If you own an optical store, you don’t need to be an expert to realize that it is very difficult to compete on the type of product.
Some may have better quality than others, some better prices…but sooner or later, they all offer the same thing.
But therein lies the difference. The price, the quality, the timing, the service. That’s why, if instead of communicating the difference, you communicate the product, you turn your optician’s shop into just another one of the bunch.
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If you look the same as the others, choose the one closest to you
Think about this…nowadays people are always in a hurry.
So if someone comes to your website, looks at your networks or passes by your store and sees the same messages as in the optician’s next door, then you’re not giving them any real reason to choose you.
And therein lies the problem: in what you communicate.
Because instead of helping the customer make an informed decision aligned with their lifestyle, you just show the products that you have… but that all the opticians in the world also have.
The customer needs reasons before having a need
Think about this…the decision to buy glasses doesn’t start when the customer needs them.
In general it is taken much earlier, by what he was told, by what he perceives, by what he sees every time he passes by your optician’s office, by the useful tips that appear on Instagram.
Then, when the time comes for him to choose, he already has you as his first option.
And even if you think you can’t compete with the big opticians’ communications, your experience, your style, your real customers and your knowledge are what will make you stand out.
And if you manage to transfer all this to your communication, then you start to attract customers, not only out of necessity, but also to generate a connection.
What must your optician’s office do to not go unnoticed?
The first thing you need is to implement a tool like Clientify. This all-in-one platform allows you to manage your database, track and negotiate with your customers, design marketing campaigns and unify all communications.
But do you know what all-in-one means? It means that everything is centralized in one place.
In this way, it centralizes all the information, behaviors, purchases, interests, claims of your contacts and customers to then understand and segment your database according to habits, preferences, needs, etc.
On the other hand, you have available an AI which, just by providing information about your business, your communication objective and with whom you want to communicate, in seconds designs messages that are then personalized with all the data you have collected and have centralized in this CRM, so that they are sent automatically to contacts and arrive just when the contact is most interested or engaged in their search.
The important thing when planning your messages is to be you.
That you tell a real story, that you publish videos of customers telling their experience of purchase and post-sale, that you solve doubts before they ask you, that you recommend glasses shapes that favor according to the type of face … that you communicate everything you know as a professional that you are.
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You see, your services don’t have to be different, but the way you communicate them does.
Everything you do in your day-to-day life can become your next piece of content. You just need a clear strategy, a good tool and the right message.
And on Clientify you can create your account and try this tool for free for 14 days, to help you communicate in a closer and more professional way, but always giving useful information that really connects with your customers.
