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Block the sale by offering ideas that keep patients from making online sales
By Maria Sampalis, OD
Oct. 15, 2025
Sometimes you need to change your perspective to find success in an evolving industry. That was the case for me as I tried to find a strategy to tackle the competition: online retailers. These companies have sold tens of millions of pairs of eyeglasses. It’s a struggle—even in a corporate location—to compete with the appeal of $15 pairs of eyewear to a consumer.
Optical sales often account for 60% or more of revenue in many private practices. Perhaps, like me, you have focused on KPIs like capture rate, staff bonuses on upgrades and maximizing insurance reimbursements to increase optical sales.
We’ve always believed that the higher the capture rate, the higher the compensation for optical staff and the stronger the practice. And while that may be one path to success, what do you do when sales still aren’t coming in or remain stagnant?
We can’t just passively rely on optical sales. This is when I say it’s time to play defense. Just as in sports, defense can win championships—why not use the same approach to strengthen our profession long-term?
Block the Sale
I’m taking a proactive approach through conversations and education about options that exist other than typical eyewear. I may not get the optical sale, but when patients follow this advice, neither does the online retailer.
Consider these candidates and conversations in your own practice.
- Contact lenses for new wearers. There are so many opportunities here across the board from your youngest patients with myopia management to a wide portfolio of daily wear options for children and adults. Talk to patients about how a multifocal or monovision option could help improve their vision and lifestyle. Fit premium products that can’t be purchased just anywhere. Maximize your ability to keep the sale when you can and make more money. Their positive experience wearing contact lenses could deter them from turning to online retailers for eyeglasses as often.
- Refractive surgery for eligible candidates. Consider who may find success with a refractive surgery option. Patients with astigmatism could be a great candidate, as maybe they considered surgery years ago but were told they could not proceed at that time. These patients can become eyewear-free, and these connections can also build up a network for co-management with your business.
- Cataract surgery with premium IOLs. Discuss lens implants that reduce or eliminate the need for glasses with appropriate candidates. Older patients may appreciate the benefit of no longer needing eyeglasses or as often.
- Other cutting-edge solutions. Stay current with what’s new and available to offer your patients. Perhaps it’s presbyopia drops for patients who want freedom from reading glasses.
Be Thorough and Alert for Opportunity
Make notes about these conversations. Be familiar with the last time a patient bought eyeglasses or if they are currently wearing contact lenses. Be sure to follow up when you’ve already planted the seed. Look for every opportunity to stop fueling online retailers.
My philosophy is that if I’m not making the sale, no one is making the sale. Playing defense isn’t about giving up on optical—it’s about protecting the value of our profession. Let these conversations and alternative options pave the way towards blocking the sales from online retailers. Build trust with education. Show patients the value in coming to your business.
Read another article by Dr. Sampalis here.
Read more marketing articles on Review of Optometric Business here.
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Maria Sampalis, OD, is the owner of Sampalis Eye Care in Cranston, Rhode Island. She is also the founder of Corporate Optometry on Facebook. Dr. Sampalis is also founder of the job site, corporateoptometrycareers.com. She is available for practice management consulting. To contact her: msampalis@hotmail.com |
