I Have Never Been Just An Optician

I don't believe I have ever taken my profession lightly, actually quite the opposite. Being certified since the age of 18, taking 100's of CE, teaching and sharing with others is just part of that.

In the last 6 months I decided to start dispensing a bit again to get back in the groove. More than a couple things have changed since I was dispensing or managing an optical full-time but there are a couple that were milestone moments.

The optical boutique I am in is very unique and has an expansive curated selection of frames that we are known for—not just locally, but nationally. We are not optometrist-owned so therefore take little insurance.

As I realized the vast difference in the experience of creating the perfect solution for our clients, my approach has changed from the in the past. I always spoke about the 2nd pair first, task solution,s etc., and was very successful. Here are two EYE-ha moments that have changed everything.

1. I greet every client the same.  Welcome them, ask their name and how I can help them....drum roll please!  I then introduce myself like this "My name is Karen and I am a Certified Optician trained to help you with all your eyewear needs and explore the options you do not even know you want. We are a vital part of your health care and I am very happy you chose us." To say people are stunned at times, is an understatement. As I help them with their journey, we talk about the importance of my role and eye care to their overall health plan. Shock and awe for sure. This approach is fun and so rewarding when they figure out why they not only chose us but will not go anywhere else. I am not 'just' an optician, nor is anyone else.
   

2. We use antique trays to select eyewear possibilities; the selection can be overwhelming to new clients. After the intro, I offer tea, coffee, cookies (freshly baked daily), a soda or water. I share we have three ways to take everything in: Have a seat and I will select frames for them so they can enjoy a personalized experience, I will tour them as I tell the story of the designers, or they may browse alone for a bit. I tell them trying on is free so let's have some fun.  

When we get to the final phase we narrow down to four pair. My goal is 2-3 pair for every patient, not because I make more but because that is what they need. I am currently at 2.7 pairs per person average after changing to this approach. I use augmented reality or AI to show frames they picked out that may be ophthalmic but what a polarized or Transitions lens would look like, that is a game-changer and not to mention it actually doubles your inventory as every frame could be sun wear.

It is about the approach, connection, and having fun. While we are on a commission, it is pooled. We all share in getting to the goal and share the outcome—this takes any pressure off, things get done, and they are part of a family if one of us is not there.

Even after all these years in the business, I keep reaching and striving to make an experience they will never forget. Every day is full of milestone moments if you open your eyes.

Written by Karen Michaelson