Connect with us

Manager's To-Do

Form a Customer Advisory Board for Your Store and More Manager’s To-Do’s for June

Here’s how to maintain your momentum this month.

mm

Published

on

We’re always busy, like I am sure most private practice optometrist offices are, in the summer months,” says Dr. Kenneth D. Boltz of Dublin, OH, when asked about his summer plans. “It’s back to school time, so we’re doing all the things for kids. We certainly see a lot of teachers but our primary focus is kids’ exams over the summer.”


June 4-10

OPERATIONS If your office slows down over summer, why not shake things up? Take every other Saturday off in June and July but work additional Mondays (or whatever your usual day off is) in August.

SECURITY Do a mid-year review of threats, and areas of vulnerability, including a test of your store’s motion-detection system.

SALES If you keep getting the same sad results every sunglass selling season, it’s time for one of our favorite methodologies for change: Continue Stop Start. Yes, continue what’s going well, stop the things that aren’t and start on some new things that may work well.

June 11-17

COMMUNITY Parade season is begining. Time to procure a frog suit, like Miss Frog at Clarity Advanced Eyecare in Birmingham, MI, or another memorable character, to prepare for the upcoming July 4th revelry.

FINANCES Stay on top of tax obligations by signing up for the IRS’s tax calendar at tax.gov/calendar. Unlike the agency, it’s user friendly.

Advertisement

MAINTENANCE Check your air-conditioning. Temperatures are climbing and you want to make sure your store is a cool sanctuary in the dog days ahead.

June 18-24

MARKETING The fish are biting but you need the right bait. Promote special offers on fishing-specific eyewear from Maui Jim, Costa, Oakley or the other water sport brands.

SAFETY Stage an advanced fire drill. Simulate a blocked exit and unconscious staff member. Critique staff performance.

MANAGEMENT Invite 10 customers to form an advisory panel for your business, recommends store trainer Kate Peterson. Schedule meetings and ask them to discuss what they’ve seen, what they like, and what you can improve and grow. “Pay” them with lunch, gift cards or discounts — but most importantly, use what they tell you.

June 25-July 1

MANAGEMENT Join Toastmasters. (Find a local club at toastmasters.org). Soon, you’ll be welcoming offers to talk publicly.

TECHNOLOGY Dump your bacn, the e-mail newsletters you’ve subscribed to. A study by MessageGate estimates up to 30 percent of e-mails are bacn. A huge inbox slows searches.

Advertisement

OPERATIONS It’s estimated less than half of independent eyecare businesses list store hours on their website or voice mail. Post those times today.

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 REICHERT

When You’re Passionate About Eye Care, the Right Technology Matters

Lisa Genovese, O.D., strives to give her patients the very best. At Insight Eye Care’s multiple locations, Dr. Genovese provides optimal care for her patients using the Reichert® Phoroptor® VRx Digital Refraction System. In this second Practice Profile Video from Reichert’s “Passionate About Eye Care” series, take a closer look and see how this eye care professional achieved a better work-life balance with equipment that’s designed and engineered in the U.S.A.

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.

Instagram

Most Popular