EssilorLuxottica Instruments Division - Sales Excellence Program
January 2026 | INTERNAL USE ONLY - CONFIDENTIAL
🚀 Next-Generation Refraction: Vision-R 700 features patented liquid-lens technology and vectorial algorithms — the only refraction system without traditional stacked lenses. Delivers 3-minute refractions (clinically validated*), superior accuracy with Vertex Camera precision, and complete binocular vision testing. For high-volume cataract/refractive surgery practices requiring 0.01D precision, discuss Vision-R 800.
* EssilorLuxottica - Data on file 2021 - Vision-R™ 700 clinical validation study – Independent third party – Portugal – N=41
Focus Your Sales Efforts Strategically
Understand Before You Sell
Purpose: Identify volume constraint — 3-minute refractions enable 20-30% more patients
Purpose: Position time-saving value
Follow-up: What if you could reduce that to 3 minutes while maintaining accuracy? Have you experienced a liquid-lens refraction yourself?
Purpose: Highlight Vertex Camera precision for accurate prescriptions
Purpose: Position Smart Program delegation capability
Follow-up: What if technicians could perform standardized refractions for standard, non-complex cases as a starting point under your supervision, with you only verifying in 2-3 minutes?
Purpose: Address any distance simulation concerns
Follow-up: Would knowing it's clinically validated with the same accuracy as a 20-foot automated phoropter (no deviation vs. APH550/CV-5000) reassure you?
Purpose: Set realistic expectations — these cases require trial lenses (true for all phoropters)
Connect Features to Customer Outcomes
Benefit: Smooth, instantaneous power changes with simultaneous sphere/cylinder/axis compensation
Impact: Faster (3 minutes validated), more comfortable, and more accurate refractions
Benefit: Accurate vertex distance measurement for precise glasses prescriptions
Impact: Critical for high prescriptions and ensures consistent, accurate results across all operators. Also valuable for IOL calculations when applicable.
Note: Step sizes vary from 0.25D down to finer changes in sphere and cylinder with 1° axis when using algorithm-assisted procedures
Benefit: Guided workflows enable technicians to perform standardized refractions for standard, non-complex cases under physician supervision
Impact: Doctor verifies in 2-3 minutes, freeing time for medical assessment and complex cases
Suggested approach: "Have you experienced this workflow yourself?"
Benefit: Same optical conditions and accuracy as traditional 20-foot automated phoropter
Impact: Clinically validated against APH550 (CV-5000) with no deviation — doctors can trust the accuracy
Suggested approach: "Have you experienced it yourself to verify the accuracy firsthand?"
Benefit: Real-world scenarios serve as clinical visualization and patient education tool
Impact: Patients better understand their prescription → higher premium lens conversion and satisfaction
Address Concerns Confidently
Initial Response: Great question — it's relatively new to eyecare but proven technology.
Approach: Liquid-lens technology was first developed for Vision-R 800 and is also present in Vision-S 700. It's been clinically validated against traditional phoropters (APH550/CV-5000) with no deviation. The patented vectorial algorithms enable simultaneous compensation that's impossible with stacked lenses.
Close: "The best way to verify is to experience it yourself. Can we arrange a demonstration?"
Initial Response: You're right — it is a premium investment.
Approach: Calculate ROI: If seeing 40 patients daily and save 5 minutes per refraction = 200 minutes (3+ hours) daily. That's 15-20 additional patients weekly at $150-200 per exam = $2,250-$4,000 weekly increased capacity. Equipment pays for itself in 8-12 months through volume alone.
Close: "You're not buying a phoropter — you're buying time and capacity."
Initial Response: Vision-R 700 handles 95%+ of prescriptions you'll encounter.
Approach: For very high prescriptions (~8D cylinder or spheres beyond ±15/+10), we recommend trial lenses to account for gaze conditions and real eyewear wear. This is true for all phoropters. Transparency increases credibility.
Initial Response: Many excellent doctors enjoy refractions — Smart Program is optional.
Approach: Vision-R 700's primary value is speed and accuracy through liquid-lens technology, not just delegation. Doctors save time even performing refractions themselves (3 minutes vs. 8-12). Smart Program is simply an option to free time for medical assessment if desired.
Close: "Have you experienced this workflow yourself?"
Win Against Key Competitors
Their Strengths: Familiar, mechanical reliability, established technology, lower cost, large installed base
Our Key Advantages:
Positioning: Traditional phoropters are reliable but use 50-year-old technology. Vision-R 700 represents the next generation — not just incremental improvement, but fundamentally different optics enabling capabilities impossible with stacked lenses.
⚠️ Trap to Avoid: Don't bash traditional — acknowledge quality, then focus on what Vision-R 700 enables that they cannot.
Its Strengths: Same liquid-lens technology, space-saving design, ideal for compact lanes and pre-testing
Vision-R 700 Advantages:
Positioning: Both use breakthrough liquid-lens technology — you can't go wrong either way. Vision-R 700 is perfect for traditional exam rooms and doctor-led refraction. Vision-S 700 solves space constraints and enables compact lanes. Many practices invest in both for different needs.
⚠️ Trap to Avoid: Never position as better/worse — they're complementary. Help customer identify their primary need.
Guide Decisions, Don't Push
"You're seeing [X] patients daily. At 5 minutes saved per refraction, that's [Y] hours daily = [Z] additional appointments weekly. At $[A] per exam, that's $[B] weekly increased capacity. The equipment pays for itself in 8-12 months. Does this ROI make sense for your growth?"
"For high prescriptions, vertex distance accuracy is critical for patient satisfaction. Vision-R 700's Vertex Camera eliminates measurement variability across operators, ensuring every patient gets the most accurate glasses prescription possible. How valuable is that precision and consistency to your practice reputation?"
"Technicians perform standardized refractions for standard cases under your supervision, you verify in 2-3 minutes. This frees [Z] doctor hours weekly for medical assessment. What's that time worth to your practice?"
"Vision-R 700 is the only phoropter without stacked lenses — it's a category of one. Positioning as a technology leader attracts both patients and top staff. How important is that innovation advantage to your competitive strategy?"
"The liquid-lens smoothness and 3-minute speed are difficult to appreciate without experiencing them. Can we schedule a live demonstration with your team and real patients so you can verify the claims firsthand?"