Special events help kick up your optical shop's 'Wow' factor

"Even if you're firing on all eight cylinders, special events can help you become more profitable and increase patient satisfaction," Higuera said. "Plan it out, be prepared, and have a great time.

"You plan special events to introduce yourself to people in your marketplace who are new or don't know you exist," he said, adding that only 25% of his clients in Northern California conduct special events on a routine basis. "It may help you sell more frames, conduct more vision testing, or showcase your expertise."