Training for opticians
Optics & Love training for opticians works on the skills that show in the work with the customer: understanding a request, explaining a solution, handling an objection, organising the team and giving continuity to the relationship. It is not clinical training: it is commercial, relational and management training for owners and staff of optical practices.
An optical practice changes when the behaviours of those who work there every day change. That is why training starts from the team’s real situations and first defines what participants will need to be able to apply, and then the programme.
Online with the Academy, in the practice with a tailored programme, in English with The Charismatic Practice, from the stage with the talks at SILMO and MIDO: different formats, the same method.
Skills, not notions
I have been training professionals in the optical sector for more than thirty years. Training that works combines explanation, examples from the sector and application: what to do tomorrow with the customer. Eyemage, the consultative selling protocol, grew out of this experience; the Charismatic Method and the Optical Retail Marketing Wheel give the team a shared map.
Four ways to train with Optics & Love
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Eyemage
The handbook of consultative selling for prescription eyewear and vision solutions: listening, relationship, proposal, handling objections. The basis of the sales courses.
Commercial, relational and management training for owners and staff of optical practices: consultative selling, customer experience, marketing and positioning, team management, data and digital tools. It is not clinical training.
The consultative selling programme with Eyemage works on listening, proposing vision solutions, communicating value and handling objections. It is available as in-practice training and, from 16 November 2026, in the online Academy.
Online, with the Academy, to train at your own pace from the catalogue. In the practice, tailored, when you want to work on a specific problem of your own team and observe its behaviours.
Before the programme we define what participants will need to be able to apply; the project includes exercises, feedback in the field and follow-up checks.
Yes: The Charismatic Practice, twelve weeks for owners of independent optical practices in the United Kingdom and other English-speaking markets.
Yes: talks, moderation and workshops for conferences and events in the optical sector, such as the talks at SILMO Paris and MIDO. Requests go through the contact page.
Yes, both in the Academy and in in-practice training. For networks with several locations the most suitable formula is assessed.
Alessandra Salimbene is a consultant, trainer and author for optical retail. She helps independent optical practices, groups and companies in the sector with strategy, marketing, branding, digital marketing and training, using the Charismatic Method and the Optical Retail Marketing Wheel. She founded Optics & Love and wrote Il Centro Ottico Carismatico, L’Optometrista Carismatico and Eyemage. Alessandra’s page →