Sales isn’t about pushing products—it’s about moving people. In this episode of Revenue RX: Optical Retail Wins, I break down one of the biggest questions in optical retail: When should you sell, and when should you simply connect?
Many optical professionals focus on the transactional side of sales, trying to persuade customers to buy. But the reality is, the most successful businesses don’t just sell glasses—they serve their customers. Selling should be less about convincing and more about guiding. When you understand your customer’s needs, wants, and motivations, you don’t have to “sell” at all—because they’re already ready to buy.
Moving People: The Shift from Selling to Serving
Selling today isn’t just about closing deals—it’s about building meaningful connections. Whether you’re negotiating, educating, or recommending a product, your ability to influence customers without manipulation is key.
Studies show we spend nearly 40% of our work time engaging in non-sales selling—persuading, convincing, and influencing others in ways that have nothing to do with transactions. The best salespeople don’t sell at all—they listen, educate, and build trust.
The key to success? Perspective.
When you take the time to see things from your customer’s point of view, you create a win-win situation. Selling isn’t about pushing a product; it’s about finding solutions that benefit both the customer and your business.
Optical Retail: Needs vs. Wants
Optical sales are unique because every transaction has two layers:
✔️ The Need-Based Sale – The prescription, the eye exam, the necessary lenses.
✔️ The Want-Based Sale – The frames, the fashion, the self-image, the experience.
Customers assume their lenses will function correctly—but their real focus is on the look and feel of their eyewear. This is why the dispensary experience is so critical. If a patient has a great eye exam but a frustrating or impersonal buying experience afterward, they will leave unhappy—even if their glasses are technically perfect.
Research shows that 50% of customer loyalty is based on the experience during the purchase, not the product itself. That means your ability to connect with customers is just as important as the quality of the eyewear you sell.
Stop Selling Glasses. Start Making Money.
Optical retail isn’t about selling an image—it’s about helping customers express their own. When you approach sales with this mindset, every interaction becomes transformational instead of transactional.
Customers don’t just buy glasses—they buy confidence. They buy self-expression. They buy trust in your expertise.
How do you build that trust?
✔️ Focus on service, not just customer service. Serving the customer means making them feel valued beyond the transaction.
✔️ Guide, don’t push. Let the customer discover what they truly want instead of just showing them what’s available.
✔️ Inspire, don’t manipulate. Price-based promotions may attract one-time buyers, but an exceptional experience builds lifetime loyalty.
Educate to Empower: The Key to Moving Customers
Education is one of the most powerful sales tools—because informed customers are confident customers. When you teach instead of sell, you help customers see the value in what they’re buying, rather than just the price.
A great example? Visual selling aids.
✔️ Simple in-store displays showing lens coatings, progressive lenses, and blue light protection can educate customers without a sales pitch.
✔️ Personalized lifestyle questions help frame the conversation around their needs, not just your inventory.
✔️ A well-trained staff that educates rather than sells boosts trust and increases multi-pair sales naturally.
Taking Control of the Sales Journey
The best sales experiences are intentional from beginning to end. Here’s how you can take control of the process:
- Address Financial Concerns Early
Many opticians avoid discussing price until the end—but this creates unnecessary tension. Instead, start the conversation early:
✔️ Ask about insurance benefits and budget at the beginning.
✔️ Offer multi-pair promotions upfront (e.g., buy one, get a discount on the second pair).
✔️ Shift the focus from cost to value—help customers see why investing in quality eyewear benefits them.
- Show Value with Transparency
One of my favorite strategies is the modified Ben Franklin close. Here’s how it works:
✔️ Write down the full, un-discounted price of all items.
✔️ In a second column, apply available promotions (discounted second pair, free lenses, etc.).
✔️ Show the customer the price difference side by side, crossing out the original amounts.
When people see how much value they’re getting, they’re more likely to say yes—even if the final number is slightly above their budget. Value always wins!
- Build Long-Term Relationships
Sales don’t end when the customer leaves the store. If you want them to come back, follow up with gratitude.
✔️ A simple handwritten note or a quick call to check on their glasses makes a big impact.
✔️ Surprise them with a thank-you gift, like a bottle of wine or flowers.
✔️ Never “pitch and ditch.” Your next sale is much easier when the customer already trusts you.
Remember: Selling to strangers is hard. Selling to loyal customers is easy.
Final Thoughts: The Power of Asking
Many opticians hesitate to ask for the order—but sometimes, a simple, confident ask is all it takes.
I learned this firsthand during an interview at Xerox. After multiple rounds, I finally asked, “Do I have the job?” Their response? “Yes, we were waiting for you to ask.”
The same rule applies in optical sales. If the customer is ready, ask for the order. When they say yes, stop selling and start writing it up.
✔️ Take control of the process.
✔️ Focus on service, not just sales.
✔️ Inspire rather than manipulate.
When you do this, you won’t just make more money—you’ll build a profitable, customer-focused business that thrives on trust and connection.
Tune In to Learn More!
Want to learn how to sell less and earn more? Listen to this episode of Revenue RX: Optical Retail Wins, where I break down how educating, serving, and inspiring customers leads to higher sales and stronger retention.
And don’t miss the next episode, where I’ll reveal how to increase revenues organically—without spending extra money on marketing!
Because at the end of the day, the only revenue source in any business is the customer.
Joseph Mireault
Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.
Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.
He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.
Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.
Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.
His insights are shared with optical business owners aspiring for greater success in his new book, “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”
