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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.

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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.

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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.

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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 21 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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Channel Your Inner Pamela Anderson and More April Events

It’s a month devoted to administrators and women and we have some ideas to help you celebrate.

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23 A HUGE date in history. Not only is it the 30th anniversary of the premiere of the most watched TV show ever – Baywatch – but it’s also the date on which both Miguel de Cervantes (author of the second-most-read book in history, Don Quixote) and William Shakespeare (author of several notable titles) died (1605, 1616 respectively). If you can tie together red bathing suits, tilting at windmills and midsummer nights in a marketing campaign, you also deserve to go down in history.

1 WOMEN’S EYE HEALTH AND SAFETY AWARENESS MONTH. According to Prevent Blindness, women make up 63 percent of the blind and 62 percent of the visually impaired. This month, get involved in the effort to educate women about the special risks they face.

22 EARTH DAY. Look into carrying more products that “give back.” Lucky for you we’ll have an entire feature devoted to Eco-Friendly frames in our April issue. Stay tuned if you need pointers.

25 Google “secretary” and you’ll get an image of a woman wearing glasses. It’s a tacky stereotype with a kernel of truth in it — many office workers wear glasses. On ADMINISTRATIVE PROFESSIONALS DAY give thought to what special corporate package you could offer that office park around the corner.

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Manager's To-Do

Take a Team Lab Tour Field Trip and More Manager’s To-Dos for March

Plus spring allergy season is nigh and we see a marketing opportunity.

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Mar. 31-Apr. 6

MERCHANDISING New stock headed your way? Develop a product launch plan, or schedule training sessions to ensure the successful sell-through of the styles ordered at VEE.

MARKETING Spring is here along with allergy season. Sniffles aside it’s a great time to boost your daily contact lens business. Offer them as an add-on or as the central part of another marketing push. Talk to your suppliers as well — they often roll out rebates in the middle of the year.

Apr. 7-13

OPERATIONS Book a lab tour. Get in touch with your favorite provider and see if you can bring the staff around for a visit.

INVENTORY Start your Mother’s Day (May 12) preparations by going through last year’s data. Compare popular price points with what you have in stock now.

Apr. 14-20

MARKETING Launch “Project Big Shot.” Start contacting local personalities: newscasters, society figures, sports people, to see if they are interested in promoting your sunwear ahead of summer. The deal: Free eyewear that you’ll style them in with cutting-edge shapes and colors.
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Apr. 21-27

FINANCIALS Review your cash-flow projections. With the economy in something of a state of flux, it’s easy to run into a mismatch between the cash coming in, what you’re taking out, and what you owe your vendors.

SALES TRAINING Selling by face-shape: Brush up your guides for identifying flattering frames in inventory for those with square, diamond, oval, round and heart-shaped faces.

Apr. 28-May 4

INVENTORY  Finalize Father’s Day orders. Dad’s big day arrives just as men start thinking of fish-filled waters, a glorious drive down the 17th fairway or catching those beach rays from behind a pair of fine sunnies.

SALES Set up what sales trainer Shane Decker calls T.O. teams. When you see two people who work well together, schedule them together.

STAFF Ask employees for their summer vacation requests. And block your vacation time as well.

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Banish Winter Blues by Going Green and More March Events

Don’t miss these important dates.

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17 Banish snakes? You can do better: Banish the winter blues. St. Patrick’s Day is the perfect date to raise a toast and bid the cold months farewell. Lay out some green drinks (kombucha, green tea, anything but beer), green foods and give prominent display to any green tinted or environmentally friendly frames. Everyone loves a party … and it’s really not so hard being green.

6 Dentists, celebrated today on Dentist’s Day, and doctors (who are honored on Mar. 30) are great customers and even better referral sources. Reach out to both groups to express your thanks with a card, phone call or flowers.

10 Daylight Savings … Invite your customers to inspect your latest frames during your “Great Leap into Spring Fashion” celebration with special daylight “savings.” Today only!

23 Thirty years ago we all nearly died. A huge asteroid passed within 500,000 miles of Earth — a very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your business’ recent “near misses” and conduct an autopsy. In your next morning meeting, debate what may have saved the sale. A lower price? More questions? Bruce Willis?

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