Your diary is full of tests. So why does the money come from frames?

The pricing problem independent optical practices have never actually looked at. A short brief on why the two sides of your price list are pulling in opposite directions, and what to do about it.

• 01Why owners can price a frame-and-lens package in seconds but go quiet when asked what a sight test costs to deliver.
• 02Why this is not a confidence problem or a skill problem — it's a pricing problem.
• 03A practical way to bring the sight test fee back in line with the value of your clinical time.