing, then the one you make the most profit from would be the most expensive frame you sell. Our markup percentage is less than the markup that most people use on their less expensive frames.
Q: What strategies do you use to help increase the profit on premium frame materials?
A: We sell our patients jewelry for their eyes with premium lenses. Our success comes from the caring service and exceptional eyewear we offer. Patients know that they will receive both when they visit Burrow’s & Mr. Frank’s Optical.
Money might be tight for many in this recession, but not for everyone. There will always be patients with money to spend on themselves, and eyewear made with premium materials is a great way to attract them.
Debra R. White is a former opticianry professor. She is currently an optical consultant, lecturer, and writer.
WHERE TO FIND IT LEAD Amerique 800-447-7405 • cartier.com
