Mark Mattison-Shupnick, ABOM, BS, editor of 20/20 Opticians Handbook, believes that optical staff will be motivated to meet practice growth goals–once you present these goals in language they understand. Managers tend to speak in accounting terms: “Let’s increase AR capture rate to 60 percent from 40 percent.” More effective: “If we just sell one more pair of AR lenses per day, we’ll meet our goal!”
