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Don’t Discount—Delight: Why Insurance Is a Better Option for Closing the Sale
Every day, optical store owners and their teams pour energy into creating an experience that elevates the perceived value of every frame and lens. From personalized consultations and stylish displays to expert advice that taps into each customer’s aspirations, you work hard to make eyewear feel special—an extension of identity, confidence, and lifestyle. Yet, all too often, this carefully built value is eroded at the final moment by offering a discount, sending the message that price is the only thing that matters.
But what if there’s a smarter way? Instead of lowering the price, you can raise the value—by offering free insurance. This approach not only preserves your margins but also delights customers with real, practical benefits that reinforce the premium experience you’ve worked so hard to create.
Insurance Adds Real Value—Discounts Just Cut Price
Discounts are easy, but they’re also expected. They reduce your profit on every sale and can even train customers to wait for a better deal. Insurance, on the other hand, adds genuine value. It gives customers peace of mind, knowing their investment is protected against life’s mishaps—whether it’s a child’s playground accident, a lost pair on vacation, or a scratched lens at work. When you offer insurance, you’re not just lowering the price; you’re solving a real problem and showing you care about your customer’s long-term satisfaction.
Customers Want Protection—They Just Don’t Know It’s Available
Many customers, especially parents and those buying premium frames, are looking for ways to protect their eyewear. The reality is, most don’t even realize insurance is an option unless you offer it. When you present insurance as a standard part of the conversation, you’re meeting an unspoken need. Customers appreciate the opportunity to safeguard their purchase, and you position your store as a place that goes the extra mile.
Keep Your Margins Healthy and Your Store Competitive
Every time you discount, you’re giving away part of your profit. Insurance allows you to keep the product at full price while still giving the customer something extra. For example, instead of a 10% discount, you can offer free or discounted insurance coverage. This keeps your margins strong and helps you stand out from competitors who rely on price cuts to win business.
Using Insurance as a Sales Tool
Eyewear insurance isn’t just an add-on; it’s a strategic tool that can enhance your ability to close deals, improve customer satisfaction, and boost your store’s revenue. By presenting insurance as part of the purchasing experience, optical store owners can turn hesitant buyers into loyal customers while maximizing the value of each transaction.
Free Insurance Instead of Discounts
Offering free insurance instead of discounts is a clever way to keep the product at full price while delivering added value that resonates with customers. Many optical store owners are accustomed to offering discounts to close deals, but this approach can erode profit margins over time. By shifting the conversation from price reductions to added benefits, you can create a win-win scenario for both your business and your customers.
For example, if a customer hesitates over the price of premium frames, offering free insurance can make the purchase more appealing without lowering the price. Customers often perceive insurance as a valuable safeguard for their investment, especially if they’re purchasing high-end eyewear or glasses for children. This strategy allows you to maintain profitability while addressing the customer’s concerns about potential risks like accidental damage or theft.
Additionally, free insurance can be positioned as an exclusive offer or limited-time promotion to create urgency and encourage customers to make a decision faster. For instance, you might say: “We’re currently offering free insurance on all purchases over a certain value—this ensures your glasses are protected for 12 months at no extra cost.” This approach not only enhances the perceived value of the product but also helps build trust and loyalty.
Bundling with Premium Frames
Pairing insurance with high-end frames is another effective way to protect your customers’ investments while making their purchase more attractive. Premium frames often come with higher price tags due to their superior materials, design, and brand reputation. Customers investing in these products are more likely to appreciate the added security that comes with insurance coverage.
When presenting premium frames to customers, highlight how insurance complements their purchase by safeguarding against unexpected mishaps like scratches, breaks, or loss. For example: “These designer frames are crafted for durability and style—pairing them with our insurance plan ensures they’re protected against accidents for up to 24 months.” This approach reinforces the value of both the frames and the insurance plan.
Bundling can also be used as part of a tiered pricing strategy:
- Basic Package: Standard frames without insurance.
- Premium Package: High-end frames bundled with 12-month insurance coverage.
- Elite Package: Designer frames bundled with extended 24-month insurance coverage.
