Vision Experience1. Start with their life
Say“Before I show you anything, tell me what an ordinary day looks like for you: screens, driving, reading?”
Avoid“What budget do you have for glasses?”
Why: the answer tells you which lenses matter to them and makes them feel heard. The budget can come later, once they understand what they get.
2. Tie the option to their problem
Say“You said your eyes get tired in the evening at the computer. For that, an anti-reflective coating gives you fewer reflections in the lens.”
Avoid“I recommend anti-reflective because it is the best.”
Why: a recommendation tied to a problem they named does not feel like selling, it feels like an answer.
3. Say what the lens does NOT do
Say“This lens does not change your prescription and does not stop your sight from changing; it helps with comfort and reflections.”
Avoid“It protects your eyes from screens.”
Why: promises the lens cannot keep produce complaints later. With blue-light filters, for example, the evidence does not show reduced eye strain; see How to explain lens differences to customers.
4. Show, then explain
Say“Look at the same picture with and without anti-reflective coating. Tell me what you notice.”
Avoid“Anti-reflective cuts reflections by 99%.”
Why: the customer convinces themselves. A 10-second demonstration beats a paragraph from a leaflet. If you have a tablet, see how to use it in the consultation.
5. Answer “it is too expensive” honestly
Say“I understand. If we have to choose, what matters most to you: reading comfort, reflections or thickness?”
Avoid“It is worth every penny, trust me.”
Why: the question leads them to their own priorities and lets them drop what they do not need. A customer who does not feel pushed trusts their choice more.
6. Prepare them for adaptation
Say“The first days can feel strange; that is normal. If after two weeks you do not feel comfortable, come in and we will check.”
Avoid“You will not have any problem.”
Why: a “no problem” promise comes back to bite you. A realistic expectation plus an open door builds trust. Details in Progressive lenses, explained in plain words.
7. End with two options, not five
Say“For what you told me, option A covers the essentials. Option B adds the screen filter, useful if you work a lot at the computer. Which way are you leaning?”
Avoid“We have 5 models, from 300 to 1,800 lei. Which one?”
Why: two clear options are easier to compare than a catalogue. You close with the question, not the price.
What no phrase can change
Wording helps, but it does not replace a proper examination and an honest recommendation. If a lens does not help the customer, the best “phrase” is to say so.
Frequently asked questions
How do I respond to “it is too expensive”?
What if a customer wants the cheapest option?
Can I promise that anti-reflective coating “eliminates” reflections?
How much should I talk?
Sources and further reading
Optometrist with over ten years in medical optics. Writes about what works in a real practice or shop, and builds the apps that daily work called for.
About the author