Think luxury in optical, and an amazing frame comes to mind.

The fact is, however, that an exclusive frame deserves high-end spectacle lenses as well.

To secure some suggestions on presenting top-tier lenses, we spoke to two ECPs who do most of their business in the high-end.

At 10/10 Optics in Manhattan, co-founder Ruth Domber shares that 80% of lens sales are in the premium category, and at Visual Effects Optical in Chicago, owner Chet Steinmetz, O.D., directs patients to digital designs. More than 80% of the progressive lenses he dispenses are digital, as are one-quarter of single-vision lenses.

HANDOFF/HANDS-ON

The transfer is always critical, but nowhere more so than at the luxury level. There is a formal handoff at 10/10 Optics, whereas Dr. Steinmetz actually changes roles after the exam.

At 10/10 Optics, explains Domber, “The O.D. will hand off the patient to the optician with a verbal recommendation made within hearing of that patient. The optician will then take over and handle the lens and frame choices based on the O.D.’s suggestions and the patient’s requests or needs.”

At Visual Effects, there is no handoff. “I am not your typical optometrist doing exams all day,” explains Dr. Steinmetz. “I love to sell and have a robust retail side to my practice. At least 50% of sales comes from outside Rxs, and I act as an optician for most of my day, helping with frame selection after the exam.”

As for bringing up lenses in the exam room, he says that depends on the situation. “If I know we are going to select a new frame, I will wait till [we’re] out front to talk about lenses,” he says. “If lenses become an important part of a solution to an issue being discussed in the chair, however, we will take it up at that time.”

THE CHICKEN OR THE EGG?

Which comes first in their respective opticals—a luxury frame or the high-end lenses?

“The optician is the optical lens professional, and we leave the detailed choices to them,” says Domber about 10/10 Optics. “However, the O.D. will recommend the general type of lenses—an office lens, progressive lenses, single vision, etcetera.”

Dr. Steinmetz usually talks frames first. “Then I spend time after the frame selection to discuss spectacle lenses.”

That’s not to say he’s not thinking about lenses throughout the process. “While I might not bring lenses into the frame selection process, I always have them in mind as to what they will involve, especially if there are Rx considerations,” says Dr. Steinmetz. “I will simply remove from the patient’s ‘pile’ any frame that won’t work well with those considerations.”

In the end, concludes Dr. Steinmetz, it’s not just about lenses or even frames: “I am promoting my service, my expertise, not the product per se. It’s me that makes the difference, and it’s my knowledge that puts the best product on my client’s face.”