The ‘art’ of the optical deal A visit to two innovative optical shops reveals differing portraitures of providing better customer experience and increasing capture rate. How to effectively handle dispensary complaints Having a clear understanding of expectations from optical dispensary consumers is key to being able to resolve complaints. Is your dispensary’s return policy hurting business? March 15, 2016 By Arthur De Gennaro Various components of a dispensary’s return policy— time, refund, restyling, and scope— can make or break the success of sales. Making the case for computer lenses October 15, 2015 By Arthur De Gennaro A knowledgeable optician is obviously an asset to an ophthalmology practice that is wanting to make computer lenses available to a greater number of its appropriate patients. What makes a good optical manager? September 15, 2015 By Arthur De Gennaro When vetting candidate for an optical manager position, it is often more important to identify managers with the right leadership profile than those with technical competence. 7 steps to boost optical revenue August 01, 2015 By Arthur De Gennaro Following specific steps in the retail-selling process will increase the likelihood that customers will make a purchase. Post-closing issues deserve attention to avoid buyer’s remorse April 15, 2015 By Arthur De Gennaro Remember, “The devil is in the details.” An optical buyer can quickly go from excitement about a purchase to distress when the order is not ready on time or if the new eyeglasses are flawed in any way. How the right closing statement can turn optical shopper into buyer March 15, 2015 By Arthur De Gennaro In the closing statement, the optician uses one of any number of techniques in the hope that the customer agrees to make the purchase. How to overcome the optical shopper's objection February 15, 2015 By Arthur De Gennaro Overcoming objections is one of the most difficult techniques for opticians (and most salespeople) to master. The trial close: When to ask for the sale in the optical dispensary September 15, 2014 By Arthur De Gennaro The successful optician must have the ability to recognize the signs that a prospective shopper is ready to become a buyer of optical products.