It’s common to hear a practice owner ask how to improve their eyeglass capture rate, or how to get better acceptance of a new specialty product or service. They think the answer lies in training their optical staff to be better salespeople, or getting their front desk team more comfortable discussing higher-dollar amounts—but these efforts often don’t have the impact the owner desires. I have the great fortune to observe many optometrists in a wide variety of practices—and more often than not, I see the biggest opportunity right in the exam room, in the first few minutes of conversation with a patient: identifying the chief complaint. Read More