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Manager's To-Do

Get Your OD’s Cleaning Those Frame Boards and More Manager’s To-Dos for February

And planning for Valentine’s Day and VEE should be well underway.

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Jan 26-Feb 1

INVENTORY Buying season is on the way (Vision Expo East starts March 27). It’s time to take a hard look at your inventory.

Feb 2-8

MARKETING Make plans to visit some local nursing homes to share the love this Valentine’s Day. Take flowers and business cards and prepare some vision-related conversational topics.

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TRAINING If your doctors do not do the frame buying, have them straighten up the frame boards at least once every two weeks. This way, they’ll become much more familiar with the product — and your frame sales will increase!

Feb 9-15

INVENTORY In the months ahead of VEE, use Pinterest to build a list of the frames you like, supported with captions that provide the model details (adding the Pinterest button to your browser will make this easier.) When you reach a vendor you’re interested in, whip out your phone and call up your boards.

MARKETING The America’s Finest Optical Retailers contest honors the country’s most innovative eyecare businesses. Enter before it closes in March: invisionmag.com/AFOR.

Feb 16-22

WEBSITE If you haven’t already, post a photo of your storefront on your website, along with text-based directions. It makes it easier for shoppers to find you and eases threshold resistance.

TRAINING Training staff on equipment and procedures always seems like a job for another day. Want an effectively run office? Today is that day.

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Feb 23-29

MARKETING Flex dollars are still out there. Keep reminding people who rolled over 2019 benefits or have spring deadlines.

FINANCES If you haven’t updated your props and fixtures for five years or more, they’re showing their age. Amortize and depreciate them as you do other equipment. Set a budget and plan to acquire new ones routinely. Discard at the first sign of overuse. Faded or dirty elements affect consumer perception.

INSURANCE Organize all insurance plan information. Current information should be in an easily accessible folder.

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at [email protected].

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Celebrating ‘Old Eye’ and More April Events

Also, dates dedicated to singing and accessing your goals year-to-date.

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15 “Would you like fries with that?” makes McDonald’s millions of dollars every year and there is much to learn about the art of upselling from the world’s biggest burger chain, which opened its first location in Des Plaines, IL, on this day in 1955. The most important is: Don’t suggest add-ons just for profit or to get rid of inventory. Instead, determine which products go well together (general rule: don’t go higher than 25 percent for the second item), and have your selling points prepared. If you can identify the perceived value, customers will be more likely to see it too.

1 There’s no way to prevent it. There’s no cure. Unaddressed it makes going to a restaurant hard. Yes, we’re talking about presbyopia, which sounds like a disease but isn’t. And that’s where PRESBYOPIA AWARENESS MONTH comes in. There are so many misconceptions about “old eye.” Do your bit to spread awareness and options.

9 Today is THE 100TH DAY OF THE YEAR — an excellent time to do a self-assessment of your progress so far. Dig out your journal entries or meeting notes from the start of the year and review how you are progressing towards the goals you’ve set for yourself.

19 So you’re no Beyoncé. Don’t let that stop you. Organizers of NATIONAL KARAOKE WEEK claim singing to synthetic tunes in public increases self-esteem, relieves stress and, when done with the staff, improves bonding.

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Manager's To-Do

Working from Home is the New Productivity Hack and More Manager’s To-Dos for May

Plus, those tax refunds are starting to hit people’s bank accounts, start reeling that ‘found money’ in.

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May 3-9

PLANNING May and June are slower months for many vision businesses, use it to plan. By now you’ve also got a good idea how the year is going, notes Vlad Cordero of Focus Eye Care in Hackensack, NJ, allowing you to “pivot if necessary or double down if something we did is paying dividends.” If you can, get away for a brainstorming weekend.

DISPLAYS Reel in those tax refunds: Create a display of fashion frames that fall in the $150 to $300 range. That’s close to the sweet spot for tempting people. “Having something exciting for summer and their new ‘found money’ works,” says Dianna Finisecy of Wagner Opticians in Washington, DC.

May 10-16

CLIENT SERVICE Run an EMR report on patients who have significant diagnoses, like glaucoma, and audit their appointment histories. If they have dropped out of regular care, a personal call from the doctor can reinforce the importance of monitoring.

FINANCES Maybe your fixed costs aren’t as fixed as you think. Analyze every contract — from the company that supplies the water cooler to your neighborhood banker — and look for places where you can curb costs. Lease coming up? Keep an eye on traffic. It’s a good figure to wield in negotiations with your landlord.

May 17-23

MANAGEMENT If you’ve got a backlog of admin work that’s built up, consider taking a work from home day. “You’ll be more comfortable and not have to worry about dispenses/other optician things, so you can really focus,” says Heather Harrington of Elevated Eyecare in Denver, CO.

ONLINE Know who’s visiting your Google Business page and what they are doing through the Insights tab. Create an Excel sheet and begin recording the data for the key metrics every month. You can sign up for
a monthly email from Google that will provide these Insights for you if you need a reminder.

May 24-30

MARKETING Back to school is just around the corner. Find out what is going to be the big back-to-school seller this year. Start your marketing early so you also reach those college kids before they leave this year.

PREPAREDNESS Atlantic hurricane season officially begins on June 1 and ends on Nov. 30. A generator is a wise investment if you live in an area prone to wild weather of any kind.

INVENTORY If your space is small, every inch matters. Identify your worst sellers and give them da boot.

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Honor Those Older Americans and More May Events

Including a week dedicated to pet and the people who love them … in glasses.

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10 Mothers are key gatekeepers when it comes to the family’s vision health. Celebrate that fact this MOTHER’S DAY with a “mother-daughter” event. Cross-promote with a local salon or spa. Have attendees vote on the mother and daughter who look most alike. It’s easier when they are wearing lookalike frames.

1 OLDER AMERICANS MONTH. These are your people. Get involved.

3 NATIONAL PET WEEK. Post a different photo of a pet in sunglasses on your Facebook and Instagram page. Really. They aren’t very hard to find.

13 They are your first impression and your first line of defense. This year, how about a few days before RECEPTIONISTS DAY you promote gift certificates for computer lenses? Bleary-eyed receptionists everywhere will thank you.

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