Resources · Sell More Frames
Sell More Frames
Dispensing scripts and counter conversations that respect the patient and grow your basket. Second-pair capture, lens-package upsell, AR and blue-light positioning, complaint-handling, and the unglamorous tradecraft of moving frames at retail margin.
Featured premium guide · Signature
Value Selling vs Brand Selling: The Independent Optician's Playbook
The cornerstone manifesto for everything in this pillar. Margin math, the "do you carry Ray-Ban?" script, and the four moves that win on value instead of brand-tax.
Read the playbook →Cornerstone guides
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01
The Second-Pair Script: 3 Steps That Doubled Capture Rate at One Newmarket Optical
A case study from a Newmarket, ON dispensary that took second-pair capture from 14% to 29% in 90 days. The script, the rationale, and the printable counter card.
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02
The MSRP Tier System: Pricing $29 Wholesale Frames Across 5 Retail Tiers
The five-tier retail structure, which SKUs map to which tier, and the conversation that holds the price.
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03
Beating Costco Optical on Value (Not Price)
Where Costco wins, where they don’t, and the positioning that keeps insured patients in your chair.
