Master optician Mark Mattison-Shupnick, ABOM, BS, editor of 20/20 Opticians Handbook, provides a compelling case for supporting licensure and certification for your optical staff. By investing in your staff, you reap a handsome return in the superior service they can provide. Further, he encourages practices to merchandise around an educated staff in all communications with patients. CE courses readily can be found online and for little or no cost. In addition, manufacturer reps often have materials that can be used in training staff. For your best ROI, select courses and design a curriculum for your staff’s optical education that meets your practice goals.