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Style to Sell!

3 Easy and Effective Tips to Elevate the Client Experience

Eyewear image expert Wendy Buchanan explains how she put her Spec Style approach to good use on national TV.




I RECENTLY HAD THE opportunity to join a Fashion Friday edition of the Canadian daytime talk show Cityline. I was there to offer advice on how to select sunglasses for the upcoming summer season.

My 6-minute segment before a live studio audience on the longest running talk show for women in Canadian history felt like it was over in 60 seconds. However, it came together with a strategic plan that allowed me lots of room for flexibility.

I even gave myself a challenge.

To keep the segment exciting and keep me on the edge (because who wants to stay comfortable!), I offered to fit real people in real time right before the cameras started to roll.

Behind the Scenes

I was joined on the show by a host of other fashion experts. Each had their own area of expertise, from makeup, to running shoe style, to the three-color rule.

For my segment, I had the creative idea to style the stylists. No pressure, right? (Not if you follow Spec Style!)


I visually assessed each woman. I took note of their personal coloring, wardrobe colors, and facial features. Then I quickly categorized them into one of the five Spec Style personalities I’ve developed for my sales process. This is my not-so-secret secret weapon.

As each model arrived on camera, they totally embraced the persona and vibe of the sunglasses I’d selected. The segment worked because it was authentic. I had nailed each individual style.

(Editor’s Note: You can watch Wendy’s segment on CityLine below.)

Making the Connection

As eyecare professionals, it is easy for us to connect with people who are just like us. After all, like attracts like. In these cases, you easily start a conversation, connect with their personality, and select the best eyewear for them quickly.

But how do we connect with people who are not like us? It can be a more difficult task. We tend to stare as we try to figure them out. The selling process can get bogged down. And, unfortunately, it can be all too easy to categorize them as difficult patients.

However, different does not have to mean difficult. We simply need to develop the skillset to identify quickly and accurately the unique personality of each of our clients. Doing so bridges connection gaps and helps us select eyewear for our clients that makes them feel great, look incredible, and, of course, see perfectly.


3 Tips to Help Your Clients

Here are my top 3 tips to elevate the buying experience for each client:

  1. Connect on a personal level. Be curious and ask intentional questions that help you discover the eyewear styles they will like best. Let them show you who they are so that you are not imposing your style on them. Then go a step further. Find out how they want to be perceived when wearing their new specs. Oftentimes, how they present themselves in your optical that day is different than how they want to be seen.
  2. Create a patient journey. Your client’s experience should be exceptional all the way through from the front desk greeting to closing the eyewear sale. If you don’t already have a patient journey, take the time to develop one. Start by asking yourself, “How do I want my patients to feel during each stage in the clinic?” If you don’t offer a remarkable experience every step of the way, clients undoubtedly will walk out your door with RX in hand, hop on their smart phone, and order online.
  3. Convert your patients to buyers. You only get to this stage after you’ve mastered the first two tips. You’ve made a connection and your client feels like you see them. You’ve been generous with your time and focus. At this point, you’ve earned their respect and you are seen as the credible expert. Now you can exert your expert influence and close the sale. As a bonus, you’ll have another raving fan who sends their friends your way!

One Final Thought 

If you are not excited about the frames on your board, it is time to diversify, diversify, diversify!

Keep your boards fresh for you as much as for the client. If you don’t love and believe in what you are selling, it will show in your body language, facial expressions, and the tone of your voice.

Wendy Buchanan is a registered optician, image consultant and educator. She is founder of Perceptions Eyewear Inc., a mobile eyewear boutique, and the passionate trainer behind the Be Spectacular Eyewear Styling System for optical professionals. Visit her at



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