Why some manufacturers don't like Opticians as Sales Reps.

[mjgoodwin]

As an Optician that is now a Sales Rep. for a major frame manufacturer I have personal experience in this subject.

I believe these manufacturers believe that the average Optician may be too well conditioned to talk the "Optical Technical Jargon" to a potential customer. Sales reps have to sell the idea of the customer to purchase a particular product as the only choice.

Dispensers have a multitude of products to a customer that has come to them.

I have had to adjust my presentations drastically to a different train of thought than what I was trained to do.

Sales Reps also have a very repititive job description unless they can carry several products that don't conflict with each other. ie Frames, accessories, lenses, and in my case a Multi-media system for a waiting room.

In short, there are many Opticians who do make good reps. But remember this; Good Sales Reps. make lousy Opticians.

[stardom6]

interested in info on multi media system for waiting room if u can provide me with info---description of the product price upgrades etc---for an opthalmologist/optometrist/dispensary

[CuriousCat]

One of the best Opticians I know was also the best rep I've ever worked with. Of course, Lainey was an Optician, then a rep and then back to Optician, but one of the best, hands down.

I am a pretty decent Optician, but I'll have to let others judge my performance as a rep. No matter, I enjoy what I do, what ever I'm doing!

[Audiyoda]

IMO the best reps I've worked with have optical backgrounds. It's the reps that are pure sales people that drive me insane. I realize that companies are looking to sell their product and opticians generally are more technically savvy than sales savvy, but talking optician to optician means something to me. When an optician is selling a line I for the most part believe that the line has at least a basis of quality (why would a good optician sell low quality products??) Again, that's just something I account for going into the discussion with the rep, and I might see the product and feel it's crap - but generally speaking I feel more at home with a rep with a optical background and have a feeling that at least part of the BS of the sales process is already taken care of simply because the rep has that background.

BTW...none of my reps have an optical background. They're all good mind you, but I do have to be careful to avoid the sales shtick.

[optigrrl]

I think that the reason sales companies tend to shy away from hiring opticians is because there is a high failure rate among them in the transition from dispensing to sales.

Traveling can be hard, you are away from family and friends and comfortable surroundings for days at a time. Your day is unstructured so you have to adapt to an ever-changing routine. Working for a non-guaranteed monthly income vs. salary can be scary. Having a succussion of accounts returning your product because you are the new rep (we are all guilty of this...) can weigh negatively on someone's self-confidence in the beginning.

The other perspective is the humbling experience of no longer being the one in command of the situation. As an optician we are the experts. As a sales person, we are crooks looking to scam a buck from an unsuspecting optical. (Not really, just an exageration!)

I have to say that there are things I loved about dispensing but I love my sales job now. I feel that having been a buyer and a dispenser contributes to my ability to service my accounts better. I understand their position and don't take anything personally. If asked, I have something to offer besides prices and colors on my lines. I think/hope this will create confidence in my products and myself.

I feel an optician can make a good rep, too!

[Lani Campbell]

From a frame companie's perspective, I'd like to emphasize the comments about having an optical background and becoming a sales rep. I have some personal experience on a few different levels.

I started out in optical retail sales with no experience, then became an assistant manager of an optical store. Eventually went to work for an optometric practice, as a frame dispenser (wanted non-retail hours), and then became a frame sales rep. I very much agree with the comments about having this type of experience and being able to 'empathize' with your clients having 'been in their shoes', possibly as a buyer yourself. I believe this type of background also better prepares one for the 'rejection' you encounter, as well. You know not to 'take it personally'. Having said that, I also believe that one cannot be taught the 'art' of being good with people - you either have that in your personality or not. Believe me, I have dealt with some 'underhanded' sales reps, with or without optical backgrounds. And I have worked alongside some completely 'personality lacking' opticians.

Now I am the one doing the hiring of sales agents, for a frame company, and as much as optical experience can be an asset, it can also mean unwanted baggage and expectations. I believe people with sales experience from other industries can become great optical reps, too - the technical stuff can be taught! Bottom line, as someone very wise once told me "95% of being a sales rep is the repoire you establish with your clients, the other 5% is knowing sales".

[Johns]

Now I am the one doing the hiring of sales agents, for a frame company, and as much as optical experience can be an asset, it can also mean unwanted baggage and expectations. I believe people with sales experience from other industries can become great optical reps, too - the technical stuff can be taught! Bottom line, as someone very wise once told me "95% of being a sales rep is the repoire you establish with your clients, the other 5% is knowing sales".

Very well said!:cheers:

I was first an optician, then store mgr (I was terrible at that!), then a rep for one of the big three, then started distributing frames through my own reps, and now I've been back in optical as a retail owner for the past 15+ years.

I can honestly say that as a rep, being an optician didn't really make a difference, except on a local level as far as already knowing the opticians in the area, and that opened a few doors.

On the other hand, even 20 yrs ago, opticians were in the minority as far as buyers, with the bulk of it being ODs, or worse yet, their wives and receptionists. When in an OD account, I learned not to mention that I was an optician, as they could care less (why should they?). After all, it's not about the rep, it's about the account.

I agree with you 100%... selling anything is all about relationships and dealing with people with sincerity, honesty, and integrity. Not much else matters if you don't have the ability to build, and maintain good relationships with people.