I’ve said it before and I’ll keep saying it: conversion is the key to your success. Not traffic. Not likes. Not a shiny new frame wall. Conversion. If we don’t convert patients and walk-ins into paying customers, we don’t have a business—just a busy room.
In this episode of Revenue RX, I take you into the engine room of the optical dispensary and focus on the forces—inside and out—that move your conversion rate up or down. I’m not talking theory from a boardroom. I’m sharing what I’ve learned over 16 years running two profitable stores as an entrepreneur, plus three decades of broader business experience that helped me think like an owner, not just an operator. If you want more revenue without spending more to acquire patients, this episode is your playbook.
Why Conversion Is the Multiplier
When your conversion rate rises, you make more from the patients you already have. You protect high-margin eyewear revenue, keep competitors from poaching your prescriptions, and build stickier relationships that bring people back for adjustments, second pairs, and their next exam. You also get more word-of-mouth and better reviews because the experience—end to end—feels intentional, guided, and valuable. Put simply: higher conversion makes everything else in your business work better.
External Influencers You Can’t Ignore
Yes, your four walls matter—but so does the world beyond them. In the episode, I break down the external forces that quietly shape your outcomes: location and visibility, the way you show up online (directions, parking, hours, booking flow), and whether your marketing actually matches your neighborhood and your ideal patient. I also talk about inventory depth (or the lack of it), how insurance relationships affect buying decisions, and why modern conveniences like online booking and virtual try-on aren’t “nice to have” anymore—they’re trust builders that reduce friction and shorten decision time.
We’ll talk practical add-ons that move the needle without diluting your brand: limited-time offers that create urgency, neighborhood promotions that drive foot traffic, transparent pricing that lowers anxiety, and flexible payment options that make premium choices more attainable. None of this is a gimmick; it’s about meeting people where they are and making the “yes” easy.
Internal Levers That Turn Browsers into Buyers
Inside the dispensary, conversion is earned by design. I walk through how to set up a space that guides the eye, showcases margin-builders, and invites people to linger. Then we get into the heart of it: consultative selling. Your team should lead with questions, listen for lifestyle clues, and translate technical lens features into everyday benefits. Don’t “pitch”—educate. When patients understand why a coating or material solves their problem, price becomes context, not conflict.
We cover try-on psychology (let them touch, compare, and play), smart cross-selling (second pairs and sun), and post-purchase care that keeps the relationship warm—free adjustments, cleanings, and quick fixes that turn a one-time sale into a lifetime customer. Small touches, big lift.
What Tanks Conversion (and How to Fix It)
There are seven common conversion killers I see over and over: not truly understanding your buyer, a clunky sales path, a weak value story, low trust, low engagement, unaddressed objections, and no urgency. In the episode, I show you how to diagnose each one and replace it with a better habit: tighter hand-offs, scripted pivots to value, confidence in product knowledge, and time-bound prompts that keep decisions moving. Whoever asks the questions controls the conversation; make sure it’s you.
Empowering Your Team to Win
Conversion is a team sport. I share how owners can create the conditions for consistent wins: trust your people, stop micro-managing, and give them the tools to succeed—assortment depth, demographic fit, price flexibility within guardrails, and real training in listening and communication. Be transparent about cost of sales and target margins so the “why” behind pricing makes sense. And build a proactive hand-off from clinic to dispensary so patients never feel lost in the transition. When your optometrist, optician, and stylist are orchestrated, conversion climbs naturally.
The Takeaway
If you want more revenue without throwing more dollars at acquisition, focus on conversion. Smooth the path outside the store, design for decisions inside the store, educate instead of selling, and equip your team to lead with confidence. Get these fundamentals right and your dispensary stops leaking opportunities—and starts compounding wins.
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.”
