Connect with us

Manager's To-Do

Finding Ways to Be Different … and More Manager’s To-Dos for April

There are hundreds of areas where you can differentiate.

mm

Published

on

April 2-7

MANAGEMENT Invest time in finding places where you can differentiate your business. These can be big and small. What does your door handle look like? What’s your telephone answering machine message sound like? What’s your 404 error page say? Could you make your cash register receipts more fun? Think of the power of 1,000 points of differentiation. And get busy.

MARKETING Call a brainstorming meeting for Mother’s Day (May 14). Dad and child evening? Mom and daughter event? Cross promotion with a spa? Bring a list of ideas to the meeting and ask the staff to do the same.

TRAINING. Hold a mini-conference right in your own office. Assign each staff person a topic for a 5- to 10-minute presentation. Extra team-building points if you make the event a potluck!

Education. Rita Ellent of The Gardens Eyecare in Forest Hills, NY says that this month, she’ll “attend for the first time that Vision By Design Meeting that I’ve wanted to go to for the past few years (April 11-15)”.

April 9-14

MARKETING If you’ve never done an in-store event give thought to something small – a small trunk show, a product launch, participation in a local craft walk (hey, eyewear design is an art form!) Your goal should just be to get people in the door so they can experience your independent spirit and sow the seeds for a future visit when they have real vision needs.

MEDICAL Find a category of your business you want to improve — such implementing dry eye products packages — and draft an action plan to start making it happen

Advertisement

MANAGEMENT Some things you should do spontaneously sometimes need to be scheduled. Here’s one: Find time this week for a few quality minutes of conversation with staff. It’ll do wonders for their morale and give you ideas into what motivates them

April 16-21

FINANCES Insurers don’t reward loyalty. In fact, via premium creep, they punish it while giving new customers great deals. Shop around to see if you can get better rates elsewhere.

STRATEGY Got an employee suggestion box? If not, you should create one. Offer $100 (or a paid vacation day) for any idea you implement.

NETWORKING Try networking with other eyecare professionals. Join online groups such as ODs on Facebook and Corporate Optometry on Facebook to see how your fellow professionals are faring elsewhere in the country.

OPERATIONS Sunday is Earth Day. Ban plastic bags from the office, ban water bottles from the kitchen, urge everyone to car pool for a week. It’s not so hard being green.

April 23-28

GENERAL. Study your parking lot. Devise and publicize a policy on staff parking. If necessary, can you encourage staff to take transit to free up spaces for customers? What do you do if a car needs to be towed?

Advertisement

SECURITY Buy a Suspicious Incident Logbook for employees to record things that appear to be “not quite right.” The log can be used to write down license plate numbers, names used, time, physical description and other information that may later help police.

MANAGEMENT Institute a fun day like Carb-Wild Wednesday, Fried Chicken Friday or, even better, Beer Friday. Good spirits encourage better customer service, innovative thinking and staff loyalty. They also tend to encourage bigger waistlines, but such is the price to pay for bonhomie.

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

Advertisement

SPONSORED VIDEO

SPONSORED BY Essilor USA

See What Happens When Patients Try Varilux® Lenses for the First Time

Take the first step toward truly satisfying your patients.

Promoted Headlines

Manager's To-Do

Become a Party Animal and More Manager’s To-Dos for October

And do you have a local professional photographer on speed dial yet? There are so many ways they one can benefit your business.

mm

Published

on

Sept. 29-Oct. 5

MARKETING Hire a professional photographer to capture your eyewear in an artistic light. Then use for your gift guides, website and social media accounts.

INTERNET What would it take to sell digital gift cards directly from your website? True, it’s the kind of gift someone buys at 3pm on Dec. 24, but start researching now.

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries
INVISION Podcast

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?
INVISION Podcast

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Podcast: More Ways to Motivate Your Own Eyecare Business Team
INVISION Podcast

Podcast: More Ways to Motivate Your Own Eyecare Business Team

Oct. 6-12

MERCHANDISING Add the feeling of luxury with some fashionable dispensing trays. Ditch that dreary, scuffed old plastic number you’ve been using.

MANAGEMENT Get an outside view of your business. Hire a secret shopper to call or visit your store and report back on how he is treated.

HALLOWEEN Trick or treat! If you don’t have plans, look to see what the neighborhood merchant association is planning.

Oct. 13-19

NETWORKING Check your stock of business cards. What compelling offers do these little billboards make? For ideas, check out Benchmarks (page 76).

OPERATIONS The days shorten and the dim shadows of winter darken every corner. Check to make sure your lighting is consistent and bright.

MARKETING Add a personal touch to your referral game. Mail a hand-written thank-you note along with referral cards to your entire mailing list. People want to help spread the word about a service they trust.

