• Set expectations early by capturing patients from their very first interaction, positioning eyewear as an essential part of their care experience.
• Create an experience, not a sale: Guide patients through a curated optical journey focused on personalization and confidence, not just products.
• Lead by example: Collaboration between doctors and opticians—and wearing what you sell—builds trust, credibility, and inspires purchases.

In today’s challenging retail climate, opticians are asked to do more than sell frames—they must deliver a memorable experience that turns every interaction into a relationship. In this Defocus Media episode, Dr. Darryl Glover welcomes Mikki Collins, Business Development Manager for Buying Groups and Alliances at Safilo, to share her Top 5 Optical Sales Tips.

Collins’s career has spanned nearly every corner of eye care—from surgical assisting and practice management to eyewear sales and brand strategy. Her insights reveal that sustainable success in optical retail comes from communication, collaboration, and confidence.

The sales process begins long before a patient reaches the optical area. Effective practices establish expectations during the scheduling and check-in phases. Reception teams can subtly reinforce the idea that eyewear selection is part of comprehensive eye care by asking whether patients wear glasses, reminding them to bring their eyewear, and discussing what they are looking for in a new pair.

This early engagement frames the optical visit as a continuation of the clinical experience rather than a separate retail event. It also helps set a tone of professionalism and ensures patients arrive ready to explore solutions, not just complete an exam.

Once patients are in the office, the focus should shift from selling products to understanding lifestyle needs. Asking about daily activities, hobbies, work environments, and upcoming events allows opticians to position eyewear as a personalized solution. These conversations reveal opportunities for second-pair recommendations, such as computer glasses, sunglasses, or specialty lenses for sports and reading.

By connecting the eyewear purchase to a patient’s individual lifestyle, opticians reinforce the medical and functional value of their recommendations while differentiating their services from online or discount retailers.

A cohesive and curated environment is one of the strongest tools for optical success. Collins emphasizes the importance of organization and branding within the frame gallery. Rather than letting patients browse aimlessly, she suggests conducting a short style consultation to identify color preferences, face shapes, and frame materials that best suit the wearer.

Once these details are understood, the optician should select a focused range of frames—typically five to eight options—that reflect the patient’s personality and visual needs. This guided approach reduces decision fatigue, increases confidence, and mirrors the elevated service experience found in luxury retail settings. Practices that implement this model often see higher conversion rates and stronger patient loyalty.

The connection between the doctor and the optical team can make or break the patient’s buying journey. Collins highlights the effectiveness of having doctors provide written eyewear recommendations at the conclusion of the exam. These “optical scripts” may include lens design choices, coating suggestions, or even frame considerations based on the patient’s prescription and lifestyle.

This simple but powerful step communicates consistency across the care team and reinforces the doctor’s trust in the optical staff. It also helps the patient feel guided and confident in their purchasing decisions. Practices that prioritize this collaboration often experience smoother handoffs, higher satisfaction scores, and increased revenue per patient.

Nothing builds credibility faster than authenticity. Collins encourages every member of the optical team, including doctors, to wear frames that are sold within the practice. When patients see staff members confidently wearing eyewear from the office selection, it naturally sparks curiosity and interest.

This approach not only promotes the products visually but also helps staff speak from personal experience regarding comfort, fit, and design features. Wearing in-house styles turns the entire team into living brand ambassadors, boosting both trust and sales.

In addition to sharing her strategies for optical success, Collins provided insight into Safilo’s upcoming 2026 collection, which showcases three major brand introductions that blend craftsmanship and modern fashion appeal. Kurt Geiger delivers vibrant colors and playful textures inspired by the brand’s handbags and accessories. Victoria Beckham offers refined, minimalist frames designed to complement Safilo’s existing David Beckham line. Etro, a European brand known for artistic shapes and subtle detailing, is expanding into the U.S. market.

Beyond technical strategies, Collins emphasizes the importance of personal and professional growth. She encourages opticians and eye care professionals to continually seek new challenges—whether through leadership roles, additional certifications, or exploring new aspects of the optical business.

This mindset not only strengthens individual careers but also supports the long-term vitality of the profession. As the optical landscape evolves, those who remain adaptable and curious will continue to thrive.

Mikki Collins’s insights serve as a practical roadmap for optical teams striving to deliver exceptional patient experiences while driving profitability. By establishing expectations early, personalizing every interaction, and aligning the clinical and optical sides of care, practices can achieve stronger patient loyalty and greater success.

Her strategies—rooted in authenticity, teamwork, and a passion for excellence—demonstrate that optical sales are not about pushing products but about empowering patients to see and feel their best.