Ask INVISIONTo Get More Publicity For Your Business, You Have to Think Like a Journalist Published 3 years agoon April 20, 2016By INVISION Staff Share Tweet I’d like to get some coverage in my local newspaper for my children’s eyecare business. Any suggestions on how to reach out?To get the attention of a journalist, you have to think like a journalist. Start with facts and figures that make you say “wow.” The American Optometric Association has done a lot of research on children’s vision issues, and those statistics are exactly the kind of stuff that would make a reporter’s ears prick up. For instance, one issue you could bring up is how parents seriously underestimate the amount of screen time their children log each day. Four in 10 kids say they use electronic devices five or more hours each day, but only 10 percent of parents estimate that level of device usage. Another telling stat: 80 percent of kids surveyed say they’ve had signs of digital eyestrain after using their devices. While you’re communicating, be sure to tell any reporter you speak with that the Affordable Care Act means all children are eligible for an annual eye exam.Too many parents think that vision is all about being able to read this or that line of an eye chart. How can I make them understand that their children’s vision is so much more than that?Of course, acuity is important to a child’s school performance, says Dr. Nathan Bonilla-Warford of Bright Eyes Family Vision Care in Tampa, FL. But there are five other visual skills that parents of school-age children need to be aware of and on watch for any potential problems. These are eye tracking (the ability to keep the eyes on target when looking from one object to another), eye focusing (the ability to quickly and accurately maintain clear vision at different distances), eye teaming (the ability to coordinate and use both eyes together when moving along a printed page, as well as judging distances), eye-hand coordination (the ability to use visual information to monitor and direct the hands), and visual perception (the ability to organize images on a printed page into letters, words and ideas that are understood and remembered). Since kids are unlikely to report these problems themselves, push hard on how important it is for parents to look for warning signs in any of these areas. Make sure they know that if they do sense a problem, they should schedule an eye exam immediately. You can even add some case studies to your website of children who you’ve worked with to solve vision issues in each of these areas.Do you have any quick advice I can share with parents of toddlers preparing to bring them in for their first eye exam?Here’s some eye exam wisdom for parents from the Wyoming Optometric Association, aimed at those with children between the ages of 2 and 5. “1.) Make an appointment early in the day. (This timing avoids any almost-naptime doldrums and moodiness.) Allow about one hour. 2.) Talk about the examination in advance and encourage your child’s questions. 3.) Explain the examination in your child’s terms, comparing the E chart to a puzzle and the instruments to tiny flashlights and a kaleidoscope.” Advertisement I want to do something fun for kids visiting my business, but am definitely not gonna go the old shopkeeper route of handing out lollipops. (Most parents would kill me if I tried!) So how can I reward children in a way that’s interesting and fun?We love the way that Indian Creek Family Eye Care of Hood River, OR handles this dilemma. The socially-conscious business doesn’t hand out candy or cheap little toys, but instead lets its pediatric patients make a choice between three local charities. To do so, children place a special wooden token in the jar of their choice and pick a sticker as a reward for doing something good for others. Ultimately, the jar that fills with wooden tokens first receives the donation from Indian Creek. It’s a creative way to do good with style and personality.This article originally appeared in the May 2016 edition of INVISION. Related Topics:client serviceMarketing click to Comment(Comment)Up NextFor Better Vendor Service, Try Making a FriendDon't MissHow Can I Tell My Staff They’re Going to Have to Work Saturdays? Advertisement SPONSORED VIDEOSPONSORED BY SAFILOSafilo’s “American Eyes” Video Celebrates Elasta and Emozioni starring ECPs Peter Tacia and Heidi DancerFor the third year in a row, Safilo has looked to trusted eyecare professionals to star in its American Eyes campaign for its Elasta and Emozioni collections.Their latest testimonials are from Peter Tacia, O.D. and Heidi Dancer, optician, of Alma, MI, talking about two best-selling collections: Elasta and Emozioni.You may like Are Your Displays Peak Sun Season Ready? And More Manager’s To-Dos for June A Little Staff Research Project and More Manager’s To-Dos for May What’s the Title of Your Autobiography? And More Tips for AprilPromoted Headlines Safilo’s “American Eyes” Video Celebrates Elasta and Emozioni