Master optician Mark Mattison-Shupnick, ABOM, BS, editor of 20/20 Opticians Handbook, provides practical examples of how to introduce, demonstrate and sell premium lenses for use with mobile devices. He advises optical staff to ask lifestyle questions and examine how people really use their eyes. Have staff wear new types of lenses and then use their personal experiences to connect with patients. New terms to use: "smartphone lenses" and "iPad lenses" that address real needs in terms that consumers understand.