September 30, 2026

Years ago when I was an outside salesperson for labs that created lenses for eyewear...I took a lesson from Brian Tracy that brought a lot of success.

Brian Tracy says that we all make purchases based on "Perceived Value". He explains further that this perceived value is determined by 3 things. Price, Quality and Service. Pick 2!

For example, when I purchased my laptop, it was important for me to have a dependable brand with specific features (Quality), it was also important that it be available at a lower Price. Consequently, I gave up some of the Service and made the purchase online. Another example would be when I purchased my car. It was important for me to have a dependable brand, (Quality) I needed the Service. Consequently, I sacrificed on Price and paid more than I wanted to.

He also explained that we will always sacrifice some of one element to ensure we get the other 2. With my laptop, I sacrificed Service. With my car I sacrificed Price.

So, how did this help me in Eyecare lab services? I communicated the expectations very clearly. Did the independent eye doctor want his lenses quickly? With good Quality? Or at a lower Price?

Any other competitor promising all 3 was lying!

That was why they were consistently unhappy and complaining to the representative.

Inevitably, I would receive a call from the office expressing their desire to switch to my company. My first question would always be..."Ask the doctor which 2." Rarely did the understand the question and I would request they ask the doctor. I would then receive a call from doctor informing me of the 2 elements that were most important and which they would sacrifice a little.

I rarely had dissatisfied customers because they were aware of the expectations, exceptions and their ability to determine "Value" was clear.

Take Brian Tracy's formula and thrive!

And remember, you're doing better than you think.