Running an optical practice isn’t just about providing great eye care—it’s about keeping the dispensary humming, because that’s where 60% or more of your revenue is generated. And who drives that revenue? Your team. The people on the floor, connecting with patients, guiding them to the right products, and ultimately closing sales.
In this episode of Revenue RX: Optical Retail Wins, I take on a classic question that directly impacts your bottom line: Are great salespeople born, or are they made?
It’s more than a philosophical debate. How you answer this shapes how you hire, train, and invest in your staff—the very people who make or break your business success.
Born Salespeople: Natural Charisma at Work
Some people walk into a room and instantly win others over. They read body language effortlessly, spark conversations with ease, and seem to influence without trying. Traits like charisma, confidence, empathy, and persuasiveness give them a head start.
But does natural charm guarantee long-term success in sales? Not always. Without structure, strategy, and discipline, even the most magnetic personality can fall short.
Made Salespeople: Skills That Can Be Learned
On the other side, there’s the belief that sales is a craft—something that can be taught, refined, and mastered with practice. From asking open-ended questions to handling objections, every step of the sales process can be learned.
The most successful “made” salespeople aren’t always extroverts; often, they’re the ones who listen deeply, adapt quickly, and continuously invest in their growth.
The Hybrid Reality
Here’s the truth: it’s not an either/or. The very best performers blend inherent traits with learned skills. Personality may give someone an edge, but attitude and commitment are what turn potential into results.
In fact, research shows that while knowledge and skills contribute about 15% to success, attitude accounts for 85%. That’s why hiring for attitude and training for skill is such a powerful approach.
Key Traits of Great Salespeople
Born Sales Traits:
- Charisma that draws people in
- Confidence that builds trust
- Emotional intelligence to connect
- Persuasiveness that feels authentic
- Genuine curiosity about others
Made Sales Traits:
- Relentless drive to succeed
- Adaptability in shifting situations
- Masterful listening skills
- Problem-solving ability
- Strong product knowledge
- Consistent follow-up
- Commitment to continuous learning
When both sets of traits come together, you have the makings of a sales powerhouse.
Why It Matters for Optical Owners
Hiring and training the right people isn’t just HR—it’s business survival. Your team is responsible for turning marketing spend into real revenue through conversions. If they can’t close, your ROI evaporates.
That’s why the born vs. made debate isn’t just academic. It’s about building a sales culture where natural talents are recognized, and learned skills are continuously sharpened.
The Sales Process in Action
Beyond traits, every great salesperson masters the process: prospecting, making the first approach, qualifying needs, presenting solutions, handling objections, closing with confidence, and following up to build lasting relationships.
Whether you believe people are born with it or grow into it, sales excellence comes from balancing the art of connection with the science of process.
Final Takeaway
Great salespeople aren’t just born, and they aren’t just made. They’re both. Success comes from hiring for attitude, training for skill, and fostering a culture of learning and growth.
Want to hear the full breakdown—including my take on why “attitude” might be the biggest secret weapon?
Joseph Mireault
Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.
Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.
He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.
Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.
Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.
His insights are shared with optical business owners aspiring for greater success in his new book, “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”
