WEEK 1 | Week 1 | SEPT. 2-6
SALES Training session: patient handoffs.
MARKETING Schools are opening. Good time to promote your selection of funky plano eyewear to fashion-conscious students near you.
WEEK 2 | SEPT. 16-20
MARKETING: Fall trunk shows are coming. (You do have one planned, don’t you?) Vendors should be booked; now follow up and confirm details.
DISPLAYS: Labor Day (Sept. 6) is the unofficial end of summer, so change that old window display. In fact, make a vow to change your windows monthly.
WEEK 3 | Week 1 | SEPT. 9-13
STAFF:Time for twice-yearly employee reviews. (First review is in March.) Ask your employee to draw up three lists with the things they like doing, don’t mind doing and hate doing. Try to fine-tune their duties to bring them in line with their preferences.
SALES :Training session: selling AR lens treatments.
WEEK 4 | Week 1 | SEPT. 16-20
FINANCES: Meet with your CPA and discuss your investment and tax strategy for 2014.
MARKETING: Live in a state where hunting is a favorite sport? Promote your selection of hunting-specific eyewear and lens treatments.
WEEK 5 | Week 1 | SEPT. 30-OCT. 4
CUSTOMER SERVICE: Snacks, beverages and coffee are becoming increasingly common at your retail rivals. Shouldn’t you start offering customers a little something, especially during the upcoming holiday season? This week, loosen your belt a notch or two and start testing potential yummy options.
SALES: Training session: selling high-index lenses.
WEEK 6 | Week 1 | OCT. 7-11
MERCHANDISING: Does your store/practice offer online contact lens ordering with direct shipment to clients’ homes? If not, get cracking. It’s not as hard as you think.
CUSTOMER SERVICE: Show your eye care expertise by adding a monthly tip for better eye health to your website and bulletin.
WEEK7 | Week 1 | OCT. 14-18
SALES: Training session: giving first-time customers a tour of your store or practice.
STAFF: On National Boss Day Oct. 16, make it all about them by inviting your team out to dinner after work.
WEEK 8 | Week 1 | OCT. 21-25
MARKETING: Local newspapers will be looking for holiday gift ideas soon. Email your local newspaper’s features editor with ideas for a product or two you think might fit well in a Christmas stocking, along with an offer to interview a local expert — that would be you! — on hot eyewear trends.
MARKETING: Possible theme for your Halloween event: Dress as a character known for their iconic eyewear. “Costumes” could range from John Lennon to Harry Potter to Cee Lo Green.
WEEK 9 | Week 1 | OCT. 28-NOV. 1
MARKETING: Offer a holiday eyewear “tune up” so that your patients’ and customers’ glasses will look and fit great during the busy holiday and winter vacation seasons ahead.
SALES: Training session: selling second and third pairs.