We take care of our faces because, whether we’re conscious of it or not, we all understand it’s what another person looks at when they engage with us. Good or bad, it is the way we initially judge someone. You know that saying, “Don’t judge a book by its cover?” Well, your face is the cover. And, for most of us, we want our “cover” to look good.

So, what do we do? Women apply make-up, men shave. Teenagers fight acne (and their parents). Ah, yes … our faces are important. We brush and floss our teeth because we want to keep our mouths healthy and understand our smiles are important. Our noses, well, who among us doesn’t want to keep them clean? Then we get to … our eyes.

Yes, when we first take in someone’s face, we end up concentrating on their eyes. And, for those who need eyewear, this is phenomenal news for you — the eyecare professional. 

And yet, it ain’t always so easy to sell people the eyewear they need and should have despite the fact that their glasses sit on their faces. What the hell are people thinking? Well, obviously, they’re not thinking enough about their faces in this regard. If that’s so, then they’re probably not paying much attention to their eyes or vision either.

Your job is to remind them what’s truly important. And folks, it’s not their wallets.

"Good or bad, it is the way we initally judge someone."

If money were truly the issue, people wouldn’t spend so much of it on tablets and smartphones. Their eyewear has to be more significant than their phones! Have you ever had a patient balk when discussing their need for AR lenses? Try this: “May I see your phone for a moment? That’s interesting. There’s an AR coating on your phone to reduce glare but you don’t want the same technology sitting on your face, right in front of your eyes?” Then don’t say a word. Wait for their response and take it from there.

You have to think inside-out. You have to use basic logic in helping them understand the value of the best lenses and frames you sell. By the way, logic always goes down a lot smoother with a spoonful of humor. 

“Oh, what’s that you say? You spend the majority of your work day in front a computer, then reading texts on your phone, and then posting on Instagram from your tablet? And then, when you get home, your eyes go back and forth from your phone to your kids making sure they don’t burn down your house? Wow, that’s quite a workout for your eyes and your neck. Tell you what, why don’t we give your neck a break and improve your vision by using the latest technology in lenses? Then we’ll find you some incredibly comfortable and cool looking frames to sit on your extraordinary face.”

You have to make them realize how important their eyewear is. And, to do that, you have to make their eyewear personal. I mean, Holy Henry, it doesn’t get any more personal than what sits on your face, does it? 

Robert Bell is the founder of EyeCoach, a sales and marketing practice. He is considered one of the most inspirational, innovative and effective speakers/trainers in the eyecare industry. His workshop, “Don’t Be Afraid, It’s Only Selling” is highly coveted. Email him at This email address is being protected from spambots. You need JavaScript enabled to view it..


This article originally appeared in the October 2017 edition of INVISION.

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