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Optical Dispensing, Optical Merchandising, Optical Marketing, Lens Finishing, Sports Eyewear

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September 2014

Features

Mars vs. Venus
BY ERINN MORGAN
An inside look at how the sexes shop differently—and what you can do to appeal to them in store

When ONLY THIN AND LIGHT Will Do
BY JENEAN CARLTON, ABOC, NCLC
A Back-to-Basics primer on high-index lenses, and when to dispense them to patients

REINVENT YOURSELF!
BY TRAVIS J. REED
Here’s a step-by-step guide to upgrading your look, with examples of how one Indiana O.D. did it

BODY Language
BY SAM WINNEGRAD, MBA, LDO
Words are one thing, but what are you really saying to patients?

IN THE Mood
BY ERINN MORGAN
An inside view of the Top 10 hues for Fall 2014

TAKING AIM
BY BRAD WILLIAMS, O.D.
“Yes, doctor, there is an opportunity for new specialty sports niches in the medical model”

Departments

FRAMEBUYER | Fishing for Success
BY AMY SPIEZIO
WHAT’S YOUR Angle?

FRAMEBUYER | Angling for Business
BY AMY SPIEZIO
DEEP SEE Fishing

STAR STYLE
Starry-eyed

FRAME INTRODUCTIONS
What’s In?

BUYER’S GUIDE
Product Watch

MERCHANDISING RESOURCES
Helpful Tools

ON THE WEB
Get Connected

LAST WORD
The Selling Squad

EDITOR’S LETTER
It’s SHOWTIME

EYECARE BY THE NUMBERS
The Economics of Conversion

ASK THE LABS
Dispensing Glass

PRACTICE ADVISORS
The Pitfalls Of the Old Frame

FIX AND FIT
Fixing Fat Lenses

RETAIL OPS
Don’t Buy Blind

LENS TIPS
Putting Luxe in the Lens

FOCUS ON LOW VISION
Understanding VIPs…

HEALTHY EYES
The UV Link

EYE ON EQUIPMENT
Cutting-Edge Service, Easy Profit

TRAINING TACTICS
Using the New Retail Tools

VISIONOMICS
Tracking Practice Performance

FRAMEBUYER | Buyers Forum
A Different Sort of Board

FRAMEBUYER | Trends Now
BY AMY SPIEZIO
Water Workers

FRAMEBUYER | Coral Chic
BY AMY SPIEZIO
Enchantment UNDER THE SEA


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