Success Story : Patrick & Menzies

Patrick & Menzies are independent opticians. They found that many of their patients were taking their prescriptions elsewhere and even their experienced opticians were not understanding sales.


  • To generate more revenue from existing patients
  • To gain new patients
  • To increase referrals
  • To increase the conversion rate from “no change” in eye exam to a sale


  • Operating in a market place where the multiples are discounting their eye exams and spectacles
  • Very experienced optometrists not understanding sales
  • Too many patients taking their prescription elsewhere
  • Too many missed opportunities to up-sell and cross-sell

The Training Course

We delivered a three day bespoke training program which included:

  • Telephone manner and techniques on handling inbound enquiries for the price of an eye exam
  • How to deliver world class customer service to every patient
  • How to turn “no change in eye exam” to a sale
  • How to take a viewing to gain more and better offers
  • How to stop patients having the eye exam but going elsewhere to buy


Patrick & Menzies began to understood the sales process and in doing so, increased per head spend and had two record months following training.

  •  Increased per head spend by 15%
  • Converted 30% of patients; who previously bought elsewhere
  • Two all time record months
  • Average spend went from £140 to £180 and was maintained
  • Entire team regained their hunger for their role resulting in a consistent level of increased performance
Please get in touch for a free, no-obligation chat about your sales training requirements