Organize your dispensary in a new and different way. First, focus on dispensing eyeglasses, not frames. Second, present the patient with a number of specialized, miniature displays, each focused on a specific hobby or occupational need.

You can create miniature centers for tennis, hunting, hiking, skiing, golfing or woodworking. You can reposition those polarized lenses in a sturdy frame as fishing glasses, rather than sunglasses to fish in. And don�t forget about the specific needs of the computer user.

Customized eyeglasses will appeal to the modern consumer who relishes "individualized" personal products, and there are as many specific vision needs as there are patients. This approach appeals also doesn�t require special attention from you, unless a brief adjustment refraction is needed for the specialty eyeglasses.

If you think that this sounds like second pair selling, you�re right. It�s second pair selling and third pair selling and fourth pair selling. The difference: your dispensing group isn�t going to battle the tide, and attempt to promote these multiple pairs on the principal (generic) visit. Instead, they�ll work to get the patient to return in 4 to 6 months, and 4 to 6 months after that. Selling one pair a year for three straight years is much better than one pair every three years.