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Optical businesses · CRM

Keep the prescription, the purchase and the family in one record.

An optical CRM holds the prescription history, what was bought, and which members of a household belong together. GullySales sets up those fields, keeps clinical and commercial records properly separated, and turns the recall into a list the shop can actually work from.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of optical businesses at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for optical businesses

Sales and marketing for optical businesses, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For optical businesses

Where it usually goes wrong, and what we would do.

  • “The date of the last test is the column the shop runs on”

    Sorted by test date, the record becomes next month's recall list. It is the single most valuable field an optical shop can keep.

  • “Households belong linked, not filed apart”

    Mother, child and grandparent are three records and one decision-maker. Linked together, one call can book three appointments.

  • “Clinical notes are not marketing data”

    The optometrist's findings sit under a different duty of care from the frame you sold. Keep them separated, restrict who can see them, and take your own professional advice on what may be held and for how long.

What we do

What we deliver for optical businesses.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Fields covering the prescription, the purchase and the recall

    Test date and power, lens type, frame bought, contact lens brand and box size, warranty, and the date the next test falls due.

    Result: Anybody at the counter picks up where the last visit ended.

  2. Household links between related customers

    Family members joined to one another on the record, with each person's own test history left intact.

    Result: One reminder call can book the whole family.

  3. Separation between clinical notes and commercial records

    Restricted access for the optometrist's findings, with the sales record kept apart, set up after checking your own obligations.

    Result: The shop's marketing never runs off clinical data.

  4. A recall view sorted by test due date

    The same records read as a list of customers due, showing what they bought last time and who is calling them.

    Result: The recall list exists without anyone building it each week.

  5. Contact lens supply dates held on the record

    Brand, box size and purchase date stored so the reorder point is calculated rather than guessed at.

    Result: The reminder goes out before the last lens is used.

  6. Camp and corporate contacts kept as their own source

    Screened names from school and office camps entered with the event, the date and who is following up.

    Result: A camp's contacts get worked instead of lost in a drawer.

  7. Tests, conversion and recalls read against the baseline

    Tests done, the share that became a purchase, recalls contacted and customers returning, measured against the baseline recorded before work started.

    Result: The owner can see whether the shop keeps the families it tests.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What an optical shop should record about every customer, and whether software is needed yet.

Frame code, lens type and which lab
Record the frame code, lens index and coating, and whether it was edged in-house or sent to a lens lab. When a lens comes back wrong you can see where the error began.
Delivery promised and collected
Log the date promised and the date collected. A pair sitting uncollected is a customer to call, and repeated late jobs tell you which lab to question.
Contact lens brand, power, box and run-out date
For lens wearers hold the brand, power, box size and the date the supply runs out. It is the reorder you can predict, and the one an online seller will try to take.
How the customer found you
Note walk-in, school or corporate camp, eye doctor referral or Maps. Camp customers behave differently from walk-ins, so keep them in a separate group.
Warranty and adjustment promises
Record the frame warranty and any free adjustment or lens replacement promised on the bill, so a complaint at the counter is answered from the record and not from memory.
Do you need software yet?
A sheet or your billing package's customer list is enough for one counter with a modest list. Move to a CRM when the recall list is too long to call from by hand, or when a second branch needs the same households.

Who it is for

This is written for these optical businesses.

  • Independent single-location optical shops
  • Multi-branch optical retail chains
  • Optical shops attached to an eye hospital or clinic
  • Contact lens specialist retailers
  • Optical shops with an in-house optometrist
  • School and corporate eye check-up service providers
  • Premium and designer eyewear retailers

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the CRM work runs

  1. 1

    Map the sales process

    We record how a deal actually moves from enquiry to close in your business today.

  2. 2

    Configure stages and fields

    The CRM's pipeline and fields are built to match that process exactly, not a generic template.

  3. 3

    Set up automations

    Reminders, assignment rules and follow-up triggers are configured so routine steps happen without manual effort.

  4. 4

    Test with real deals

    We run the configuration against actual current deals to catch gaps before the whole team relies on it.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Our practice software already stores prescriptions. Do we need a CRM too?
Usually not a second system. What is missing is a way to work the recall and reorder lists out of the one you have. We start by seeing what your existing software can export before suggesting anything new.
What are we allowed to keep about a patient?
Keep what the work needs, tell people what you hold, and restrict who can see clinical findings. India's data protection rules and your own professional body both have views, and those change, so confirm the current position with your council or your legal adviser rather than with us.
Can we message customers when their eye test is due?
A reminder that a test is due is routine if the customer gave you their number for it. Keep it to the due date and the shop name, add no health detail, and give an easy way to say stop. Check your own rules before sending offers.
Our staff note numbers on the back of the bill. Can we use that?
Yes, but type it in once and carefully. Start with recent customers, since they are the most likely to be due, and enter last test date and phone number first. Older bills can be entered when the customer next walks in.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for optical businesses.

All articles

More for optical businesses

Everything else we would do for you.

Closest to this: leads and follow-up

Also for optical businesses

Or start from the overview: sales and marketing for optical businesses.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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