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Prejudging patients’ ability to purchase high-value eyewear.
By Barbra Dey,
Dey Ophthalmic Consulting
Feb. 12, 2025
As a seasoned professional in the optical industry, I have noticed a recurring challenge that affects many opticians: the tendency to “sell from your own pocketbook.”
This subtle, but impactful, issue can significantly affect both customer satisfaction and business profitability.
I observed this over the years in numerous practices. I will identify the pitfalls of this approach and provide you with actionable solutions.
What Does “Selling from Your Own Pocketbook” Mean?
This phrase refers to the tendency of sales professionals to make assumptions about a customer’s budget or preferences based on their own financial situation or personal biases.
In the context of an optical showroom, this can lead to missed opportunities and sub-optimal patient experiences.
During a recent practice visit, I spent several hours observing optical staff as they assisted patients.
In my first interaction, I observed an optician working with a middle-aged man. After checking which progressive lens he was currently wearing, the optician recommended the same basic lens, without introducing him to premium options that offer higher-quality vision and a larger field of view.
Her reasoning? The patient wasn’t complaining about his current pair, and in the optician’s opinion, the premium lenses were too expensive.
On another occasion, an optician was assisting a patient who was an avid sport fisherman and needed new prescription sunglasses that could be used both for fishing and general wear.
The optician immediately directed him to the basic sunglass rack, overlooking the premium brands the practice carried, like Maui Jim and Costa—brands that might have been ideal for his needs.
It became evident that the optician didn’t fully understand the value of these brands, and in addition, assumed the patient couldn’t afford them. Ironically, this patient had the latest iPhone, suggesting he might have been open to investing in top-quality eyewear if given the option.
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These encounters highlight the impact of an optician’s personal biases and assumptions on patient care and practice revenue.
Other telltale signs I observed are employees hesitating to recommend premium materials such as thinner, lighter lens options for higher prescriptions, or even a premium no-glare coating, which I personally feel is a huge disservice to any patient.
I also observed opticians failing to present solutions for second pairs, when the patient in front of them was clearly asking for solutions to relieve neck issues or eyestrain related to long hours spent on computers daily, or frustration with vision when wearing their non-prescription sunglasses.
Pitfalls
The downsides of selling from one’s own pocketbook extend far beyond lost revenue opportunities and missed chances to provide patients with the best possible visual solutions.
When optical managers or team members hold back from recommending premium options due to personal spending biases, they not only limit the team’s overall potential; they risk undermining patient trust.
Patients rely on the expertise of their optical providers to guide them toward the most effective solutions, and when recommendations are influenced by personal biases rather than patient needs, it can erode this trust over time.
If you have a very young patient, or one with a high prescription, why wouldn’t an optician at minimum suggest a second/back-up pair?
This mindset can also hinder the professional growth of the entire team, impacting their confidence and skill in recommending premium solutions. When team members aren’t encouraged or trained to confidently present a full range of options, they miss valuable opportunities to grow their own knowledge and experience.
Ultimately, selling from a limited perspective creates a bottleneck for business growth. When patients sense that recommendations are being “held back” or overly conservative, they may seek alternative providers who prioritize their unique needs.
In the long-run, this approach not only impacts financial performance, but also limits the practice’s reputation as a trusted, innovative provider of advanced optical care.
Recognizing these Pitfalls as the First Step
Awareness is the foundation of change, and recognizing the pitfalls of selling from one’s own pocketbook is an essential first step for any optical team. Self-awareness helps managers and opticians identify moments when personal financial perspectives might unconsciously influence their recommendations.
By acknowledging these tendencies, professionals can start to separate their personal habits from their professional approach to customer service.
Encouraging managers and opticians to discuss their thoughts openly fosters a culture of transparency and learning. This self-reflection benefits their individual growth and promotes a healthier team dynamic.
When everyone can admit that personal biases may influence their sales approach, it becomes easier to adopt a more patient-centered mindset, focused on what truly serves the patient’s best interests.
This shift in perspective can lead to more tailored recommendations, higher customer satisfaction, and, by extension, increased sales.
Breaking the Habit
Focus on understanding each patient’s unique needs and budget. Approach their questions with an open mind, setting aside all personal financial biases. Review case studies to identify missed opportunities and work with your team to explore alternative solutions that could have better met the patient’s needs.
This approach will help you provide the best possible solutions and build stronger, more trusting relationships with your patients. Here are a few steps to approach this:
- Training programs that emphasize needs-based selling rather than price-based selling.
- Role-playing exercises to practice presenting all options without bias.
- Regular team discussions about the value of premium products and how they benefit different patient segments.
- Implementing a consistent sales process that ensures all patients are presented with a curated range of options.
Bottom Line: Train Opticians Not to Prejudge Patients & to Offer the Best Options to All
Overcoming the tendency to sell from your own pocketbook is crucial for success in the optical industry.
By recognizing these unconscious biases, implementing structured training programs and maintaining a patient-centered approach, optical professionals can better serve their clients while improving their practice.
Remember that each patient deserves to be presented with options, allowing them to make informed decisions about their eyecare investments.
When we set aside our personal financial perspectives and focus solely on meeting patient needs, we enhance the quality of care and build lasting relationships that drive practice growth and success.
The key is to approach each interaction with an open mind, present all suitable options and trust patients to make the best choices for their unique situations.
Barbra Dey, President of Dey Ophthalmic Consulting, brings over three decades of experience to help eyecare practices thrive in today’s competitive market. Barbra specializes in assessing practice operations, delivering actionable strategies, and working alongside leadership teams to implement transformative change. Her mission is to empower eyecare practices to unlock their full potential and achieve sustainable growth. Contact Barbra at barbradey@outlook.com
