Welcome back to our discussion on optical KYC (Know Your Customer), where understanding your clientele is the key to success in the optical retail business. In my previous post, we viewed cost-sensitive and value-sensitive customer types and how the latter are well-suited to drive our optical business. You can read more about them here.

Let us continue with the next two types.

3) Affluent Buyers

How To Identify?

·         Make Themselves Known: They express their preference for the best right away.

·         Direct Approach: They do not like to skim the store and prefer you to cut the chase.

·         Interest in Details: Seek in-depth information about the products and may disregard comparisons.

·         Appearance: Not necessarily adorned in expensive attire or driving a luxury car.

How to Approach:
Affluent buyers base their purchases on three primary criteria—functionality, comfort, and exclusivity.

To cater to this exclusive club:

1.      Highlight Functionality: Emphasize what the differentiator is.

2.      Ensure Comfort: Offer products that enhance ease and comfort.

3.      Offer Exclusivity and Personalization: Present proprietary brands that command respect in the optical world.

Analysis:

Affluent buyers may not be the key drivers of the business but they play a role in motivating overall store improvement. In addition to stocking premium products, being updated about trends and developments in the optical field will be useful to cater to this type of customer.

 Presenting them with a vanity brand may not break the ice many times. Their preference for minimalistic styles may make them purchase a Silhouette as opposed to the flamboyance of a Ray-Ban.

A cushy leather sofa or mesmerizing lighting or interiors may not draw them in, but an emphasis on the buyer and product and providing a personalized, respectful experience is key.

You cannot push a value buyer into this club. They don't cross over to other types of buyers.  Remember, I used the word ‘exclusive’ for this type.

Important Note: If you manage to nudge a value-sensitive buyer into this category, the purchase may be driven by pride, and they could feel guilty about spending too much. In such cases, there's a risk of losing that customer permanently.

4) Difficult Buyers

How to identify?

·         Express Dissatisfaction: May display dissatisfaction right from the reception.

·         Negative Comments: Pass negative and personalized comments on staff attitude.

·         Confrontational: May attempt to question personal details about you, such as your education.

·         Negative Vibe: Strong negative vibes are evident.

How to Approach:

Difficult buyers most often come without the intention to buy. Dealing with them requires a strategy to avoid unnecessary conflicts and time wastage:

·         Stonewall: Be firm and avoid engaging in unnecessary arguments.

·         Polite Disengagement: Politely disengage from interactions, focusing on the “next patient.”

·         Avoid Business: If possible, avoid conducting business with them to prevent future complications.

Avoid offering explanations, refrain from saying sorry, and resist the urge to provide comfort. Engaging in these actions might inadvertently encourage their behavior to persist.

Important Note: It’s crucial not to confuse difficult buyers with genuinely dissatisfied customers who may express concerns for valid reasons. Dissatisfied customers are to be respected as they point out your deficiencies, and help your services shape up well. One should be thankful to them for speaking up directly rather than on social media, as they expect to see that their feedback has been acknowledged, and if possible, implemented.

This concludes our exploration of different customer types in the optical business. It’s essential to note that these are my observations and may differ from yours and I welcome you to share any additional insights or perspectives you may have.

Key Takeaways

In the realm of entrepreneurship, effective salesmanship is paramount. For a beginner, talking about sales or negotiating prices may induce discomfort or feelings of guilt, but it’s crucial to understand that customers often appreciate a skilled and transparent sales approach. The ultimate goal of any successful sale is reaching a stage of double gratitude, where both the buyer and the seller mutually thank each other for a satisfying and beneficial transaction.

Thank you for joining me on this journey through Optical KYC. I hope you find these insights valuable in enhancing your optical retail experience. If you have any thoughts or experiences to share, feel free to let me know. Here’s to prosperous and customer-centric business practices!

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