starringECPs Peter Tacia and Heidi DancerSafilo Hoya: The Right Lenses for Sun ProtectionHoya Nano Vista—The Quintessential Line for KidsAlternative and Plan B EyewearAsk INVISIONHow to Get the Best Employees and More Questions for May Plus, how to get that chatty, great employee to actually close the sale. Published 2 weeks agoon May 5, 2019By INVISION Staff What’s a good way to sell our company to prospective employees — particularly top salespeople?Just about the most valuable skill a businessperson can have is the ability to recruit and retain good people and yes, it all starts with that job posting. “When the right people read your ad, their hearts will whisper, ‘These people are like me, and I am like them,’ says Roy H. Williams, author of the business bestseller The Wizard of Ads. Bullet point what the job entails, what kind of inventory they will be handling, and the benefits, but the core message should be about who you are as a company, your reputation and your goals. The best salespeople often don’t have a sales background so go easy on the requirements. Your message should be more about culture than qualifications. INVISION PodcastPodcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients? INVISION PodcastPodcast: More Ways to Motivate Your Own Eyecare Business Team INVISION PodcastPodcast: Why Can’t We All Just Get Along? Is it legal for retailers to say they are selling at wholesale prices?In short, no — unless they really are. Many states including Arkansas, Georgia, North Carolina, Kentucky, Texas, California, New York, and Michigan have strict laws prohibiting the use of the word “wholesale” in retail advertisements. In some states, this is a criminal offense, due to the word’s ability to mislead consumers. Basically, if you advertise you are selling at wholesale prices it must be “the real wholesale price.” Some states define this as the price paid for the item from the supplier. Other states and the federal government say the price must be lower than the average price retailers would pay in the area.We have a small store that is growing quite nicely. In fact, juggling rosters to avoid paying overtime is increasingly becoming an issue. I understand it can be tricky, but can we just move several employees to salaried positions? No more messy rosters. No more overtime. Right?Likely very wrong. This is a strategy that “has been used so often to avoid paying rightful overtime, that it is written into the law through the Fair Labor Standards Act,” says Scott Clark, a lawyer and founder of the HTC Group. Yes, there are salaried positions for which there are exemptions from overtime rules, but they tend to be “true” management roles and jobs that require a college degree or technical training. They must also pay more than a minimum of $455 per week, and the salary must be the same every week (so if your employee wants time off to see the doctor you still have to pay his full weekly salary — no more docking wages for hours not worked). If it seems that the government is uncharacteristically protective of lower-income workers in this instance, never fear, it really isn’t. On the contrary, the government is very particular about all the taxes and Social Security that get paid on overtime. We’d say a better approach is to view your employees as an asset who make you money, not as an expense. Invest in your employees to make them more efficient, and they’ll make you even more money. Or hire the staff you actually need.Where can I get hold of a good employee evaluation form?As you’ve no doubt discovered, there are scores you can download to use as a model or template. Some, like those from educational institutions, are really quite detailed and cover every possible aspect of a job, while others are very basic. Our only advice when it comes to employee evaluations is that you not spend too much time on the whole process. While you may want the paper trail to protect yourself against lawsuits from former employees, there’s a growing view that reviews don’t really achieve much. Mary Jenkins, a co-author of Abolishing Performance Appraisals: Why They Backfire and What to Do Instead, advocates designing a system in which employees can seek feedback from people they work with, then draw up a skills-development plan with their manager — or you. Continue ReadingAsk INVISIONHow to Attract Top Salespeople and More Questions for April Also, how to structure their compensation to remain competitive. Published 2 months agoon March 25, 2019By INVISION Staff We have a very young-looking salesperson who worries people don’t take her seriously. We’ve styled her in planos but what more can we do to make her look more professional?“Professionalism is really about projecting confidence,” says Anne Sowden, managing director of image consultancy Here’s Looking at You. “And confidence is reflected in clothing and body language. As a general guideline, dark colors — black, navy and charcoal — convey authority.A jacket automatically makes someone appear more professional. Pair it with a light-colored blouse (conservative neckline), knee-length skirt and she’ll look professional but approachable. And ensure the clothing fits properly, is not wrinkled and she will feel comfortable in it.