SPECtacular Dispensing is designed to deliver useful and practical information to eye care professionals involved in dispensing and sales in a direct and efficient manner. It guides eye care professionals - in particular, business owners, dispensing opticians, optical assistants and managers. Although eyecare professionals are not trained sales professionals. They can often appear outwardly confident, but often lack the inner confidence and practical strategies to achieve great sales results on a consistent basis.SPECtacular Dispensing focuses on an approach which is natural, authentic and respectful to the people involved in the conversations. It blends neurolinguistics programming, the 5-step sales model, and unconscious archetypical patterns of behaviour also consumer psychology to provide a proven framework for becoming more persuasive, influential and consistent during dispensing and beyond.It differs from other optical books because it is not a manual, a comprehensive textbook or a system of operation; nor is it intended to offer theoretical and practical information about dispensing. It takes the reader through a cutting-edge approach that will help to clarify the role and critical position in which opticians are healthcare professionals with a foundation in retail, a role that is generally not understood by the public. It challenges the default setting of opticians as an extension of a clinical identity rather than eye care professionals in their own right within the optical retail space, which prides itself in the meeting customers’ wants and needs also offering an exceptional customer retail experience.The contents explore the impact and dilemma of how optometry in certain countries, in particular, the UK, occupies an interesting yet peculiar position within the world of the eye care health professionals, where it is not totally medical, nor is it totally retail.It offers the reader skills, approaches and attitudes that have taken the author many years of training and experience to learn. She draws on those years to create a five-step framework for helping customers to buy. Her principles are natural, authentic, balanced and easy to understand and can be put into practice immediately.