Oct. 20-26

MARKETING Prepare recommendations for a holiday gift guide that can sit on your website.

SOCIAL MEDIA Go through your pages — Facebook, Instagram and Pinterest — and make sure they’re up to date. Holiday shoppers don’t want to see 2018 product.

Oct. 27-Nov. 2

PERSONAL Now’s the time to get your own holiday shopping done.

REPUTATION MANAGEMENT Set up an iPad with a “Thank You Board” to attract nice reviews.

DISPLAY Collateral materials cluttering your showcases? Buy a display unit that stores it all for opticians to present to customers.

Continue Reading

Calendar

The Internet is Middle Aged and More October Events

And beware those household chemicals; the entire month dedicated to eye safety at home.

mm

Published

on

1-31 From flying leaf blower debris to splashed household cleaners, the average American home is a leading contributor to the 2.5 million eye injuries that occur each year. During Home Eye Safety Awareness Month, do your bit to educate patients on the potential perils and preventative actions they should be taking … starting with protective eyewear. Also, check your homepage has emergency contact information clearly displayed.

01 You know the arguments well by now: “Don’t do co-op advertising because you’re spending good ad dollars building up somebody else’s brand,” countered by, “It’s a brand age — the big names bring in the dollars and foot traffic and you should jump on those coattails.” At the start of Co-Op Awareness Month, when the holiday-season offers begin pouring in, weigh the pros and cons.

09 A little-appreciated fact: Teddy Bears look great in glasses. On National Bring Your Teddy Bear to Work Day, feature a few bespectacled teddies in your cases.

29 Think the Internet is a fairly recent invention? It turns 50 today. Yes, it’s middle aged and bloated, but it still gets better every year. If your online presence is little more than an electronic brochure, sit down today and map out a more aggressive online strategy. The future is not waiting for you.

Continue Reading

Manager's To-Do

Not on Instagram Yet? It’s Time and More Manager’s To-Dos for August and September

Plus call a meeting of your fun committee and a simple and inexpensive way to protect your business.

mm

Published

on

July 28-Aug. 3

BACK TO SCHOOL Reach out to local schools to encourage teachers to check their students for signs they might need glasses. Supply posters for school nurses and bundle in vouchers for free pairs for students in need.

Aug. 4-10

SOCIAL MEDIA Sign up for a business Instagram account. Spending 5 mins a day scrolling through your favorite eyewear designers and fellow retailers is time well spent. Thrill your patients by featuring them in their new glasses.

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries
INVISION Podcast

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?
INVISION Podcast

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Podcast: More Ways to Motivate Your Own Eyecare Business Team
INVISION Podcast

Podcast: More Ways to Motivate Your Own Eyecare Business Team

Aug. 11-17

CUSTOMER RELATIONS Install a display in your waiting room featuring professionally shot photographs of all staff members wearing their favorite frames. Your customers will love it and it will help them get to know your staff better.

Aug. 18-24

MARKETING Check with your lab to see if they offer discounts on second-pair pricing that you can pass along to your patients. Then communicate the offer – say, “All additional pairs of lenses (meaning blue light, suns, back-ups, reading glasses) purchased within 30 days are 50 percent off.” It’s win-win-win.

Aug. 25-31

OPERATIONS Ever had a student extern? Reach out to local colleges to see what’s involved. It’s a great learning experience for you both and the student can help provide an improved experience for your patients.

Sept. 1-7

MARKETING Media outlets from newspapers to blogs prepare gift guides to help readers with holiday ideas. Find out the deadline for these guides — for magazines it can be four months out or more — and start pitching some unique suggestions. The editorial calendars for most trade and regional magazines can be found on their websites.

Sept. 8-14

OPERATIONS Power surges happen more frequently than thought. Surge protection devices are simple and inexpensive.

LOCATION Have you tried searching for your practice using a GPS app such as Google or Apple Maps? Sometimes there is a problem with these services so test them out occasionally.

Sept. 15-21

STAFFING Don’t hire and train in October to get ready for Christmas, says sales trainer Shane Decker. Hire support and sales staff now. If it’s part-timers, start with a few hours a week to ensure they are up to speed when the holidays arrive.

Sept. 22-28

OPERATIONS For the last quarter, call a meeting of your fun committee: What ideas do they have to add a little light-heartedness to your practice.

BUYING Back Home from Vegas? Don’t wait too long before you draft a product launch plan and schedule training sessions to ensure the successful sell-through of the exciting new lines you’ve just ordered at VEW.

Continue Reading

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

Get the most important news and business ideas for eyecare professionals every weekday from INVISION.

Facebook

Most Popular