Jesse Walters, an optical lab account representative at Summit Optical, recently presented “Choose Your Words Wisely: Translating Optical Jargon for Your Patients” at Vision Expo in Orlando, Florida. During the session, she offered tips and guidelines to better sell optical products but it in a way that patients will understand. Here, Eyecare Business asked her to provide some additional guidance.
EB: In the presentation, you said, “What you should know is different from what you should share.” How can optical professionals simplify complex lens information without unintentionally underselling value?
Walters: As opticians, we spend our careers trying to understand complicated optical principles as well as keep up with new technologies and advancements in our field. It is impossible, as well as unnecessary, to impart all of this knowledge to our patients. We should be well-versed in the complexities of our products and well-practiced in how to present our recommendations in terms that non-optical folks can understand and appreciate.
Simplifying concepts doesn’t undervalue the product, but instead should make it relatable when explained in terms anyone can understand. Using comparisons—like saying personalized digital lens design are akin to getting a garment tailored versus off the rack, or comparing lens advancements to other types of technology such as high-definition (HD) TV—allows the patient to apply a value to the products that they can visualize.
Where your deeper understanding of optical concepts comes in handy is when you’re faced with the patient who is perhaps an engineer and who has further questions. At this point, if all you’ve done is memorize some sales verbiage but don’t have a comprehensive understanding of how it works, then you have not only lost the value of the product but also trust in your expertise.
EB: How does shifting from “recommending” to “prescribing” lens options change patient trust and decision-making?
Walters: The patient has come to you with the purpose of filling a prescription. If that prescription is simply numbers on a page, then the optician’s job of “upselling” lens recommendations is much more involved and difficult.
The position of optician does not come with an inherent public trust in our expertise like the title of doctor does. We know the doctor specializes in pathology and refraction, and lens technology is the unique specialty of the optician. However, the language of “prescribing” is incredibly impactful and usually only attributed and accepted from the source of a doctor.
If we can get specific lens designs and treatments “prescribed” and on the written Rx, this gives the optician a significant head start and ground to stand on when discussing the benefits of these features. The doctor does not have to do anything but introduce these concepts and write them down on the official record. During the baton pass from the doctor to the optician, this expertise should be verbally acknowledged while reiterating the lens types and features that have been “prescribed.” Having the doctor introduce the optician as a frame and lens expert will transfer patient trust along with the power of prescribing.
EB: What are your most effective benefit-driven phrases when presenting premium options like digital lenses or anti-reflective (AR) coatings?
Walters: I often remind opticians that we have the unique challenge of selling “invisible” products. Where other industries sell technologies that can be easily compared and demonstrated, we must convince patients of the advantages of products we can’t even show them. With digital lens technology, I mentioned using relatable comparisons like tailored garments or HD TVs. I also like to highlight how digital design can address common concerns they might have. I use terms like “image stability” instead of trying to explain correcting cylinder error, or I connect with them about their hobbies and feedback from previous lenses to inspire specific lens solutions and customizations tailored to their unique needs.
I also suggest instead of trying to explain the complexities of free-form design, such as base curve optimization and compensated prescriptions, we can demonstrate precision and personalization through the process of pre-adjusting and measuring extra parameters. Even if you are a skilled veteran of the PD stick and distometer, new digital measuring devices intrinsically give the perception of high-tech design and adds visible value to your products and patient experience.
As for treatments like AR coatings, also intentionally invisible, we need to describe how it has improved from the past, even though it looks no different. I always start with the blunt fact that lenses with glare impair your vision (which is decidedly not why they are purchasing eyewear) and that new premium AR processes are more scratch resistant and easier to clean than any standalone scratch coating. “If you want the most durable lens, you also have to see better.” This may be difficult to convince the skeptic because scratches and debris are more easily seen on an invisible surface and are hidden by glare. This is where demonstration comes in. Have a lens sample with half AR and half glare and lotion-up your hands to add a greasy palm print on both sides. Allow the patient to see the glare masking the smear and how much easier it is to clean and see out of the AR-coated surface.
EB: When working with new presbyopes, what language best prepares patients for adaptation while keeping the experience positive?
Walters: With any big changes in a patient’s visual experience, I advise the optician to “prepare, don’t scare.” Highlight the benefits of a lens design instead of the challenges: “You’ll be able to hold your reading material at a comfortable distance without strain,” and “You’ll experience a seamless progression of focus at all distances.”
I prepare the patient for adaptation time by expressing that it is not our eyes that see but our brain that interprets our vision. When anything is different in our visual field, we initially hyper-focus on what has changed, maybe noticing the parts of the lens that are not in focus, such as the peripheral or floor while walking. I explain that part of adapting to their new progressives is allowing the brain to sort out what information is useful while the rest turns into invisible “white noise” in their vision. It is important to provide this education at the sale and then train them at dispense.
Using progressives is far from intuitive. Opticians must instruct on head position, posture, and focal distances before they leave with their new eyewear. Whether they seem happy or skeptical, new progressive wearers greatly benefit from a follow-up call to check in after a week or so. This allows you to offer corrective adjustments, prescription evaluation, or support before they get frustrated.
EB: In situations involving remakes or unhappy patients, what mindset helps teams consistently present solutions instead of problems?
Walters: This is a great question! I find it so important to remain positive and focus on how you can help instead of what went wrong. It’s very tempting to match someone’s energy who comes back upset, but we have to meet them with empathy, not defensiveness. Customer service is a hard job, requiring you to keep your composure.
Opticians are faced with the delicate balance of being the patient’s advocate while simultaneously resolving complex visual concerns. Remind your team that it does not matter to your patient if mistakes were made or whose fault it is, they just need to be confident in your ability to fix it. You build trust with patience and attentiveness as well as expertise and thoroughness.
Replace words like “troubleshoot” with “evaluation” because there is no need to imply there is trouble. Educate your patient about your evaluation process as well as telling them what you are doing to fix their concerns. Put a positive spin on remakes like, “I can realign your lens and fine tune parameters to improve your experience,” or “I’m glad we have this additional feedback from you so we can make some changes to suit your preferences.”