Stress induced by Covid-19, economic uncertainty, social unrest, and isolation have us yearning for humanity anywhere we can find it. And, we’re not getting it on the internet.

“Online, by design, is fast and no-feeling,” says Bob Phibbs, CEO of The Retail Doctor, his respected retail consulting and training company. Eyecare professionals enjoy an edge over web merchants because they extend care and kindness that’s in short supply elsewhere.

“People who feel they matter buy more” is a mantra for Phibbs. Yet opportunities to inspire those good feels get overlooked.

“Some are settling for crumbs when they could have the whole feast,” he says. “It’s easy to say customers are all going online—but they’re not going back because the experience wasn’t exceptional.”

Here, Phibbs lays out three specific ways to provide undivided, personal attention in today’s disconnected world, a game-changing way to help build both community and your business.

IDEA #1:
AVOID FACTORY MINDSET.

Losing out to online? “It’s usually because of the ‘factory experience,’ and that’s everything from what’s displayed in your windows to how you talk to customers,” says Phibbs.

Online is DIY, but your shop is not. Schedule the time to talk customers through each phase from sign-in to exam to frame selection and fitting. Patients are often uneasy, and especially with today’s safety concerns.

“Say, ‘We’re glad to have you as a new patient today. Can I explain how we work?’” advises Phibbs.

With such undivided attention, “You just put your arms around them and said, ‘I love you,’” says Phibbs. “Too often, it’s the bum’s rush factory experience that sends customers online today.”

IDEA #2:
AIM HIGH. THEN LISTEN.

During Phibbs’ work in the optical industry, he has heard from numerous opticians that they were not trained in sales and, as a result, tend to guide customers to less expensive frames—to be a “buddy” rather than educate about premium options.

“[Try not to] start out with the idea of ‘lack’ instead of abundance,” recommends Phibbs. “If you are listening to the customer, you can show options and explain features: ‘Here’s our best frame—very strong. Screws won’t fall out. Will not dig.’”

If customers balk at cost, step down in stages and explain benefits forfeited at each price tier, he explains.

IDEA #3:
GO LIVE + HUMANIZE.

Pick a frequently Googled topic like “contact lens inside out?” and post a Facebook Live streaming video demonstrating how to insert a lens. Favor the “bowl” and “saucer” analogy? Grab a cereal bowl as a visual aid to show how a properly oriented lens resembles the shape of a bowl.

Use crib notes and rehearse on a smartphone first. Aim for the video to run at least three minutes and feature the face of the optometrist or office manager (not an intern) “because people want to hear from you.”

Live video humanizes eye-care professionals, making the practice more appealing.

“Facebook Live is so important because the algorithms reward you more than if you were to put up a fancy, professionally produced video,” he says.

DENISE POWER is a Chicago-based writer whose business journalism career started in optical before stretching into all retail verticals. A contributor to Forbes.com , Power has written for fashion trade journals Women’s Wear Daily, Daily News Record, and Supermarket News, among others.