Out: Cutesy, outdated names for the kids department.
In: Hi-tech, engaging areas.

Long gone are the days when an optical dispensary throws in a "Kids Korner" at the back of the sales floor. If you want to attract (and sustain) a young person's interest you better create an inviting, hi-tech area that stimulates the senses. Video loops work well to achieve that, as do iPods, video games, and computers with access to the Internet. And why name the section anything? Simply lower the displays a tad to make the frames more accessible.

Out: Talking to them like they're kids.
In: Talking to them like you understand kids.

Generally, today's kids are forced to mature more quickly than the last few generations. This is due in no small part to families with two working parents, single-parent families, and divorce. Children today are also, I believe, far more sophisticated than children of my generation. This was pointed out to me by my daughter who was babysitting a five-year old boy. After the boy's parents had left, my daughter tried to open a kitchen drawer to retrieve a knife, only to find the drawer secured with a child-proof device. She was failing miserably in her attempt to figure out how to disable the device, when the boy came into the kitchen. As he saw her struggling, he informed here, "You have to press in the center with two fingers." Sure enough, that was the key. While we certainly should watch the level of our vocabulary and the jargon we use, talk to children as you would like to be talked to. The use of baby talk, and exaggerated voice tones is counterproductive to establishing trust and rapport with your young patient.

Out: Ignoring the fit.
In: Understanding that kids are different.

If you regularly read my articles, you know that I believe that the ability to properly fit and adjust a spectacle frame is an art lost on most of today's opticians. When it comes to children, the problem is compounded. As opticians, we must be cognizant of the underdevelopment and flatness of the nasal bridge area, and be able to adjust nose pads accordingly. Additionally, many children require the temple length of their eyeglasses be customized (i.e. shortened) by the optician. I have also found that a number of children are more comfortable with acetate nose pads, as opposed to silicone – be aware.

Out: Thinking that style and durability is something only necessary for adult frames.
In: Realizing that style and durability are real selling points for kids – and their parents.

If you think that "designer" names and concerns about durability are characteristics only desirable in adult frames, think again. Kids are just as name-conscious as adults, maybe more so. Just start mentioning some of the frame names that are available for kids, like Harry Potter, Hilary Duff, Hannah Montana, and High School Musical, and watch what happens. Your youngster's interest and attention will rise noticeably. Be sure to use some buzz words to (all within the realm of honesty). If you tell a kid that a certain frame looks a little "dorky" or "nerdy" they'll be sure to believe you when you tell them another frame makes them look "smarter," "cooler," or more "with it." As the far as durability is concerned, I believe you should describe the frame's strength and warranty, as well as the reasons you are giving them polycarbonate or Trivex lenses, to the child and the parent at the same time. You are speaking to the child, but in a way that the parent also gets that you or speaking to him or her as well.

Out: Towering above.
In: Relating.

Sit down…on the floor if necessary! Get down to their level. This of course is done while you're helping to pick out the proper frame, and "selling" the child and parent on the benefits of the frame and lenses. Once you begin to wrap up that process, nonchalantly begin to explain to the youngster that you have to take a few measurements to make absolutely certain that the frame will not only look cool, but feel good too. Remember, kids don't like to sit still for very long, so be thorough, but swift. Explain everything along the way, so as not to frighten the child in any way. For example, in a real casual tone you might say, "Yeah, this old thing is like a high-tech ruler – it's just gonna measure the distance between your eyes a lot better than a ruler can – if you're real still it will only take five or ten seconds, and then you can go play. Here, hold it with me like a pair of binoculars." By the way, that's the truth. At that point, all we need is mom or dad to complete the transaction. And speaking of "transaction," here is some food for thought for those of you who can actually influence things such as pricing in your practice: Why not price children's frames and lenses with less mark-up than everything else in the shop? If for no other reason, how about this greedy one: If you set yourself apart by being an optician who is truly adept at dealing with children, for every child you get, you'll probably also get his or her mommy, daddy, brothers, sisters, friends….well, you get the point.

Out: Doing it half-%#!*&$ (half-hearted).
In: Doing it right.

I have seen far too many dispensaries add children's frames as an obligatory afterthought to the rest of their "real" dispensary. Maybe we have two dozen frames. No displays. The dust gathers. Why bother? I believe we ought to do it right or not do it at all.

Have well over a hundred frames, displayed creatively and (as mentioned earlier) in an accessible manner. Make sure the mirrors hung on the wall are located at kid level. Train yourself and your team on up-to-date dispensing techniques for your kids. Educate the kids on how to care for, clean and store their glasses, as well as how to put them on and off. Explain the consequences of non-compliance to the child and the guardian.