Wherever one is in the world, it is a fact that OPTOMETRY IS A PEOPLE FACING BUSINESS, and not only that; it is a highly commercial and competitive one!

There are literally thousands of independents practicing in their own businesses, and every country has its share of multiple branch retail groups. Add into the mix some of the large independents, and the odd one man / woman practice, and it is increasingly difficult to find a town across the modern world without three or four optical outlets as a minimum.

As a consequence, many optometric retailers are piling on the pressure to succeed commercially as well as clinically. It is no longer enough to be a good clinician as an ophthalmic or dispensing optician - you have to be a good 'sales' person as well. Surprisingly, some universities and most employers do not provide education or training in commercial or people management skills, and those that do are not always going far enough. We wanted to address this and fill an educational gap that will keep good clinicians where they should be - in optometry!