WEEK 1 / MAY 2-6
MARKETING Highlight your optical team’s favorite frame line. Create window and store displays that are as much about the brand as the frames themselves.
NETWORKING May 6 is School Nurse Day. Bring a goodie bag to local school nurses with business cards, supplies and advice. Better yet, invite them to your office for a talk on a useful topic like conjunctivitis or vision therapy.
PREPAREDNESS If you live in an geographic area with potential natural disasters, ask your patients if they have an emergency kit — and be sure they include a spare pair of glasses.
WEEK 2 / MAY 9-13
NETWORKING Join a group like ODs on Facebook, Opticians on Facebook or Luxury Eyewear Forum.
TRAINING Make sure everyone on your team is ready to answer the question, “Why should you want to do business with me?”
MARKETING Prom season is here, and gown shops and tux dealers shouldn’t get all the action. Promote prom-ready eyewear. (Colored contact lenses, anyone?) Investigate cross-promotions with local dressmakers and tuxedo-renters.
WEEK 3 / MAY 16-20
STAFF Has your staff turned in summer vacation requests?
CLIENT SERVICE Run an EMR report on patients who have significant diagnoses, like glaucoma, and audit their appointment histories. If they have dropped out of regular care, a personal call from the doctor can reinforce the importance of monitoring.
ONLINE Spend some quality time with your competitors’ websites, both locally and those of national vision chains and online optical retailers. What can you do better?
WEEK 4 / MAY 23-27
DISPLAY Think of window displays and in-store displays like a visual version of your elevator script: They should make a clean and powerful statement. And remember, your window displays do not belong to your sales reps, they belong to you.
MANAGEMENT For the next two weeks, free up two hours a day to manage your team. Delegate some admin work, drop less important meetings and spend the extra time coaching employees. Their extra productivity will outweigh your “lost” hours.
STORE Notice it getting warmer in your store? Your air conditioning could be ready for a pre-summer tuneup.
WEEK 5 / MAY 30-JUN 3
CLIENT SERVICE Begin training your staff to give first-time customers a tour of your store. This is a good way to break the ice and make newcomers feel welcome.
LEGAL Inspect sidewalks and driveways to identify areas where people might trip. Call a contractor if repairs are needed.
LABORATORIES Conduct a lab review. Make a pro and con list. What does your lab continue to do well? Do they make the same mistakes more than once? Consider pricing. Is your lab costing you more than you save (from mistakes, poor quality, unhappy clients, etc.)?
This article is an online extra for INVISION Online.
This article originally appeared in the May 2016 edition of INVISION.
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