By Jonathan Winnegrad, ABO-AC, NCLEC

Always Be Converting is a motivational mantra in optometry that underscores the relentless pursuit of turning eyewear shoppers into satisfied patients, ensuring they receive ongoing eyecare services to meet their needs. I first heard this concept on the TV show The Office. It was funny and resonates because at the end of the day we need to be converting. Whether you are an optician at the optical department of a thriving ophthalmology practice aiming to avoid being seen as just another shop, or you are in a big box store trying to guide someone through their eyewear choices before their ice cream melts, converting patients is crucial to your success. Here are three pitfalls to avoid and a couple of pointers that have worked for me.

Common mistake number one is over-educating the patient. Our role as opticians includes educating patients, but once they've decided on their eyeglasses, it's important to conclude the transaction smoothly. Some colleagues, passionate about eye care technology, can inadvertently complicate a simple purchase decision by over-explaining. Gauge your patient's readiness to proceed with the purchase.

Common mistake number two is a failure to establish trust. Without building trust and rapport, opticians may struggle to convey the value and benefits of recommended products or services, hindering their ability to convert patients successfully. If patients perceive you as solely interested in sales targets, trust may be difficult to establish. Communicate your genuine concern for their eyecare needs and avoid using technical jargon without explanation.

Common mistake number three is a lack of product knowledge. Inadequate understanding of the products being sold can hinder an optician's ability to confidently explain benefits and address customer concerns, resulting in missed conversion opportunities. Utilize available resources to deepen your understanding. Recommending products without comprehension is misleading.

The most helpful key to converting patients is passion. Passion is contagious. When I encounter someone genuinely enthusiastic about new lens technology, it energizes me. Passion quickly builds trust. Additionally, always ask for the patient's commitment to proceed. Once they indicate interest verbally or non-verbally, proceed confidently to finalize the transaction. Ensure they understand that your service extends beyond the purchase — you'll continue to support them with troubleshooting, adjustments, and ongoing care as needed!