“If you’re comfortable, you’ll automatically be more confident,” Sowden notes.When it comes to greeting customers, remind her of Mom’s dictum: Stand up straight and don’t slouch. “This will indicate that confidence and approachability. Add to that eye contact and most importantly, a smile and she’ll make a dynamite first impression,” Sowden says.I have an employee at my high-end eyewear store who makes $16 an hour and commission based on gross profit. She earns close to $60,000 a year but feels underpaid and that paying commission on gross profit is contrary to the industry standard. How can I convince her she has it pretty good?She does indeed have it pretty good, says industry consultant Andrea Hill, owner of Hill Management Group, noting that her hourly rate is almost 50 percent higher than the average for retail sales people of $11.50 and even more than the average of $15 paid by very high-end luxury retailers.As for the commission, Hill says you are very much on the right track and your employee will probably have to get used to it wherever she decides to work; “wise” businesses are increasingly moving away from a commission based on the retail price to a portion of the gross margin. “In this way, sales professionals are challenged to balance the need to get the highest price possible with the need to close the sale,” Hill says.“When commissions are paid out on total sales only, then it becomes very easy for the salesperson to sacrifice profits for the easy close,” she says.While exposure to such numbers should mollify your associate, what you really want to do is excite her about the potential of earning as much as $100,000 a year — which is what top luxury salespeople make — although that requires building a “strong book” of customers through active networking, clienteling and prospecting work.Keep in mind, however, that even the most generous commission rate won’t help if you’re not on top of your game, meaning advertising intelligently, keeping up with changing retail trends, providing the right technology for how consumers today want to shop, and maintaining an exciting inventory that reflects current tastes, says Hill.“If the retail business owner does not ensure that they are running a strong merchandising and marketing operation, then even the best sales person in the world will not be able to turn the promise of commission into actual earnings.”I still can’t get my head around kelvins and color temperatures. Can you help?It probably helps to think of the original theoretical model that underlies the index — that of a black metal radiator, whose color changes as it is heated, from black to orange to red to blue to white hot.Similar to Celsius and Fahrenheit, the Kelvin scale marks different degrees of thermodynamic temperature, but it is the association with color change that makes it useful as a way to designate light bulbs.Where it gets confusing is how at the lower end of the scale, from 2000K to 3000K, the light produced is called “warm white” and ranges from orange to yellow-white in appearance. Meanwhile, color temperatures further up the scale, between 3100K and 4500K, are referred to as “cool white” but the bulbs are emitting a brighter, hotter light. Continue ReadingAsk INVISIONWhat the Law Says About Retailers Who Say They’re Selling at ‘Wholesale’ Prices and More Questions for March Unless it’s true, it might be a criminal offense in your state. Published 3 months agoon March 5, 2019By INVISION Staff How can I improve the open rates on my email marketing bulletins?A few years ago, MailChimp.com did a survey of some 40 million promotional emails and found that those with the highest open rates (from 67 to an amazing 80 percent) were the ones that were — surprise, surprise — the least promotional. Typically, they had subject lines that told the recipient what was inside (they didn’t confuse e-bulletins with promotions or vice versa), they used the company’s name in the subject line, and had straightforward subject lines — they weren’t too “salesy” or pushy (this also helps you avoid spam trigger words). Most email providers will allow you to write subject lines of up to 60 characters but you should try to keep it short and to the point, between 30 and 40 characters and no more than five to eight words. Sponsored ContentNano Vista—The Quintessential Line for Kids Sponsored ContentNew ‘Auxiliary Skin’ Transforms Eyewear into Seamless Sunglasses VideosTeen Sees Color for the First Time — Watch Her Reaction Constant Contact, another service provider, recommends you state a clear benefit to opening the email. Email messages that have an “exclusive” offer in the subject line, such as “Private event” or “For select customers only,” can generate an additional 24 percent open