What Can This Frame Rep Do to Reverse Her Tanking Commissions?

JEN, A FRAME REP, had come to the tough decision to cancel some upcoming plans with her friend Eve, an optician at a practice she had an account with.

Eve picked up the phone. “Hey, you — I hate to do this, but I’m not going to be able to go out next Friday,” Jen said.

“No worries. Can we move to the Friday after?” Eve asked.

“No, I’ve got to cancel,” Jen said sadly. “My commissions have really taken a hit lately — I need to cut all non-essential expenses.”

“That sucks. Is there any way I can help?” Eve asked.

“You can buy a boatload of my frames!” Jen laughed, “Nah, just kidding. Do you have a few minutes to troubleshoot with me?”

Eve replied, “Of course, tell me more.”

“I can’t pinpoint a cause; it’s many reasons and that’s why it’s so difficult,” Jen stated.

“Your income drops when you sell fewer frames,” Eve replied. “So, are offices just buying less because of the economy?”

“No. I’ve been trying to identify the ‘why’ behind fewer sales and it’s for every reason in the book.”

Jen continued, “If I could hone it into one thing I’d say it’s because offices are short-staffed and having staffing changes.”

“Offices still need to sell frames though, regardless of who the opticians are…” Eve pointed out.

“Yes, but there’s more to it than that,” added Jen. “If an office is short-staffed, they don’t have time to visit with reps. When there’s staff turnover they, one, don’t know any of the reps and don’t want to meet them and, two, are new and learning so they don’t have spare time to spend with a rep.”

“But what about opticians like me?” Eve asked. “We’ve built a rapport over the years — you’re not ‘just a rep.’ If I left my office, you could still service this account and follow me to my new office.”

Jen replied, “Not necessarily. The office you left wouldn’t have time to see me because they are now short-staffed or have new staff. And the office you move to may not have an account with my company, and you’re new — it’s not like you can just go opening accounts.”

Eve responded, “Okay, so if accounts don’t schedule you, why don’t you just pop in when you’re nearby?”

“Ha! You know how much offices love it when reps stop in unannounced,” Jen joked.

Eve laughed, “I miss the ‘old days’ when reps would stop in just to organize their lines on my board. They genuinely wanted to build the relationship and help the practice to succeed in any way.” “Well, that hasn’t changed — most reps would do anything they could to help their accounts.” Jen smiled, “Reps and opticians are yin and yang — we need the other to grow together — and practices could benefit financially from better utilizing their reps… The relationship continuity principle has just been lost over the years, and I am at a loss as to what to do…”

Cindy H.
Chattanooga, TN

Honestly our experience has been that the old network of frame reps have passed away, retired or moved up the corporate ladder and no longer keep in contact. The new reps that I’ve seen have done no homework. They haven’t looked at our company background; past buying patterns; local competition; or even how many stores we have. They haven’t bothered to find out who the frame buyer is or what type of frames sell well in our market and what new product should be introduced. We don’t have time to do their job for them. If nothing else, look at past invoices and note what sold and what didn’t. A little effort would go a long way.

Amber S.
Chesterfield, VA

The best thing my rep can do is have an easy and open form of communication and ordering. I have reps that will email me images of new releases — then I know if I want to schedule precious time to see them in person or if I’m OK ordering via photos. Other accounts have very easy methods of self-service ordering online, some with free shipping. I can work on online orders while multitasking and do the majority of my ordering that way. Also, if a rep doesn’t carry adequate samples, it does not really benefit me to have an in-person meeting. This year has been harder because of all the price increases due to tariffs, plus backorders due to manufacturing location changes. I am putting more money into accounts where I can get more for my money (in terms of rebates, promos) and having to make hard choices on which frame lines to continue carrying.

Melissa R.
Port Orchard, WA

Amid ongoing economic uncertainty and the significant staffing shortages faced by many optical practices, the role of trusted representatives has become more critical than ever. These reps provide indispensable support by taking charge of essential responsibilities such as inventory management, identifying and removing underperforming products, and ensuring shelves are replenished with proven best sellers or exciting new releases. Their ability to independently maintain boards, without requiring constant meetings or oversight, ensures that displays remain visually appealing, product assortments are optimized, and stock levels remain consistent. This proactive approach allows practices to project a professional and polished image to patients, even in times when internal resources are stretched thin. Beyond the practical support, the trust placed in reps fosters stronger partnerships, strengthening relationships that allow practices to weather challenging situations with greater confidence. Knowing that reliable reps are actively working to support success provides stability, resilience, and peace of mind, helping optical businesses sustain steady customer engagement during turnover and unpredictable economic conditions.

Rick R.
Girard, PA

The answer for our office was texting. I text my reps constantly because I can reach them anytime, anywhere. In many cases, I have become even closer without the hassle of scheduling appointments. I’d prefer to see the frames in person, but it has become far easier to do it this way.

Sharon M.
Belleair Bluffs, FL

Many frame companies have made it more difficult for both the optician and the reps. Minimums and exchanges are challenges. Budgeting for frame purchases can be very difficult. If you have attentive reps who are willing and able to come manage the board space you have allowed for the line, let them. I’ve had wonderful reps that have been a great resource for new employees learning about board space management, presentation and the frames. Utilize their experience.

Dave F.
Buffalo, NY

Strong relationships with reps become even more valuable when resources are stretched. Reps can act as extensions of the clinical and administrative team, helping practices save time, improve efficiency, and maintain access to new products or patient support programs. Relationships don’t depend solely on face-to-face visits — consistency and relevance matter most. Things that work:

• Digital product demos and resources: Reps can send short videos or case studies so the staff can review them on their own schedule.
• Quarterly check-ins: A quick review of outcomes, usage patterns, or new offerings ensures both sides stay informed without disruption.
• Respect for time: Reps should coordinate visits around the practice’s schedule, focusing only on meaningful updates or patient-specific support needs.
• Be flexible: Adapt to the practice’s preferred communication style — email, text, or brief on-site visits.
• Be a resource, not a salesperson: Offering clinical education, reimbursement help, or insurance coding support goes a long way toward building loyalty and partnership.

This “low-touch, high-value” approach maintains trust while respecting the realities of a busy, lean practice.

Karen M.
Wyoming, MN

What a fabulous portrayal of a rep/optician relationship built on trust and communication. KEY! Open lines both ways, asking questions, and honesty will help both sides work through situations such as this. As a buyer, once that is built there is never an issue doing business virtually. This is a win-win if executed right! As an optician turned lab/rep, it was important and so valuable to help any way I could. Help at a trunk show, organize the boards (whose line would shine if you did that? Hint, hint.) and most importantly, get to know the doctors and all staff. When I hear, “I am just a…” the proverbial soapbox comes out. Create signature value, make them remember you. You are here now, but take my word, you will be somewhere else at some point and if you have those relationships now, it WILL matter in the future. Understanding the cycle of our industry partners will help you navigate the rough waters and lead to calm seas.

Whitney H.
mISSOULA, MT

Short staffing and staff turnover can definitely impact rep relationships. When I was hired on, I immediately looked into who my reps were and how long it had been since they serviced our office, then I reached out and set appointments. Taking the time to meet with reps is — and I cannot stress this enough — very important. These are the people with their finger on the pulse of the industry in your area. Some reps I only see twice a year, but email if I have questions, or need guidance on product. Others I see every six weeks like clockwork. All these relationships work because they service my boards, and with refreshed product, I sell their frames. If times are hard and staff is short, maybe the every six months approach would work better. That allows for new releases to drop and ample time for frame sell through in the office. If business picks up, then more visits throughout the year would make it worth it for both parties.