Sales tactics can improve profitability of optical dispensaries

"The doctor helps you to see good; the staff helps you to look good."

That's how Keith M. Kamalich, national sales manager for Tura, summarized the mission of optical dispensing staffs during his presentation entitled "How To Dispense Eyewear Like A Pro," given Saturday, Nov. 11 at the Ophthalmology Times/Association of Dispensing Ophthalmologists' Dispensing Solutions Pavilion.

According to Kamalich, during an encounter between the staff dispenser and a patient, the dispenser must establish himself or herself as the expert.

In order to define and assert the role of optical expert, the dispenser must:

• know the product.

• know the patient.

• know sales techniques.

To help illustrate sales techniques for dispensers, Kamalich offered a scenario.

"Compliment the frame when it's on the board or in your hand. Compliment the patient when the frame is on their face. You want to say to the patient, 'You look stunning.' That's a very, very critical tactic to take the sale to the next level," Kamalich said.

Kamalich will again deliver his presentation today, November 12, at 10:00 a.m. and Monday, November 13 at 11:30 a.m. in the Dispensing Solutions Pavilion, located in Booth 2272 of the Sands Expo and Convention Center.