About the Selling  Workshop

Since capture rates are declining and frame, lens and contact lens sales account for over half of total revenue, improving sales offers a major growth opportunity for practices.

While 70 percent of patients report having their eye exam performed by an independent eye care professional, only 46 percent of patients reported to purchasing their eyewear from them. Patients have more choices for purchasing than ever before, and this shows approximately 1 in 3 patients walk out without purchasing from their independent eye care professional. While most optometry and opticianry training focuses on the clinical and technical aspects of the industry, few include formal sales and retail training. 

This workshop is open to members and prospective members and is completely free to attend.

Attendees Will Learn:

  • Selling techniques proven to increase capture rate
  • Tactics to differentiate your business
  • Positioning methodology giving patients a reason to buy
  • Specific verbiage and scripting to better communicate
  • Strategies to overcome purchasing hesitation
  • Time and cost saving marketing tips
  • The economic opportunity associated with improvement

Who Should Attend?

  • Owners, Administrators & Managers
  • Optometrists (4 COPE-PM CE Hours)
  • Spectacle Opticians (4 ABO CE Hours)
  • Contact Lens Technicians (3 NCLE CE Hours)
  • Paraoptometric Technicians (4 CPC CE Hours)

What Members Are Saying About the Workshop…

I always look forward to PECAA meetings as I always leave with a wealth of new information that is so very useful. Time and time again it has given a fresh new perspective for valuable tools that have benefited our office! -Shantel Guzman, Eyes Plus Inc.

Our office is really eager and excited to put all we’ve learned collectively to improve our patient’s experience; communication, relationship building and to increase sales. -Rowena Abear, Central O’ahu Eyecare


Both Doug and Samantha make their presentations fun and entertaining. The subject matter is relevant to today’s business environment. I love that I always learn new things to help my practice. -Dawn Christman Munoz, North Valley Eye Medical Group

Great presentations with lots of real-world value to use in our practice! -Dr. Art Kobayashi, Central O’ahu Eyecare

Lots of very useful information. Can definitely use this information in our everyday practice. Really pumps you up to return to your office and excel. -Hollie Grubbs, Atlantis Eye Care


2020 Workshop Schedule

Save the date for the following 2020 workshops (subject to change):

  • January 28: Nashville, TN
  • February 11: Baton Rouge, LA
  • March 11: San Jose, CA
  • May 19: Orlando, FL
  • June 2: Philadelphia, PA
  • September 29: Pittsburgh, PA
  • October 6: Cleveland, OH
  • October 20: Boise, ID
  • October 21: Spokane, WA
  • November 11: Las Vegas, NV

Downloadable Course Notes:

Please fill out the form below if you wish to download course notes after your event.



Workshop Speakers:

Samantha Toth

Samantha Toth, ABOC

Samantha is a professional speaker and marketing rockstar for Innereactive, located in Grand Rapids, Michigan.  She grew up in an optical practice with multiple family members in the industry.  An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice.  In 2003, she started Innereactive, a full-service marketing company that specializes in the optical industry.  Her experience as a certified optician, along with her formal marketing education has given her a unique perspective on marketing, design, and website solutions for the optical industry.

Samantha lectures internationally, teaching optometrists and opticians proven strategies for marketing and enhancing the patient experience. Her niche expertise led her to be named one of the “Most Influential Women in Optical,” and her company was named one of Michigan’s Top 50 Companies to Watch in 2016.  She and her team work with laboratories, frame and lens manufacturers, and eye care practices across the country.

Doug Martin

Doug Martin

Doug is the owner of Optical Solutions consulting company and a professional speaker for Innereactive. With over 35 years of merchandising and management experience, he started his career on the loading docks of Neiman Marcus and worked his way up to managing the stores of this high-end, luxury retailer. He also worked for I. Magnin and finished his retail career with Macy’s where he was responsible for 18 stores in five states.

In 1999, Doug transitioned into the optical industry where he served as President of a two-office, five-doctor practice that under his leadership, became a market leader with 16 locations and 25 doctors. In 2009, he started his consulting company Optical Solutions. Since that time, Doug has used his expertise to advise and help lens manufacturers, a doctor alliance group, and over 100 eye care practices. He lectures across the country teaching eye care professionals how to expertly integrate purchasing, merchandising, and selling into their business.


Get started today and start realizing the benefits of PECAA membership in your own practice.

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