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In 1988, his brother - who is an optician - asked him to recommend a computer system he could use within his practice. 'I had a good look, but came to the conclusion there was nothing suitable on the market.' Optisoft was launched the following year; today, the company's ophthalmic practice management software is used by one in five independents.
In 2011 Sheers enrolled on the Level 2 Certificate in Optical Customer Service (OCS), a nine-month distance learning course from the Worshipful Company of Spectacle Makers (WCSM).
'I thought it might be a useful qualification for some of my staff to have,' he explains. 'But I wanted to be sure that it was the right thing for the company, so I decided to try it myself first. Having been involved with optics for so many years, I didn't expect to learn a great deal, but it's benefited me in lots of areas.
'Firstly, it's filled gaps in my knowledge about how a practice works. It's shown me elements of the business that I hadn't seen before, and it's improved my understanding of the practice workflow. Secondly, it's taught me more about different conditions - from short-sightedness and long-sightedness to diabetes and so on - and how they affect the patient's life. Thirdly, on the lens side, I now know things I didn't know before: lenticular and aspheric lenses, for example, and things like weight issues.'
Accredited awards
The WCSM was founded in 1629 to promote assistance to the visually impaired. One of the principal ways it fulfils its mission in the 21st century is through its training programmes and examinations for 'non-professionals', such as practice managers and optical assistants. The WCSM is an accredited awarding body in all four countries of the UK, and its awards, certificates and diplomas form part of the National Qualifications Framework (and its equivalent in Scotland).
Sheers has been quick to apply what he's learned. 'One part of the OCS course covered facial shapes. As a result of this we changed the design of a module in our software called Frames on Faces, which lets patients see themselves on screen wearing different frames. It's saved us time, and it's given us extra functionality.'
As its name makes clear, however, the focus of the course is on customer service. Sheers says this is the main reason why he has encouraged other members of his team to enrol.
'The sections on interpersonal skills, on handling customers and dealing with complaints would be beneficial to anyone in any business,' he notes. 'But to have all of that within an optical context, with specific examples from retail optics, it's invaluable.
'Our head developer and our trainer have just started the course. Eventually, I'd like everyone here to do it. I see it as a process of rounding off my staff, of giving them the skills and knowledge they need in a sector that is always changing and moving forward.' ?