Do you have this problem? If you have ever heard yourself say something along the lines of: 'I didn't become an optician to make loads of money,' or 'I didn't become an optician to be seen to be selling,' then it's quite possible you do.
Our unique business model financially penalises us for focusing on selling clinical services above products. And so, more than any other kind of healthcare provider, optical practitioners are caught in a terrible quandary. The practices that survive and thrive are the ones that are better at retail sales. Put simply, if you don't sell enough product with good enough margins, you're doomed.
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