This tiered approach gives customers options while subtly encouraging them to choose higher-value packages that include insurance. It’s an excellent way to upsell premium products while ensuring customer satisfaction.
Incentivizing Staff: A Win-Win for Everyone
One of the most effective ways to boost insurance sales is to share the commission with your staff. Staff are the ones who interact with customers, explain the benefits, and answer questions—so it makes sense to reward them for their efforts. When staff know they’ll receive a commission or bonus for each insurance policy sold, they’re naturally more motivated to bring it up in conversations and to present it in a positive, helpful light.
This isn’t just good for your team—it’s good for your bottom line. Studies and industry experience have repeatedly shown that store owners who incentivize their staff with a share of the commission consistently outperform those who don’t. Far from reducing the owner’s income, this approach actually increases overall revenue. When staff are motivated and feel appreciated, they sell more insurance, which means more commission for them and more profit for the business as a whole.
Incentivizing staff also improves morale and creates a culture of teamwork and shared success. Staff feel recognized for their contribution, and customers benefit from more enthusiastic, knowledgeable service. It’s a virtuous cycle: the more you reward your staff for selling insurance, the more they’ll sell, and the more your business will grow.
Targeting Families
Families purchasing glasses for children represent one of the most receptive audiences for eyewear insurance. Children’s glasses are notoriously prone to damage due to active lifestyles—whether it’s rough play at school or accidental drops at home. Parents often worry about the cost of replacing broken or lost glasses, making insurance an appealing solution.
When targeting families, emphasize how insurance provides peace of mind by covering common scenarios like bent frames or scratched lenses. For instance: “Kids are active, and accidents happen—our insurance plan ensures you won’t have to pay out-of-pocket if your child’s glasses get damaged or lost.” This reassurance can be a deciding factor for parents who might otherwise hesitate over purchasing higher-priced eyewear for their children.
Additionally, consider bundling family-friendly promotions with insurance plans:
- Offer discounted rates on multiple policies when parents purchase glasses for themselves and their children.
- Create packages specifically tailored for kids’ eyewear that include features like extended warranties and accident coverage.
Highlighting real-life examples can also help parents understand the practical benefits of insurance.
Addressing Hesitations About Selling Insurance
Many store owners worry that offering insurance might feel pushy or unwelcome to their customers. However, studies show that many customers actively seek insurance but aren’t informed that it’s available. By presenting insurance as a practical and desirable option rather than a hard sell, you can overcome these hesitations.
Customers purchasing high-end frames or buying glasses for children often appreciate the peace of mind that comes with insurance coverage. Highlighting real-life scenarios—like replacing broken frames after an accident—helps them see its value.One common concern is the perceived difficulty of completing forms or managing policies. Modern practice management systems make selling insurance effortless by allowing store owners to add coverage with just a single click during checkout. In the Glasson system, adding insurance to the order is as simple as ticking a check box—making the process seamless for both staff and customers. For more on how to streamline your operations and make insurance sales easy, visit Glasson.app.
Combining Business with Customer Service
Offering eyewear insurance isn’t just about boosting revenue—it’s about enhancing your customer service offering and building lasting relationships with your clients. By addressing common concerns like accidental damage, you’re positioning your store as a trusted partner in eye care solutions.
Additionally, selling insurance can be part of a larger cross-selling strategy that includes premium frames, lens coatings, and other add-ons that improve the overall customer experience. Customers who feel protected and valued are more likely to return for future purchases and to recommend your store to friends and family.
Conclusion
Eyewear insurance is more than just an upsell—it’s an opportunity to provide peace of mind, build customer loyalty, and generate additional revenue without extra costs. By incorporating this offering into your optical store’s services—and empowering your staff through training and incentives—you’re creating value for both your business and your customers.
Whether you’re targeting families with active children or professionals investing in high-end eyewear, eyewear protection plans are practical solutions that benefit everyone involved. With strategic implementation and effective communication supported by modern tools like Glasson.app—this simple addition can transform how you serve your clients, and how they perceive your business!
