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Manager's To-Do

Is It Already Time to Get Ready for the Holidays? Yup! And More Manager’s To-Dos for October

Start preparing for the year-end rush.

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Commitment to follow through is on my Manager’s To-Do. I can get easily distracted and if I don’t force myself to sit down and do it, it doesn’t get done. — Sherry Berry, Eye Against Eye, Philadelphia, PA


Oct 1-7

STAFF If you don’t already, institute quarterly meetings between your optometrists and opticians to discuss their recommendations and learn about new products. It will ensure both sides are on the same page when it comes to discussing lens and frame selection with patients.

INVENTORY Get serious about the upcoming holiday season. Organize and finalize your marketing strategy. Prepare for ad campaigns and trunk shows. Shore up the team in terms of scripts (greetings, what to showcase, etc.) and additional training. Draft a cleaning schedule.

DISPLAY Autumn has arrived. Change your window display to reflect seasonal trends and the coming cool months.

Oct 8-14

EVENTSocial obligations tend to proliferate with the arrival of the holiday season. Help your patients and customers prepare with a makeover night. Partner with a esthetician or a makeup artist. Many women love free skin care samples and the chance for a makeover.

strategy Get to know local officials as their actions can have significant effects on how you do (or don’t do) business.

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MANAGEMENT It’s hurricane season. If you’re in a high-risk area, run a mock emergency and bad weather training session to ensure your protocol is up to speed. 

Oct 15-21

SALES Institute a “good, better, best” ranking system that allows you to explore lens and frame options with your patient. The doctor explains the best lens option. If the customer hesitates or pricing is an issue, move to better, then finally best. 

SELF CARE Spending a lot of time at a computer or hunched over patients? You may be setting yourself up for back and joint issues down the road. Chair and office yoga can help. Typical “routines” take between 5 and 15 minutes. Give it a try.

Oct 22-28

EMAIL Your weekly e-mail bulletins should now be encouraging early holiday shopping while also promoting popular gift products and categories.

MARKETING Yes, Black Friday belongs to the big guys, but figure out a blockbuster promotion to feature on your website. It’s a time of year when everyone is on the lookout for a deal.

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

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Manager's To-Do

Tips for Wrapping Up All Those Little Year-End Tasks and More Manager’s To-Dos for December and January

Including billing, Flex Spending, recalls and sales incentives for all.

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Dec. 1-7

OPERATIONS Push to get all pending billing done so you are ready for the busy end-of-year holiday period.

MARKETING We trust flex spending reminders adorn all communications. But take it to a new level with a year-end sale to drive use. It’s a double savings! And a good way for you to get rid of some aging inventory.

Dec. 8-14

OPERATIONS Only two weeks to go until Christmas. If you offer extended hours, be sure to promote that on your website and social media channels.

WEBSITE Add a sign-up to your website for customers to receive news or promotions. Give all employees a personalized address for customer emails. Update the copyright on your site to 2020.

Dec. 15-21

SERVICE Refine your intake procedure for repairs. Are you giving accurate estimates on delivery times and not disappointing customers? Can you offer a “rush” fee? Are you taking digital photos during intake so clients can’t claim that you damaged them?

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Dec. 22-28

MANAGEMENT Before you close Christmas Eve thank every team member personally for their effort.

Dec. 29-Jan. 4

MANAGEMENT Need a big goal for 2020? Try reducing the number of insurance plans you accept. Then staff can focus on understanding the remaining policies and codes.

OPERATIONS The next few months are typically the coldest all year. Have a plan if severe weather interrupts business. Could you, for example, offer a 2 percent discount for every inch of snow that falls if customers brave conditions to come in?

Jan. 5-11

MANAGEMENT Start strategic planning by calculating the dollar value of every customer = average purchase in your business per year x 20 years. It should be a heck of a lot of money. Post it for everyone to see in the back room.

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MERCHANDISING What can you promote for Valentine’s Day gifts? Highlight these in email bulletins and catchy displays.

Jan. 12-18

OPERATIONS Investigate outsourcing medical billing. Explanation of benefits, actual billing and follow-up is often time consuming and takes time away from providing patient care.

Jan. 19-25

CUSTOMER SERVICE Use your EHR to find patients who have not responded to recall notices and are overdue. Call and ask how they are doing.

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Coming Up with Your 2020 Resolution and More New Year Events

And we’re calling for a return of National Opticians Day, who’s with us?

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DECEMBER

2 CIDER MONDAY! We like this date: It’s an invitation for shoppers to visit a real store and touch real products and be greeted with a warm cup of cider. First observed by Toadstool Bookshop in New Hampshire, it offers a delightful twist on Cyber Monday, which kicks off the online shopping season today … got a special on your website? You should.

31 2020 implies vision and clarity. It demands something bolder than usual when it comes to New Year hopes, dreams and resolutions. Our suggestion? A pledge to work on your ‘Leadership’ (strategic) skills not just your management (operational) skills. Build yourself a business, not a job.

JANUARY

1 20 years ago, January 1999 was celebrated in the U.S. as National Opticians Month. Sadly, it was a one-off but the struggle goes on. Amid a lack of official recognition, make sure the pivotal role your opticians play is explained on your site and practice materials. Many still need help seeing their value.

16 National Nothing Day was started 45 years ago to provide Americans with one day they didn’t have to celebrate anything. A better use for you: how can you leverage more “nothing days” to drive traffic and smooth out revenue between the big retail seasons.

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Come Up With 20 (New) Questions and More November Events

And we’ve got an idea for a social media post any independent ECP can do.

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28 Two hundred and thirty years ago, President George Washington created the first holiday by presidential declaration, ordering America to take a day off to give thanks for its many blessings. To get in the spirit of Thanksgiving and gratitude, send a goodie bag of lens cleaner, lens wipes, and a mini bottle of wine (Seeing Red!) or whatever you can imaginatively come up with, to your best 50 customers. It’s likely they provide an outsize contribution to your success.

19 Peter Drucker was born this day 110 years ago. Among his many contributions to the management field, perhaps his most important was his maxim that if you’re a manager, staying aware of what genuinely deserves your attention is the most crucial thing you can do. Mark his birthday by saying no to something that you feel is vaguely important, but if you’re being brutally honest, you don’t have time for.

24 The quiz show Twenty Questions made its debut on national TV on this day 70 years ago. Mark the occasion with a brainstorming session to come up with 20 surefire questions to get your customers talking, other than “Can I help you?”

30 Small Business Saturday … Print up a T-shirt emblazoned with the Small Business Saturday logo. Take a picture of yourself wearing it. Post on social media.

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