Publisher's Synopsis
Buy My Specs is a comprehensive, yet easy to read guide for Optometrists, Opticians, Optical Retail Managers, Dispensing Opticians and Optical Retail Support Staff designed to help you sell more whilst retaining ethical clinical and patient best practice.Optometry is a people facing business, and this book more than ever before helps you balance your clinical expertise with human relationship-based selling.Written by a practising optometrist based in the UK, and her internationally experienced sales and leadership training consultant husband, it is designed to give insights into the impact of your behaviour on the commercial excellence of the practice you work in.The book follows a three-day soft-skills commercial sales training programme that Nick Girling wrote specifically for optometrists. He was motivated to do this because his wife, Pamela (then employed by Boots D&A) was a successful clinician with good dispensing figures, despite never really having any behavioural soft-skills training.The programme was rolled out to many of the major retailers in the UK including Vision Express, Optical Express, Dollond and Aitchison (to become Boots D&A then Boots Opticians) Duncan and Todd and Batemans, as well as a number of independents.He has trained over 400 clinicians, and the programme is still being trained today.The book explains relational desire building techniques philosophies and skills like the power of influence, it all starts with you, the patient greeting, the post test summary, the power of questions, the active listening process, and emotional intelligence, as well as motivational commercial soft-skills like the patient handover, making recommendations, selling contact lens, overcoming objections and handling complaints, so it really does cover all the bases.Reviewed by Optician Magazine (UK) Emma White wrote."Buy My Specs is a comprehensive yet easy-to-read guide to effective patient and practice team management.It offers suggestions and ideas in an informal yet informative style, combining the clinical knowledge of a practitioner with the communication skills of a sales and leadership training specialist.The use of real-life scenarios from practice add character to the guide and make it one that readers will be able to relate to. Its compact size ensures professionals can keep a copy at hand to refer to whenever they wish"
