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    How to increase your optical capture rate



    Escort patient to optical

    Each patient is then escorted to the optical area and introduced to either your optician or his or her helper, referred to as an eyewear consultant. Then, in front of the patient, explain to the optical worker what the patient needs for clearer vision in his or her most visually challenging circumstance.

    What if no one is in the optical? Seat the patient.

    “Mrs. Smith, please review your lensguide while I inform my eyewear consultant that you’re ready to begin the lenses and frame selection portion of the exam.”

    If they are working with another patient, interrupt.

    Get the lead optician or eyewear consultant who is on the floor with a patient to excuse him/herself. Grab the one who is in the frame dispensing portion of the selection process or dispensing eyewear orders.

    Walk with him/her back to the patient you just escorted to the optical.

    Set up a positive experience. For example, “Sally, this is Mrs. Smith. She needs something for near and far. Her present glasses are too heavy and slip down her nose. Please demonstrate our thinnest progressive lenses.”

    The optician then takes the lensguide, looks at your suggestions and answers the patient’s questions.

    Encourage eyewear consultants to not obsess about price or vision plan coverage at the start of the selection process. Challenge them to discipline themselves to base frame and lens recommendations on need and not price.

    However, he or she must be prepared for a “first thing” question about vision plan insurance.

    I have XYZ vision insurance and want just what is covered.”

    “I understand you want to use your coverage. With your permission, I would like to go over what the doctor recommended and then discuss what your plan covers. (brief pause) Dr. Jones marked putting you in a no-glare progressive with premium coatings. What this means to you is….”

    This way, the optician is on his or her way to creating a happy patient that will recommend others to your optical.

    Replacing ordinary conversation

    Donna Suter
    Donna Suter is president of Suter Consulting Group.

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