rate, according to its studies. Of course, you don’t want to be too dry. Your content should be as friendly as possible. Open with the recipient’s name, use a tone that reflects your personality and end with your signature line. Most important, give them something they want. If they’ve opted in and you are responding to their interests, you too might be able to get super-high open rates.One of the questions I always get, and hate, is “Do you have to charge sales tax?” How should I answer this?Here’s a simple way to defuse this sneaky discount ploy. Look at the customer directly, smile, and say, “Actually, I don’t charge sales tax. I collect it.” They’ll get the point. And while everybody wants the best deal possible, they’ll probably trust you more for it. Because if you’d cheat on your taxes, why should a customer or patient trust you to take care of their vision?My store seems like a reality TV show: unnecessary drama. Addressing it only seems to add fuel to the fire. Is there a way to bring it under control?You’re not alone. After profitability concerns, this is the No. 1 headache of business owners, says business coach Lauren Owen. Drama and discord create stress and hurt productivity. There is no quick fix but there are a number of things you can do, starting with regular meetings. “Scheduled, well-run meetings are essential to clear communication and team building and addressing potential conflicts,” says Owen, adding that such meetings are conspicuously absent at stores with drama issues.Other steps include confronting your drama queens, addressing your underperformers (there is often a hidden cost in the resentment they cause), performing a cost-benefit analysis on your high performance/maintenance employees (sometimes they just suck all the energy out of a store), and finally taking a good look at yourself. “Some people actually like drama, despite what they say,” Owen says. “If you were really honest with yourself you might understand that the drama is satisfying some need of yours. Attention? Power? Control? Do you avoid all conflict, even healthy conflict, at all costs?” And are you giving your staff a clear sense of purpose — that eyewear is about something much bigger than business?My practice has never grown the way I had hoped … or hired for. To keep going, I feel we need to downsize. How can I do it without destroying staff morale?Layoffs are tough. You can’t have high productivity without good morale, and you can’t have good morale unless people have confidence that the company has a future and that the business is going to treat them fairly if things get worse. Employees need to know that you respect and value their contributions and don’t just view them as a resource.Sometimes, however, you have no choice but to order layoffs. In that case, remember three rules.1. Do them all at once. Dragging things out will destroy morale. 2. It’s better to cut too much than to cut too little. 3. Make sure all remaining employees understand that what you’re doing is saving their jobs. Continue ReadingAdvertisementLatestTrendingVideos Press Releases3 days agoABB OPTICAL GROUP and Paragon Vision Sciences Announce Fifth Annual Optometry Student Challenge Headlines3 days agoShopko Optical Acquisition Completed; 80 Stores to Become Freestanding Locations Sanity Files3 days agoFor This Miami OD, It’s the Simple Things That Get Him Back On Track Press Releases3 days agoSafilo and David Beckham Announce 10-Year Eyewear License Agreement Headlines4 days agoFDA Approves Drug for Diabetic Eye Disease Headlines4 weeks agoEyewear Executive Dies Unexpectedly Headlines3 weeks agoOnline Eyewear Seller Gets More Prison Time Headlines2 weeks agoWalmart and Optometrists Agree On New State Bill Headlines3 weeks ago2 Accused of Selling Counterfeit Ray-Bans in $2M Fraud Case Headlines4 weeks agoEyewear Chain Launches Drive-Through Pickup Service INVISION Podcast3 weeks agoPodcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients? Sponsored Content1 month agoHoya: The Right Lenses for Sun Protection Sponsored Content2 months agoNano Vista—The Quintessential Line for Kids Sponsored Content2 months agoNew ‘Auxiliary Skin’ Transforms Eyewear into Seamless Sunglasses INVISION Podcast3 months agoPodcast: More Ways to Motivate Your Own Eyecare Business Team AdvertisementAdvertisement Most Popular Headlines5 days agoLongtime AOA Leader and Volunteer Dies at Age 62 Headlines1 week agoDry Eye Treatment to Be Acquired in $5.3B Deal Photo Gallery1 week agoIdaho ECP Takes on the Snow in Style … and More Brain Squad Members in Their INVISION T-Shirts America's Finest4 days agoA Stunning Milwaukee Practice That Is the Culmination of 3 Decades of Constant Improvement Headlines4 days agoFDA Approves Drug for Diabetic Eye Disease Headlines6 days agoEssilor and Luxottica Iron Out Leadership Struggles Headlines3 days agoShopko Optical Acquisition Completed; 80 Stores to Become Freestanding Locations Real Deal4 days agoEver Feel Like Your Billing Policy Is Backfiring?