How to Handle Price Objections as a New Optometry Practice
Learn practical strategies to address price objections in a new optometry practice, with scripts, pricing tactics, and real-world examples.
Price objections are a normal part of selling eyewear and eye care services, especially for a new optometry practice. Patients may balk at the cost of glasses, contact lenses, or even an eye exam. The key is to respond with confidence and clarity, not defensiveness. This guide gives you concrete steps to handle price objections effectively, turn them into opportunities, and build a loyal patient base.
Understand the Real Objection
When a patient says “that’s too expensive,” they are rarely saying they can’t afford it. Often, they are saying they don’t see the value. For a new practice, you need to uncover the real concern. Ask open-ended questions like:
- “What part of the price concerns you most?”
- “Are you comparing this to another quote?”
- “Is this about your budget today, or the overall cost?”
Listen carefully. The answer will guide your response. If it’s about budget, offer payment options. If it’s about value, explain the benefits more clearly.
Anchor Pricing with a Range
Before quoting a specific price, give a range. For example, “Our progressive lenses typically range from $200 to $400, depending on the lens design and coatings.” This sets expectations and makes the final price seem more reasonable. It also positions you as an expert who understands the market.
Use this technique in your initial consultation. When a patient asks about glasses, say: “We have frames from $50 to $300, and lenses from $100 to $500. Most patients spend between $250 and $600 for a complete pair.” This range gives them a mental anchor and reduces sticker shock.
Break Down the Cost
Instead of quoting a lump sum, break down the price into components. For example:
- Frame: $150
- Lenses: $200
- Anti-reflective coating: $50
- Total: $400
Then, explain what each part does. “The anti-reflective coating reduces glare and makes night driving safer, which is why it’s worth the extra $50.” This makes the price feel more justifiable and less arbitrary.
Offer Value, Not Discounts
Resist the urge to immediately discount. Discounts erode your profit margin and set a precedent. Instead, add value. For example:
- Include a free eyeglass case and cleaning cloth.
- Offer a free adjustment or cleaning at any time.
- Bundle a free eye exam with a glasses purchase.
- Provide a warranty on lenses for one year.
These add-ons cost you little but increase perceived value. If a patient still insists on a discount, offer a small one in exchange for something, like a review or a referral. For instance, “If you leave us a Google review today, I can take 10% off your total.” This keeps the relationship positive.
Use Payment Plans
Many patients can afford the product, just not all at once. Offer payment plans through third-party services like CareCredit or in-house installment options. For example:
- CareCredit: 0% interest for 6 months on purchases over $200.
- In-house: 3 monthly payments with no interest.
Mention these options early in the conversation, not as a last resort. Say, “We have flexible payment options if that helps.” This removes the financial barrier and shows you care about their needs.
Train Your Team on Scripts
Your front desk and opticians need to handle objections consistently. Create a script for common objections. For example:
Patient: “That’s way more than I expected.” Staff: “I understand. Let me show you what goes into that price. The lenses are high-index, which makes them thinner and lighter. And the anti-reflective coating is premium, so it resists scratches and smudges. If you’d like, I can show you a more basic option that might fit your budget better.”
Role-play these scenarios during staff meetings. Practice makes perfect, and your team will feel more confident.
Compare with Alternatives
Sometimes, patients object because they think they can get a better deal elsewhere. Compare your pricing with alternatives, but do it factually. For example:
- Online retailers: $50-$100 for basic glasses, but no fitting, no adjustments, and no professional exam.
- Big box stores: $100-$200 for glasses, but often lower quality lenses and less personalized service.
Highlight what you offer that they don’t: a comprehensive eye exam, personalized fitting, and aftercare. This justifies your price.
Use the ‘Cost Per Use’ Argument
Eyewear is an everyday item. Break down the cost per use. For example, a $400 pair of glasses worn daily for two years costs about $0.55 per day. That’s less than a cup of coffee. This reframes the price in a way that feels small.
Say: “If you wear these glasses every day for two years, that’s about 55 cents a day. That’s a small price for clear vision and comfort.” This works well for premium lenses and coatings.
Follow Up with a Summary
After the appointment, send a summary email or text that includes the quote and the value breakdown. This gives the patient time to think without pressure. Include a clear call to action, like “Reply to this email to schedule your fitting.” This shows professionalism and keeps the conversation open.
FAQ
Q: Should I lower my prices to compete with online retailers? A: No. Compete on service and expertise, not price. Online retailers can’t offer comprehensive eye exams, personalized fitting, or aftercare. Emphasize these benefits.
Q: How much should I discount to close a sale? A: Limit discounts to 10-15% and only in exchange for something, like a review or referral. This preserves your margins and encourages future business.
Q: What if a patient says they’ll ‘think about it’? A: That’s often a polite way of saying no. Ask if they have any remaining concerns. If they mention price, offer a payment plan or a value-add. If they leave, follow up within 48 hours with a summary.
Q: How do I handle a patient who compares my price to a competitor’s? A: Acknowledge the difference and explain why your price is higher. For example, “Our lenses include a two-year warranty and free adjustments, which most competitors don’t offer.” Then, focus on the value.
The Bottom Line
Price objections are not rejections; they are requests for more information. By understanding the real concern, anchoring with ranges, breaking down costs, and offering value instead of discounts, you can handle objections confidently. Train your team, use payment plans, and always highlight your unique value. With practice, you’ll turn price objections into successful sales and loyal patients.
Remember, your goal is not to be the cheapest, but to be the best value in your community. Stick to your pricing, communicate clearly, and your new practice will thrive.