Forward by Mr. John Weatherill F.R.C Ophth

Every recently qualified optometrist should read this book and I would also recommend it to those with experience of the commercial world. The authors show that by using the right psychological strategies the sight test consultation can be both pleasurable and rewarding.

The leaders of the optometric profession are to be congratulated on the high academic standards achieved by the newly qualified practitioners, but I would suggest that they have not been willing to recognize that optometry is an unusual profession in two respects.
Firstly, it is the only profession allied to medicine in which the sale of a product is a significant, though indirect, source of income.

Secondly, after the first year there is little or no supervision of the apprentice optometrist, with the result that the accumulated practical wisdom of the experienced mistress or master is not handed down.
The authors of this book are ideally placed to restore the balance between academia and the outside world.

Nick has many years’ experience in teaching effective sales techniques and Pamela is a practising optometrist who is not afraid to proclaim, quite rightly, that it is the duty of the optometrist to advise the client of the whole range of dispensing possibilities and guide them through to the most appropriate solution.
The consultation does not end with the handing over of the prescription; that is just the beginning, as this excellent book explains.