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Objection Handling and Competitive Response

3 Most Common ECP Objections for Varilux® and recommend responses:

Objection # 1: “Varilux lenses are priced too high where I can use others that work just as well for less”.

Questions to ask:
• What criteria do you use to select which lenses you will use for your patients? What
progressive lens attributes do you value most?
• How do you evaluate the way progressive lenses work for your patients, drive practice
profitability and ensure they are delivering patient satisfaction?
• What is the risk to your practice if the other progressive doesn’t work as well?
• What is the risk to your practice if you are not providing the most complete progressive
lens solution that most effectively addresses your patient’s daily challenges?

Sales Response:
“As a practice owner, I’m sure you already know that the lens products your patients receive at
your practice, can greatly impact their overall perception of you. There has been significant growth
in digital progressive offerings where not all offer advanced vision benefits to your patients based
on their individual needs. A negative experience or if your patient doesn’t see a difference in the
product they received from you, it could not only impact their overall satisfaction, it could lead to a
loss of returning patients (going to your competitors), and eventually a decline in your overall
practice profitability. The Varilux portfolio has a range of products and price points that help your
patients with daily visual challenges such as the ability to see in low light, smooth transition from
distant to near, elimination of the off-balance feeling associated with other brands, and the ability
to provide them protection from harmful blue-light. With all this technology, you have the ability
to select the Varilux product and pricing that will be in line with your practice demographics.”

“Doctor, typically practices have about 79% of their patients possess some form of Managed Care
vision benefit. This lessens the impact of cost to you based on fixed manufacturer pricing and
reimbursements. If your practice averages 100 pairs of glasses a month about 80 of those patients
have insurance leaving 20 pairs of glasses being purchased at retail. The US Market overview
published by Jobson in 2015 showed that 49% of patients need correction for presbyopia (leaving 9
patients) and that, on average, progressive purchases are 30%. This leaves you with only 3 patients
purchasing progressive lenses where you are impacted by cost. If you fully consider the impact
when patients are less likely to return to a practice where they feel their visual needs are not met,
how much are you truly saving on a lower cost progressive lens that may not work? What are the
risks to the patient’s perception of your practice, retention of patients (short and long term), up-
front profitability, staff confidence, more complaints and headaches, and possibly more chair time
to evaluate patient complaints (which is not profitable). By utilizing Varilux progressive lenses, I
can show how you can leverage this product to increase revenue which far outweighs the savings
on a few pair of lenses.”

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