Optical Retail Success 113

Tasty, weekly nuggets of random goodness; tips, stories, and science hand-picked to help you find the most success in your optical retail business/career.


Judgement Day

Judge not, lest you be judged.
— Jesus

While it may sound far-fetched, the growing obsession that industry “professionals” have with complaining about their customers—granted usually behind closed doors or screens as the case may be—may be as big of a threat to us as online sales itself. Complaining about the people we serve has become so commonplace and so accepted that it’s even a regular part of major industry publications. Before you say, “Keith, lighten up! We just need to vent.”, consider that complaints have a tendency to encourage more complaints that then compound and spread like a cancer. Whether you think you’re susceptible or not, when you are surrounded by negativity, it has the potential to creep into your head and affect how you treat people—particularly for those new to the industry or those not necessarily as committed to the craft as others. Is this the mindset we want to spread? As we are struggling for our future, how can we ever hope to compete if we view the people we claim to serve through a lens of contempt?  

“Why do you look at the speck in your brother’s eye, but do not consider the log in your own eye?” This line is similar to what Seneca—possibly born the same year as Jesus—wrote: “You look at the pimples of others when you yourselves are covered with a mass of sores.” The sad irony is that so often the complaints I hear (or read) are problems of our own creation. So, why not instead of complaining or “venting”, choose to see the problems our customers pose as opportunities to either serve or make changes for the better. When you hear others complain, suggest they do the same.

Invest in some ointment. Our future depends on it as our own judgement day draws near.



There Are No Stupid Questions

Why “I can get a frame for $14.99 at Zenni. I can get a frame and lens for $99 at Warby. Why should I get my frames and lenses from you?” is the exact question you want to hear.

This, BTW, is definitely not a stupid question.


Caption This

For you Instagrammers out there, here’s something I still need to work on.

While photos might have started out as the main way to stand out and build a following, captions have taken on an increasingly important role. This is especially true for influencers, who are now operating in a very crowded space: Standing out requires more than just a pretty picture; it requires a caption that will build, connect with, and engage audiences.

How to write a winning Instagram caption

Remember, an effective Instagram (or Facebook) page isn’t a vehicle for you to post a constant stream of ads or nasty eye pics, it’s a way to connect and build relationships. No, it’s not easy and yes, it requires effort, but that’s how it works. It’s called social media for a reason.


Smize Up Your Customers

Here are some great photo tips intended for IG influencers to get better pics of themselves, but they are also great tips for getting the best shots of your customers in their fabulous new eyewear. Among them is smizing—or smiling with your eyes.


The Heir Apparel


I’ve gotta think accessories—and even clothing—are a huge missed opportunity for many eyewear retailers. As more sales walk out the door to purchase online, why not try to recoup some of that AND give your customers a reason to visit more than once every two years, through the sales of something far less labor intensive? Even if you think that route is not for you, there’s something to be learned here in 5 Fast Tips to Sell More Apparel. 


Plum Local

Being local and involved in your community, not only with potential customers, but in collaborating with other businesses, is a massive way to stand out from online retailers. Here are some ideas for doing just that. 

My favorite:

Launch an Epic, Niche [Local] Gift Guide
Come together with other local retailers and make a unique gift guide with curated selections of gifts from every store. This way you can get your products out to more customers while also promoting other local businesses, driving more attention to the area you’re in rather than just the store. This will bring customers out to shop around in that area.


Meditate on This

As the popularity of mindfulness grows, brain imaging techniques are revealing that this ancient practice can profoundly change the way different regions of the brain communicate with each other—and therefore how we think—permanently. Science is proving that, like exercise, mediation has an intriguing range of mental and physical effects, that include the obvious, like stress reduction and the ability to focus, to the unexpected like pain reduction throughout the day. 


Optician Troubleshooting: Problems WIth Plus Powers

A quick lesson in considerations when troubleshooting issues customers may have when dispensing plus powers and add powers.



Through the OpticianWorks free video lessons, Laramy-K Optical is making every effort to provide better and more accessible education for opticians everywhere, but we’re only able to do it with your support.

You can help keep it going in two ways:

Become a paid member of OpticianWorks.com for access to the best in online optician training (The videos are only a small portion).

Or, even better, open a Laramy-K Optical lab account for the very best in independent uncut work and we'll throw in the OpticianWorks memberships for free! Your customers and your staff will thank you!


I hope you enjoyed this edition of Optical Retail Success.  

Here’s to your success in this year and beyond.

Thanks for reading and sharing!