In this course we discuss the front office assistant’s key role as a goodwill ambassador in the practice.  After completing this chapter, you will be able to:

  • Provide exceptional customer service to achieve results and gets noticed
  • Adopt the skills and techniques that routinely deliver positive customer experiences
  • Maximize the value of your customer interactions
  • Contribute to a customer-centric culture and achieve greater personal growth and customer satisfaction


The current competitive market demands that practices not just position themselves well, but also that they have good administrative management which inspires confidence. This means that it’s not enough to do satisfactory work; this work needs to be methodical and result in excellence.

This course will provide you with the skill and knowledge to effectively do all aspects of administration in the practice – enabling you to an ever-higher standard of customer care!


Product knowledge is an essential sales skill. Understanding your products’ features allows you to present their benefits accurately and persuasively. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits with them.

In this course you will gain the knowledge needed to explain to the patient why that product that you are suggesting is the correct one for their specific need.

It is important to remember that, if you are not a qualified optical dispenser, you may have the knowledge to complete the task without help but should always work under the supervision of an Optometrist.


Our patients come to us because they have a need. New patients were told by a previous happy patient to choose us, or they saw some form of marketing that attracted them to us. They may even have walked past the practice and liked what they saw. Whatever the reason, they came to the practice because they had a need.

We (should) have the knowledge and the means to fulfill that need. It is our duty to see to it that we provide them with all the goods necessary to suit their lifestyle needs. In this section, I am hoping to completely change the way you approach a patient during the selling or frame selection process. You will learn to create the need in them to want what you have to offer!

This course includes the following:
  1. Re-thinking your sales strategy
  2. The art of selling
  3. Selling to Men, Women, and Children
  4. Lifestyle dispensing - selling up and selling more.
  5. Selecting the perfect frame - and having fun while doing it!
  6. Merchandising in the Optical Industry.


A curious thing about Internal Marketing is that healthcare understands the term by a slightly different definition. Many textbooks apply “internal marketing” to leadership and organizational approaches targeting employees and departments.

In the world of healthcare marketing and advertising, we define Internal Marketing to include a range of strategies and tactics that tap into the power of your established patient base.

In short, it’s about building your business from the inside. This short course will empower you to effectively do just that!

The course material includes various methods to ensure that we retain our patients and to motivate them to tell all their friends and family about us!


As an Optical Assistant it is important that you have a basic knowledge op contact lenses, solutions, and procedures.  Keep in mind that you are always working under the supervision of an optometrist and can under no circumstances make decisions about contact lens materials or prescriptions.

After completing this course, you will be able to answer basic questions posed by patients and assist the optometrist in some of the processes.