Optometric Management Tip # 443   -   Wednesday, August 11, 2010
A Tip for Staff Only: What Do You Sell?

If you're a staff member in an eye care office, you should know that a big part of your job is selling. That may seem obvious for some job descriptions like optician, but it is actually true of every staff member who works with patients; even front desk and clinical specialists. Your success as a salesperson is vital to your practice in ways you may not think about, but if you improve your sales ability, you will continue to grow in your career.

In this article, I'll broaden your view of selling and give you some tips on how to improve your skills. Let's start by figuring out what it is that you are selling! It is not just the obvious things like glasses and contacts.

Consider the following list of goods and services and ask yourself if you ever "sell" them.

  1. Tell me how you use your eyes at work.
  2. Do you have any hobbies?
  3. Do you participate in outdoor activities?
  4. Do you use a computer?
  5. Do you drive long distances?

Selling is so important to your success as an eye care staff member, that I strongly recommend that you become an expert. Start by reading some books on sales techniques from your local bookstore or library.

Best wishes for continued success,

Neil B. Gailmard, OD, MBA, FAAO
Chief Optometric Editor, Optometric Management