4 Top-Tier Tactics

Training is a huge priority at Pathway Eye’s seven locations in Alabama and Tennessee. So is providing top-tier lens options.

In fact, the company’s efforts have recently been recognized by Transitions Optical for outstanding training and sales. With the help of both Transitions and Walman Optical, the company created a local weekend event, Transitions Academy: Pathway Eye Edition. One result? All locations are now Transitions Certified Practices, and 20 team members are Certified Specialists.

Thus, training staff on premium lens features and benefits is top of mind. Here, Pathway Eye’s enterprise manager Angela Macziewski and optical territory manager Michele Hines share four specific ways that the company trains staff on top-tier lenses.

#1: Training + Tracking

“We work closely with our lens and lab partners to help,” explains Hines, “including when to select which design and fitting height. While we mainly sell premium progressive lenses, patients are not one size fits all, so our opticians [are trained to] seek information to find the correct lens.”

The company uses a checklist “to make sure each optician has completed all the required areas of training,” adds Hines. “I spend time on the floor with each optician during training to teach in the moment. This helps reinforce training and provides the opportunity to ask questions as they arise.”

#2: Weekly Recaps + Messaging

Weekly staff meetings are also important training opportunities. “We recap performance of where we excelled for the previous week and where we may have declined in a trend,” explains Hines. “If a percentage has fallen, we go over what objections opticians are getting and we give ideas of ways to overcome them.

“We teach that it’s important that we don’t take the first no from a patient and that we try to overcome the objection. The optician needs to learn why the patient doesn’t think they need a premium product and then relate it back to their lifestyle.”

The opticians also have a weekly message among themselves, “shouting out all ‘fully loaded’ premium sales for the day,” says Macziewski. “They continually encourage one another and discuss missed opportunities and closing sales.”

#3: Quarterly Sessions

All locations come together for quarterly group training. “Recent courses include new lens technology, how to capture more second pairs, and why patients deserve premium products,” explains Macziewski. “All leadership staff is involved, and each leader will have a subject to cover.

“We also invite partners to help with product knowledge or little-known facts that can help our opticians during the sales process. That builds great communication and provides another outlet for our opticians to reach out to for expert knowledge,” adds Hines.

#4:
Training Tactics

Pathway utilizes several approaches to training for premium lens sales. “We role-play with the opticians to see where they are comfortable offering the best products to fit a patient’s lifestyle,” explains Macziewski. “We even have difficult patients in the mix to learn how to overcome different objections.”

Where do they obtain their training knowledge? “We’re constantly taking courses about new technology, going to conferences, watching webinars, and listening to podcasts,” answers Macziewski. “Our partners also come to staff meetings to help with product knowledge and other activities.”

“We often share little seeds of knowledge from podcasts, webinars, and conferences at our trainings,” concludes Hines. “It’s all about sharing.”