Standard

Posted: 03/18/08

R State Standard £ Institutionally Developed College: N/A

OPD 114 – Opticianry Sales

Course Description

This course introduces students to techniques of ophthalmic sales and emphasizes effective consumer service. Topics include: managed care terminology; information gathering; information technology; communicating with consumers, prescribers and suppliers; ophthalmic sales skills; effective consumer services and problem solving; and lens finishing.

Competency Areas	Hours
Managed Care Terminology	Class	3
Information Gathering	D. Lab	2
Information Technology	P. Lab/O.B.I.	6
Communicating with Consumers, Prescribers and Suppliers	Credit	6
Ophthalmic Sales Skill
Effective Consumer Services and Problem Solving
Lens Finishing

Prerequisite:	OPD 112
Corequisite:

Course Guide

Competency	After completing this section, the student will be able to:	Hours
		Class	D.Lab	P.Lab/ O.B.I.
Managed Care Terminology		2	0	0
Managed care providers	Define common terms related to various types of third party healthcare providers, health plans, and managed care organizations.
Costs and Deductions	Define common terms related to the various types of costs, co-payments and deductibles associated with managed care.
Benefits and beneficiaries	Define common terms related to the various benefits and beneficiaries associated with managed care.
Vision care plans	Define common terms and characteristics associated with third-party vision care insurance plans.
Information Gathering		4	5	15
Customer confidence	Discuss the methods an optician uses to gain a customer's confidence.
	Demonstrate the procedures an optician uses to gain a customer's confidence.
Verifying prescriptions	Discuss the techniques used by opticians to gather information from customers concerning their prescriptions.
	Demonstrate the techniques used by opticians to gather information from customers concerning their prescriptions.
Lifestyle	Discuss the techniques an optician uses to gather information from customers concerning their occupations and hobbies.
	Demonstrate the techniques an optician uses to gather information from customers concerning their occupations and hobbies.
Problem analysis	Discuss the techniques used by opticians to identify a customer's prescription for correcting vision problems.
	Demonstrate the techniques an optician uses to identify a customer's prescription for correcting vision problems.
Eyewear needs	Discuss the techniques used by a dispensing optician to gather information from customers concerning their perceived eyewear needs.
	Demonstrate the techniques used by a dispensing optician to gather information concerning a customer's perceived eyewear needs.
Information Technology		4	0	0
POS Systems	Describe and discuss the features and characteristics of POS information systems for eyecare businesses
PMS Systems	Describe and discuss the features and characteristics of Practice Management System software
Cyber Imaging	Describe and discuss the features and characteristics of cyber imaging technology for eyewear dispensing.
Vision Web	Describe and discuss the features and characteristics of the VisionWeb network.
Communicating with Consumers, prescribers, and suppliers		5	5	15
Sales environment	Discuss the physical environment of the optical shop or dispensary and the message it conveys to customers.
	Develop or adopt a housekeeping check list designed to maintain an orderly sales environment for the optical shop or dispensary.
Media	Discuss the media techniques available to the optician for communicating ophthalmic dispensing sales and services.
	Develop or adapt advertising copy and scripts used by opticians to communicate ophthalmic sales and services.
Sight and sound	Describe the voice qualities an optician needs to communicate effectively with customers, prescribers, and suppliers.
	Use effective verbal communication techniques when conversing with ophthalmic dispensing customers.
	Describe the correct body language an optician needs to use when communicating with ophthalmic dispensing customers, prescribers, or suppliers.
	Use effective body language when communicating with ophthalmic dispensing customers, prescribers, or suppliers.
Telephone skills	Describe the voice qualities of the dispensing optician which are pleasant to the telephone listener.
	Demonstrate the effective verbal skills an optician uses when placing and accepting telephone calls with customers, prescribers, and suppliers.
Ophthalmic Sales Skill		5	5	15
Customer's needs	Describe how opticians exhibit an interest in identifying a customer's eyewear needs.
	Demonstrate how opticians exhibit interest in identifying a customer's eyewear needs.
Establishing rapport	Describe the techniques used by ophthalmic dispensing opticians to gain the trust of customers.
	Demonstrate the techniques used by ophthalmic dispensing opticians to gain the trust of customers.
Products and features	Describe the techniques opticians use to inform ophthalmic customers of available products and services.
	Demonstrate the techniques opticians use to inform ophthalmic customers of available products and services.
Sell versus selection	Contrast the sell approach with the customer selection approach as methods of completing orders for ophthalmic products and services.
Obligation to inform	Discuss the ethical and legal requirements to inform ophthalmic customers of all options concerning optical goods and services appropriate to identified needs.
	Discuss the techniques ophthalmic dispensing opticians use to inform customers of charges for products and services rendered.
	Demonstrate the techniques ophthalmic dispensing opticians use to inform customers of charges for products and services rendered.
	Demonstrate the techniques used by opticians to inform eyewear customers of safety features indicated by occupational and other lifestyle factors.
	Demonstrate the techniques used by opticians to inform eyewear customers of product warranties.
Effective Consumer Services and Problem Solving		5	5	10
The dispensing attitude	Describe the elements of an optician's effective attitude.
Goals	Describe business and personal goals in relation to providing effective sales and services to eyewear customers.
Transactional analysis	Describe ego states of ophthalmic customers and opticians and identify those which present conditions for effective or ineffective communications.
	Diagram various ego states which occur among ophthalmic customers and opticians and indicate those which are effective and those which are not.
Dealing with anger	Give examples of ophthalmic customers' anger and identify the problem associated with each.
	Describe the techniques used to analyze ophthalmic customers' problems.
	Use problem solving techniques to correct an unsatisfactory condition expressed by an angry ophthalmic customer.
Lens Finishing		5	0	5
Lens measurement	Use a focimeter to determine the accuracy of the lenses and locate the prism reference point or optical center.
Frame measurement	Measure lens and frame parameters using the boxing system.
Lens calculations	Calculate horizontal and vertical decentration for single vision and multifocal lens finishing operations. Determine the minimum blank size for edging.
Pattern measurement	Determine pattern size and shape using the boxing system and identify or calculate the pattern set
Edger setting	Calculate the edger setting for the selected frame, lens, and pattern.
Machine operation	Set the edger controls for the lens size, shape, and bevel.
Tints and coating	Apply tints and coatings to the finished lenses when required.
Eyewear Assembly	Insert or mount the finished lenses in the selected frame and place the eyewear in standard alignment.
Inspection	Perform final inspection to validate that the completed eyewear meets industry standards and customer expectations.

Suggested Resources

Alofs, J. W. (1984). Modern Sales Technique for Ophthalmic Dispensing. Stoneham, MA: Butterworth-Heinemann.

American National Standards Institute. (1986). American National Standards for Ophthalmics: Non-prescription Sunglasses and Fashion Eyewear Requirements (ANSI Z 90. 3). New York: Author.

American National Standards Institute. (1986). American National Standards Recommendations for Prescription Ophthalmic Lenses (ANSI Z 80. 1). New York: Author.

Borover, W. A. (1983). Opticianry: The Practice and The Art: The Dynamics of Dispensing (Vol. 3). Chula Vista, CA: Gracie Enterprises.

Drew, R. (1990). Ophthalmic Dispensing: Present-day Realities. Stoneham, MA: Butterworth-Heinemann.

Product Information

Contact the following suppliers of optical goods for current information on products:

Corning Glass Works

Corning, NY

FRAMES Product Book

Newport Beach, CA 92660