How to Sell Digital Ophthalmic Lenses

We recently did an interview with Lab Customer Service people and one of the subjects we discussed was digital lenses and issues that can come up if the optical patient does not have a clear idea of what to expect from this new category of ophthalmic lenses. We asked for some input and Signet Armorlite gave us some great pointers form their KODAK Unique Progressive Lens seminar:

How to Sell Digital Ophthalmic Lenses

– Technology can not be displayed on a demo lens. You’ll need to demonstrate the features and benefits of digital lenses by comparing them to something the patient is familiar with, such as the advancement in cell phone or television technologies.

Old cell phones

Old cell phones


Newer cell phone

– Consider the improvements that have occurred in television. The addition of sound, color, channels, screen size and image definition allow us to experience higher quality entertainment. Digital technology provides high definition imagery and clear surround sound for a more natural ‘live-action’ feel to what we are viewing.

– In the same manner, progressive lenses have been improving with add power, lightweight materials, asphericity, softer designs, scratch and impact resistance. The most recent incorporation of digital technology in the lens manufacturing process has brought about lens designs with more accurate, functional enhancements.

– The images viewed through digital progressives have more definition and color contrast. Plus, digital surfacing ensures a higher level of accuracy in the prescription. There are no molds that wear out or chip to affect the quality of the design over time. Digital cutting is accurate and the progressive design remains true to spec every time.

– The technology behind KODAK Unique Progressive Lenses allows the corridor length to be lengthened or shortened to a minimum of 13mm to adapt to the specific frame size and shape for each job.

– Practice your sales presentation on a couple of staff members and on your own until you get comfortable with it.

– Discuss the basic function of a television and progressive lens. What makes the latest advancements superior to the previous versions? And finally, what can the patient expect.

– Review the lens brand, appearance, delivery time frame, availability, pricing, any warranties and current promotions.

– Help the patient choose the best frame and lens material to suit their particular lifestyle needs. Always remember to discuss second pair options. Active patients, those that travel frequently or are prone to misplacing their lenses could benefit from a back-up pair and they will thank you for it.

To learn more about KODAK Lenses or to order marketing materials visit To speak with a representative or request training call 800-950-5367.

Other resources for how to sell digital ophthalmic lenses:

Hoya Vision, Shamir,Walman Optical, Soderberg.

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  1. Wild Bill says:

    Great Piece..Funny thing is Signet can’t sell their own Free form lenses…

  2. Also check out material from Seiko and Pentax. Their Free Form lenses Seiko Succeed, Succeed Wide&Short and Supercede, Pentax Perfas Prime, Premier and Prestige) are wonderful. Additionally, the Maui Jim Passport lenses are redefined Shamir Autograph lenses that provide outstanding distance.

    If you want a joke see the hand outs sent to their listed labs for the Essilor Ideal lens. This is a company that denigrated Free Form technology, now comes out with it and spends all its efforts picking on Shamir and Seiko and speaks little of the merits of its own lens. A fine example of a company being led by its marketing department.

    There are materials available from Zeiss on the GT2-3D and the Zeiss Individual and the Gradal Individual, the difference between the last two is that the Gradal is made in Germany.

    About 70% of the progressive lenses sold in our stores are true Free Form lenses.

    Response to Wild Bill, Why should Signet try to sell their Free Forms, they’re a division of Essilor, the company that thinks Free Form is not the way to go.