|People with fairer complexions tend to look great in cooler colors such as purple (Elle Style No. EL 13358 from Charmant shown here).|
Colors are on-trend right now and a good way to draw your patients into wearing what suits their lifestyle needs and wants.
For some people, finding the right eyeglasses is like finding the right car. They can be expensive, it’s usually a long-term relationship, and there are so many options that sometimes it’s hard to choose what the perfect frame will be. When helping someone pick that perfect eyeglass frame (or two or three), there are a few easy concepts to help weed out the non-options and narrow down their favorites. As a sales tool, color is a great place to start.
|GETTING THE INFO
Quick questions to start the conversation about color: 1. What is your favorite color?
2. What frame colors do you currently have in your collection?
3. What color makes you feel the most attractive?
4. Do you like to be incognito or do you like to make a statement?
5. Does your wardrobe coloring change with the seasons?
KNOW YOUR PATIENT
Using color as a tool to find frames that meet all the buyer’s fashion and lifestyle needs begins with getting to know your patients. From complementing hair color and complexion, to styling according to the dominant colors in their wardrobe, to filling in the holes of their current collection and following color trends in fashion, simply converse with them about their life and find out what special activities might harness a love for a specific hue. It can also be a great way to show how multiple pairs are essential to their wardrobe.
The easiest way to make someone feel pretty in a pair of eyeglasses is to hand them something that will almost scientifically enhance their looks. Even if you don’t know whether the redhead likes the color green, she is almost guaranteed to look good in it. Using colors that complement complexion and hair color is a way to get your patient to feel good from the beginning of the shopping experience. As opticians, we often gravitate towards the bold styles and colors, but starting safe and attractive is sometimes the easiest avenue to get your patient to trust your judgment and start saying “Wow, you’re good at this!”
WARM OR COOL
To begin the process of determining which colors look best on your patient, decide whether their skin tone is warm or cool (see “Warm vs. Cool,” below). As a rule, people with warmer complexions look better in colors that reside on the “warm” side of the color wheel, which include yellow, orange, red, brown, and pink tones. On the cool side, people with fairer complexions tend to look great in cooler colors such as purple, blue, green, or gray. Using colors complementary to your patient’s complexion and hair color makes the sale of their “everyday” eyeglass frame a breeze. Since a patient will (almost) always have the same hair color and changing complexion isn’t something that happens often, approach the sale of this green-colored frame as their basic “go-to” frame. As long as it complements their personal coloring, it’ll look good on them and will be a natural for their wardrobe.
|Tomato is really the color on the runways this season so look to FYSH UK Style No. F-3488 from WestGroupe.|
Noticing what your patient is wearing and inquiring about their personal style engages them in conversation and leads to a better relationship. It can also lead to more sales. From “Oh I love your black-on-black combination today, do you primarily wear solids?” to “That print is so beautiful. Purple really suits you. Do you wear it often?”, you can find out a lot about your patient’s personal tastes. If they wear black every day, the obvious question would be if they have the perfect little black frame. Like the basic black dress, everyone needs a basic black frame. If they don’t, it is a color staple that makes for an easy sale.
Talking color and fashion gives you the air of a fashion expert. It also establishes you as a trusted fashion advisor, and this has immeasurable benefits when selling eyewear. Once they trust you, they’ll accept your recommendations for that perfect frame…or two or more!
Part of selling multiple pairs involves communicating the value of the item. Like shoes, most people should not have just one pair. Brown shoes go with brown outfits and black shoes go with black outfits. This thinking is not always carried over to the eyewear realm and relaying this logic to patients helps them realize that eyewear is not just a tool for seeing, it is the ultimate fashion accessory.
|WARM VS. COOL Finding the right color should start with the color wheel.|
|For warm complexions, a safe bet is:
|For cool complexions, use:
SENTIMENTS AND IMAGE
The color of a frame can speak to your patient’s personal sentiments too. For example, matching a frame’s color to the color of their favorite sports team can make the sale of a second or third pair. Your patient might have classic black to dress up in and the rich green to complement their fiery red hair, but what they need now is that red frame to wear to the Ohio State games or that burnt orange to pair with their cowboy boots at the University of Texas tailgate.
Since eyewear is so obvious on a person’s face and because its shape, construction, and color are so fashion-oriented, it projects an image. For example, which of these two colors indicates purity, white or black? White of course. An untamed personality, light blue for fiery red? You guessed it, red. Make sure your patient knows this and explain that the choices they make will help them project the image they want. Walk them through the color recommendations you have for them and explain the images you feel each color projects. Soon they’ll understand the power color has in setting an image. They’ll also appreciate that they’ll need more than one pair because they have more than one image they want to convey. If you conducted a good interview, you will have discovered the images the patient wants to project. Use your knowledge of color and their desire to make a statement to make one or more sales.
|Like the basic black dress, everyone needs a basic black frame such as REM Tumi Style No. T311.|
Using current color trends as a sales tool is a great way to get people to buy colorful eyewear. This means you’ll need to keep abreast of the latest trends by reading fashion publications, talking to clothing retailers and keeping an eye on what people are wearing. Young people are very tuned into this so if you have kids, talk to them about it—believe me, they know. Like styles, colors come and go with the seasons. For example, we witnessed the neon craze last spring and summer. Knowing that cobalt is going to be huge this fall and that true red is not where we are currently trending, but tomato is really the color on the runways this season, puts you in a unique position of authority with your patient.
If used properly, color can be a powerful tool in helping you sell eyewear. Use it for all its worth!
Sarah Hobbs is a fashion blogger and certified optician at Insight Complete Eye Care in Dallas, TX.
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