The Price Question Is Never Really About Price
One of the most common phone enquiries is:
“How much is your eye exam?”
Many practices answer this question incorrectly — not because the price is wrong, but because the context is missing.
Here’s the mistake:
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Caller asks price
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Practice gives price
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Caller hangs up
That’s not a lost lead — that’s a lost opportunity.
Communication research and Neuro-Linguistic Programming (NLP) both highlight the importance of mirroring language. If a patient says “eye exam”, you say “eye exam”. If they say “eye test”, you say “eye test”.
But more importantly, price without value creates comparison shopping.
Value creates consideration.
Instead of simply quoting a figure, high-performing practices explain:
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how long the examination lasts
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the experience of the optometrist
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the technology used (OCT, advanced screening, etc.)
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what makes the practice different
This reframes the question from “Who is cheapest?” to “Who do I trust with my eyes?”
And here’s the key insight:
Many callers will still hang up — and then call you back.
Because after ringing around, they remember who sounded confident, calm, and professional.
Information Builds Commitment
Another overlooked principle in phone communication is cognitive investment.
The more useful information you give someone, the more mentally invested they become.
That’s why simple additions matter:
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confirming your location
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explaining parking options
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checking if they know where you are
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asking a gentle follow-up question
Each interaction shifts the caller from “just enquiring” to “planning a visit”.
This isn’t sales.
It’s guidance.
And guidance builds trust.
Missed Calls = Missed Revenue
Modern phone systems make this painfully clear.
When practices analyse call logs, a pattern emerges:
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missed calls cluster around lunchtime
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missed calls increase when teams are short-staffed
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missed calls correlate directly with lost bookings
Let’s put this into perspective.
If your average dispensing value is £300–£400, missing just:
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one appointment per day
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five days a week
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50 weeks a year
That’s £75,000–£100,000 in potential revenue.
Suddenly, the cost of ensuring phone coverage doesn’t feel expensive — it feels essential.
Outsourced call handling, overflow services, or dedicated front-of-house cover aren’t luxuries. They are revenue protection strategies.
When a Phone Call Is a Clinical Red Flag
Not every call is routine — and this is where phone training becomes a clinical responsibility.
Certain phrases should immediately raise concern:
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flashes of light
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sudden vision loss
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new floaters
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pain
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recent surgery
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pregnancy or breastfeeding
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diabetes
These are not “book in two weeks” conversations.
They require:
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listening
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awareness
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escalation
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confidence to act
Front-of-house teams are not diagnosing — but they are triaging.
And how these calls are handled can directly impact patient outcomes.
Good phone communication doesn’t just grow practices.
It protects patients.
Gratitude Closes the Loop
One of the simplest — and most powerful — habits is also the most overlooked:
“Thank you for calling.”
Gratitude reinforces:
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appreciation
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professionalism
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warmth
It leaves the caller feeling valued — even if they don’t book immediately.
And people remember how you made them feel.
The Ringing Phone Is Not an Interruption
Here’s the mindset shift every practice needs:
The ringing phone is not an interruption to your work.
It is the work.
Every call is:
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a potential patient
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a reputation-shaping moment
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a clinical safeguard
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a commercial opportunity
Practices that master phone communication don’t just survive — they grow.
Quietly. Consistently. Profitably.
And it all starts with answering within three rings — with a smile that can be heard.
The 7 Golden Rules of Answering the Phone in Optical Practice
1. Answer Within Three Rings — Always
Every ring after the third increases the chance the caller hangs up or feels like they’re a nuisance.
Three rings signals efficiency, calm, and professionalism.
The phone is our front door — treat it that way.
2. Smile Before You Speak
Even if you’re busy. Even if you’re sitting down.
People can hear a smile — and it instantly builds trust.
If you sound rushed or flat, the practice sounds rushed or flat.
3. Clearly Say Where They’ve Called and Who You Are
Always confirm:
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the practice name
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your name
This reassures the caller immediately and creates accountability.
“Good morning, Vision Care Optometrists, Sarah speaking.”
4. Mirror the Patient’s Language
If they say:
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“eye exam” → say “eye exam”
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“eye test” → say “eye test”
Never correct them. Mirroring makes people feel understood and respected.
5. Never Just Give a Price — Give Value
If someone asks about cost:
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explain what’s included
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highlight experience, time, and technology
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explain what makes the practice different
Price without value leads to hang-ups.
Value leads to bookings.
6. Listen for Red Flags and Escalate
Be alert for:
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flashes or floaters
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sudden vision loss
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pain
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pregnancy/breastfeeding
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diabetes
These calls are not routine bookings — always escalate to the optometrist.
7. Thank Every Caller
Whether they book or not.
“Thank you for calling.”
It costs nothing, but it leaves a lasting impression.
One Line to Reinforce to Your Team
“Every phone call is either a missed opportunity or a future patient — our job is to make sure it’s the second.”
If you want, I can:
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turn this into a one-page staff poster
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write a script-free phone checklist
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create a team training session outline
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or adapt it into CPD-friendly learning objective
Final Thought
In optical practice, marketing doesn’t start on Instagram.
It doesn’t start on Google.
It starts when the phone rings.
Get that moment right — and everything else becomes easier.
Listion to the Pod Listen to The Optician Show on Spotify for Creators https://open.spotify.com/episode/7hwRPxaLtUhVViQ4iSNd5M?si=bBqzHih9QDyR6o156qJyWw