Key Takeaways
* Set expectations early by capturing patients from their very first interaction, positioning eyewear as an essential part of their care experience.
* Create an experience, not a sale: Guide patients through a curated optical journey focused on personalization and confidence, not just products.
* Lead by example: Collaboration between doctors and opticians—and wearing what you sell—builds trust, credibility, and inspires purchases.
In today’s challenging retail climate, opticians are asked to do more than sell frames—they must deliver a memorable experience that turns every interaction into a relationship. In this Defocus Media episode, Dr. Darryl Glover welcomes Mikki Collins, Business Development Manager for Buying Groups and Alliances at Safilo, to share her Top 5 Optical Sales Tips.
Mikki Collins
Collins’s career has spanned nearly every corner of eye care—from surgical assisting and practice management to eyewear sales and brand strategy. Her insights reveal that sustainable success in optical retail comes from communication, collaboration, and confidence.
Table of Contents
Key Takeaways1. Capture Patients from the First Interaction2. Solidify the Need for Eyewear3. Curate a Branded Optical Experience4. Strengthen the Doctor–Optician Partnership5. Wear What You SellSpotlight: Safilo 2026 CollectionGrowth Beyond the Comfort Zone
1. Capture Patients from the First Interaction
The sales process begins long before a patient reaches the optical area. Effective practices establish expectations during the scheduling and check-in phases. Reception teams can subtly reinforce the idea that eyewear selection is part of comprehensive eye care by asking whether patients wear glasses, reminding them to bring their eyewear, and discussing what they are looking for in a new pair.
This early engagement frames the optical visit as a continuation of the clinical experience rather than a separate retail event. It also helps set a tone of professionalism and ensures patients arrive ready to explore solutions, not just complete an exam.
2. Solidify the Need for Eyewear
Once patients are in the office, the focus should shift from selling products to understanding lifestyle needs. Asking about daily activities, hobbies, work environments, and upcoming events allows opticians to position eyewear as a personalized solution. These conversations reveal opportunities for second-pair recommendations, such as computer glasses, sunglasses, or specialty lenses for sports and reading.
By connecting the eyewear purchase to a patient’s individual lifestyle, opticians reinforce the medical and functional value of their recommendations while differentiating their services from online or discount retailers.
3. Curate a Branded Optical Experience
A cohesive and curated environment is one of the strongest tools for optical success. Collins emphasizes the importance of organization and branding within the frame gallery. Rather than letting patients browse aimlessly, she suggests conducting a short style consultation to identify color preferences, face shapes, and frame materials that best suit the wearer.
