How Can This Practice Address an Optician Who Keeps Downselling?

VICTOR, THE OPTICAL MANAGER at Eye Care on Main, was reviewing 2025 sales data to use as talking points for upcoming annual staff performance reviews. As in 2024, he noticed that one optician, Lexi, had sales numbers significantly lower than all of the other opticians.

Victor knew Lexi would often downsell or talk customers out of sales out of the goodness of her heart, trying to save them money. With this in mind, he turned to the floor to listen to her interacting with customers.

As he approached the optical, Lexi’s current customer asked, “I’ve seen commercials advertising a lens that cuts down on glare while driving at night.

What is that and can I get that on my glasses?”

Lexi asked, “Do you drive at night often?”

The customer replied, “I wouldn’t say frequently, but sometimes… and the glare really bothers me.”

“Since it’s not often, I recommend saving the money. You’ve never had an anti-reflective coating before, so you’ll be fine without it,” Lexi replied.

After the customer left, Victor approached Lexi, “Hey, is there a reason that when your last customer inquired about AR you did not explain it to her for her to decide if she wanted it, and instead advised against it?”

“I just figured she would appreciate saving money more than paying for AR when she only drives at night occasionally,” Lexi answered.

“Lexi, we are here to serve our customers — in the future, when you’re asked about something, please explain it to the customer so they can make their own decision on cost versus benefit.” Victor continued, “As opticians, people come to see us for our expertise — we provide solutions for their optical needs. In this particular case, she would have benefited from AR not just at night, but probably in the daytime as well. And she brought it up, indicating that cost was not an issue. We should only suggest that a customer not purchase something when it is a bad solution.”

“I understand, Victor.” Lexi added, “I will try harder to not suggest removing options.”

Hoping his directness was effective, while knowing this has been addressed prior, Victor decided to keep all ears on Lexi.

Later that week, Victor heard Lexi tell another optician her next customer was a first-time progressive wearer. He decided to hover around to hear how the transaction went. After only a couple of minutes, Lexi returned to her desk.

Victor looked at her notes to see what she had sold.

“Lexi, I am interested to learn more about the needs of your last customer.”

Victor added, “How did that go?”

“Oh fine, he was super easygoing — I sold him the lab’s house progressive, so he didn’t have sticker shock coming from single vision,” Lexi answered.

Victor sighed and asked, “Did you educate him on how progressives work and explain the difference between lens price points?”

“Well, no…” Lexi mumbled.

“Why did you assume the customer’s budget and not do your diligence as an optician?” Victor countered.

Cynthia Ann B.
Wyoming, MN

She may need to shadow another optician to learn the talking points of selling premium products and believing that the cost is worth it. I have found it beneficial to personally wear the products and see the benefits myself.

Breeze H.
Post Falls, ID

If the optician is making those choices without giving her patients the options, those glasses may not work well for them. Anti-glare can be a big change and maybe the patient CAN drive at night with it. And the progressive lens adaptation will be smoother with a good lens vs. basic. Maybe they are doing near work often and need the better vision that another lens provides. Even if you can guess the choices that they’ll make, ALWAYS give them the options. Transitions, upgraded material, AR, lens design… Educate your patient and let them decide what they’d like. Options are good. And you’ll have less problems in the future with the glasses!

Lori H.
Moscow, ID

Since Lexi seems to be making the decision for the customer, perhaps having management make some decisions for Lexi would help. Request that she limit her lens options, especially PALs, to two or three that are digital, customizable, and high quality.

Management could also require that all lenses sold include AR unless the patient refuses it.

Review the benefits of the options chosen and be sure that Lexi can clearly explain those benefits to the patient. When I started in optical 12 years ago, I too had sticker shock. My manager pointed out that shoppers choose their stores, some buy shoes at Payless, some choose a mid-range shoe store or department store, some shop only at Nordstrom, etc. This helped me see that while my office may not fit everyone, I didn’t have to apologize or feel guilty for what we sold.

Matthew P.
St. Petersburg, FL

Victor is not overreacting. I pride myself in not upselling and not selling add-ons that don’t provide a real benefit (i.e., I don’t offer 1.67 or 1.74 to a -1.00 spherical patient) but if something will be helpful, cost is not my concern. I ask questions and make recommendations, letting them know all the while that ultimately, they get whatever they want. If someone tells me they’re on a budget, I try to meet that and help them figure out what options are best to cut with the least impact on what’s most important to them. Victor may not have considered that he’s likely losing patients when their questions essentially get ignored in favor of saving them money. Lexi is best addressed on this matter by explaining that her focus on saving her patients money isn’t actually helping with their vision and is actually doing them a disservice. It’s the patient’s job to manage their money, while it’s her job to improve their vision by helping them create glasses based on their needs.

Whitney H.
Missoula, MT

Okay, it appears that Victor has some course-correcting to do. While Lexi may think that she is saving her patients money, she is doing them a severe disservice. Firstly, never judge a book by its cover, basing your recommendations on how a patient looks or what you think you perceive that they can afford not only disrespects the patient, but also hurts your optical. Moreover, if a patient is asking about anti-reflective coating for night driving, the appropriate response would be, “Yes, it will help with the oncoming headlight glare for night driving. Additionally, it will help you in any low light situation by making things a bit clearer and crisper.” The same for progressives; sticker shock is a real thing but let the patient decide what they are willing to pay for and what is of value to them after explaining the features of each of their choices. A lunch-and-learn or general optical meeting regarding proper optical selling technique has the potential to shore up that problem.

Cindy H.
Chattanooga, TN

I see it as an ethical issue, not a money issue. As an optician, my job is to educate the consumer to give them the best vision possible. How much or how little they have to spend is none of my business. Every customer deserves all of the information to allow them to make the best choices for their personal lifestyle and vision needs. I can’t imagine going into any other type of business and being talked out of something that would improve my life because they’re trying to save me money — or worse, they think I can’t afford it or don’t deserve it. The audacity!