You’d have to have been hiding under a rock somewhere if you haven’t yet discovered that there are some companies offering glasses for your patients to purchase online. (And at prices that are hard to compete with.) So, it’s here, people. The apocalypse that has long been predicted. But, I don’t think it is as scary as the nay-sayers think. I actually think the advent of online creates opportunities for human opticians to become great. So, while the internet is trying to pass itself off as an optician, what can actual opticians do to distinguish themselves?

I recently joined a new “online community” for my neighborhood. It’s a great forum where people look for recommendations for babysitters and handymen, recover lost pets, buy and sell household items and discuss neighborhood concerns. The other day, someone posted a question about getting an adjustment on a pair of glasses he bought online. I gritted my teeth when I saw he lived in the wealthiest part of town. I couldn’t bear to chime in. I couldn’t come up with an answer that wasn’t snarky, but my “neighbors” quickly filled the void. Several told the gentleman that local opticians and optometrists were “glad to do it – free.” While I know that’s true, I secretly hoped he would have to suffer a little longer with poorly fitting glasses.

Whether you work for a large corporation or for a small business, answer the following questions. Is there enough time during the day to properly train your staff? Is there a formal training plan in place for new and current employees? If you answered yes, you are in better shape than many of your peers.

What is the difference between a good dispense and a great dispense? In my experience it is the patient’s response to the product they have just received. Do they LOVE their glasses, or do they merely like them? I’m not saying it’s wrong for patients to like their glasses, but isn’t it much more fun when they LOVE them? I certainly think so, and it’s that feeling of excitement that keeps me coming to work every day. The key is enthusiasm.