If you're looking for an edge in your optical, consider the words your opticians use every day. In this episode, Bethany interviews Mark Hinton, an optician and founder of eYeFacilitate, a consulting group focused on growing optical sales. Together, they explore the impact of language and communication on optical sales discussions and outcomes. They discuss the importance of carefully choosing words to avoiding negative or money-focused terms that may discourage patients. Mark shows us how to lead patients with effective dialogue and questions, highlighting the significance of emotions in purchasing decisions. He shares his personal journey from a background in psychology to becoming an optician and how his understanding of human behavior influenced his approach to patient interactions. Reflecting on the evolution of the optical industry, they address the challenges posed by managed care and commoditization of eyewear and practical strategies for using positive language to engage patients and enhance their overall experience.