Your Opticians Are Failing You, and It "Might" be Your Fault

Your opticians play a crucial role in the success of your practice, yet many (not most) are underperforming. Not because they aren’t capable, but because they haven’t been set up to succeed. The real issue? Poor training, lack of strategic guidance, and a failure to align their efforts with the profitability of your practice. I can't tell you how many times I hear from collegues in the industry . . . "They don't care about the doctor's margins."

The Cost of Neglecting Your Optical Staff

Your dispensary can be your primary revenue driver, yet too many practices treat it as an afterthought, the proof is in where it's poistioned on their websites. It's either not there or several layers down in a drop-down menu. Opticians are left to ‘sell’ frames without understanding the strategy behind it. If they aren’t trained to prioritize capture rate, private label frames, and premium options, they will default to what’s easy—selling low-margin (once insurance reimburses) designer frames, often because of a personal relationship with the sales rep. I get it, relationships matter. But when those relationships come at the expense of your bottom line, it’s worth re-evaluating. Apologies if that stings a bit, but the hard truth is that friendships don’t pay the bills, smart business decisions do..

Without clear expectations, proper training, and a structured approach to measuring success, opticians become order takers instead of revenue generators.

What’s Missing? Training and Leadership

1. Lack of Private Label Training

Most opticians don’t realize the value of private branding. They push big-name brands because they’re familiar, not because they’re the best option for the practice. But those big brands? They’re also available online, at chains, and even at big-box stores, often for less than what you can offer in-office. If opticians don’t understand how private labels boost profitability and patient retention, they won’t prioritize them.

I know I sound like a broken record when it comes to private labeling, but there’s a reason for that. I’m passionate about ensuring a strong future for independent eyecare. I own a private label factory, and I see firsthand how practices that embrace private branding create a sustainable and profitable business. It’s not just a theory; it’s a proven strategy that keeps independent ECPs competitive in an increasingly challenging marketplace.

2. No Focus on Capture Rate

Why should an optician care whether a patient buys glasses from your practice or takes their prescription elsewhere? If they don’t see the bigger picture, there’s no urgency to increase capture rate. Practices that educate their team on how capture rate directly affects practice growth, and ultimately job security, see stronger results. When opticians recognize how their efforts tie into the health of the business, they take a more proactive approach to patient recommendations.

But let’s be honest, many doctors and even wholesale frame reps have thrown up their hands, saying opticians don’t care about the doctor’s bottom line. They just want to do their job, get paid, and go home. And while that may be the prevailing culture in many workplaces, in eyecare, opticians hold a unique position as the frame buyer. Their choices directly impact practice profitability. So the real question is: How do we encourage them to take a more active role in the financial success of the business?

3. Failure to Teach Value Positioning

Patients don’t always know what they need, and opticians should be their guide. But many opticians lack the confidence or knowledge to explain why premium lenses, coatings, and second-pair sales matter. They take the path of least resistance instead of positioning high-margin products that improve both patient experience and practice revenue.

Fix It Before It Costs You More

Your practice is only as strong as your weakest link. If your opticians aren’t prioritizing profitability, it’s because you haven’t given them the right tools and leadership. The fix?

• Implement structured training that focuses on private label advantages, premium sales techniques, and the importance of capture rate.
• Create a culture of growth and accountability where opticians understand how their role impacts the success of the business.
• Encourage thoughtful purchasing decisions by engaging opticians in discussions about which frames and product mixes best serve both patient needs and practice profitability.
• Monitor and coach regularly to ensure opticians aren’t just educated but also executing the strategies that drive profitability.

The Bottom Line

Your opticians aren’t failing you—you’re failing them. Set them up for success with training, clear goals, and a business-first mindset, and they’ll not only drive revenue but also improve patient satisfaction. The choice is yours: continue losing sales or build a team that actively contributes to your bottom line.