Andrew Bruce in one of the opticals where he worked. Bruce says setting the right goals with opticians can make a huge difference to your optical sales and practice profitability.
Effective goals for opticians
By Andrew Bruce, LDO, ABOM, NCLEM, FCLSA
April 2, 2025
As an optician, I learned that setting effective goals is crucial for driving success in our practices. In my experience, implementing targeted goals not only boosts sales, but also enhances the overall patient experience.
Here’s how I navigated this process and the tangible results we achieved, including a 75 percent increase in second-pair sales.
Examples of Goals We Set
In the past, I set various goals for our opticians, including:
- Increasing our practice followers on Facebook
- Promoting the use of free-form, compensated lens designs like PALs and SV
- Encouraging lens enhancements such as photochromics and AR coatings
- Boosting additional pair sales
- Promoting contact lenses to full-time eyeglass wearers
These goals have been instrumental in shaping our practice’s growth and patient engagement.
Deciding on Focus Areas
When it comes to selecting which goals to focus on, I often turn to industry periodicals for inspiration. They provide valuable insights into what has worked for other offices.
Personally, I found that evaluating accomplished goals on a quarterly basis works best. Anything less doesn’t provide enough data, while anything longer can lead to disengagement among staff.
Involving Opticians in the Process of Setting Goals
I firmly believe in the importance of involving opticians in the goal-setting process. Encouraging input from staff members fosters a sense of ownership and commitment.
After all, it truly takes a village to succeed!
Real Examples of Goal Achievement
One of the most impactful goals we set was to increase second-pair sales. Here’s how we achieved that:
- Promotional Discounts: We offered a 50 percent discount on additional pairs purchased on the same day and a 40 percent discount within 30 days of picking up the first complete pair.
- Informative Materials: We printed business-card-sized cards promoting our extended additional pair discount policy, which we handed out to every patient who purchased a complete pair.
- Staff Training: We trained all staff members—not just opticians—on how to discuss additional pair needs with patients. This included role-playing scenarios to enhance their communication skills.
- Lunch and Learn Events: We organized sessions with lens representatives to educate our staff about various lens options.
As a result, our additional pair unit sales skyrocketed by approximately 75 percent over three months!
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While the discounts reduced the sale value, they still contributed significantly to our revenue. Our lab also offered comparable discounts, which helped offset the costs.
The Importance of Ongoing Training to Reach Goals
Continuous training is vital for achieving our goals.
For instance, after successfully increasing additional pair sales, we continued with role-playing exercises during training sessions. This approach kept the atmosphere lighthearted and engaged the staff, making learning enjoyable.
Effective Incentives for Motivation to Achieve Goals
Incentives play a crucial role in motivating opticians to reach their goals. In one office, we provided monthly bonuses for meeting specific targets. Other practices offered to cover the costs of attending state association conferences or even provided paid days off for top performers.
I found that treating the entire team to lunch at the end of each quarter fostered camaraderie and encouraged everyone to actively participate in achieving their goals.
Utilizing Technology for Tracking Progress Toward Goals
Our practice management system allowed us to track each optician’s sales and progress effectively. By leveraging technology, we could monitor performance and make data-driven decisions to optimize our strategies.
Mid-Process Check-Ins About Goals
I recommend checking in with opticians at mid-process points rather than waiting until the end of the measurement period. During office meetings, I would discuss each optician’s progress and provide additional guidance as needed. This proactive approach helped ensure that everyone stayed on track toward their goals.
Cultivating a Goal-Oriented Mindset
Some opticians are naturally more goal-oriented than others. For those who aren’t, I focus on hiring practices that prioritize driven individuals. However, for those who need encouragement, I emphasize the importance of setting personal goals and celebrating small victories along the way.
Conclusion: It’s About More than Numbers When Working Toward Goals
Setting effective goals for opticians is not just about numbers; it’s about creating a culture of success and collaboration.
By implementing targeted strategies, involving staff in the process and providing ongoing support, we can significantly enhance our practices and improve patient care.
The 75 percent increase in additional pair sales is just one example of what’s possible when we set our sights high and work together toward common objectives.
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Andrew Bruce, LDO, ABOM, NCLEM, FCLSA, is a 2023, 2024, and 2025 Contact Lens Institute Visionary. He is a licensed master optician and contact lens fitting specialist in Vancouver, Wash., and founder of ASB Opticianry Education Services. To contact him: asbopticianry@gmail.com
