The role of the dispensing staff person in your optical is to present the features and benefits of the products you recommend. One without the other isn’t enough, says dispensing optician Rene Soltis.

For example, the features of high index lens materials include that they’re thin, lighter than standard plastic and scratch-resistant. But the benefits are that they’re cosmetically appealing and more comfortable than standard plastic.

When patients understand the features and benefits of premium eyewear, they’re more likely to purchase what you recommend.