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How to successfully sell frames your clients can buy for less elsewhere

Business
Richard Pakey wants people to stop thinking of glasses as discountable commodities.

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We have a new sales problem and it's speeding up the deterioration of the independent opticians sector.

Already we have the problem that many clients perceive eye tests to have a low value, thanks to the industry using them as a loss leading marketing tool. A certain number of people in your local area will never pay for something they can get free on a Sunday afternoon at Tesco.

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