WEEK 1 / Dec 4-9
STAFF The last month of the year is one of the busiest. No better time to work on cross training. Shake up your roster, pick mentors/mentees and benefit from disruption.
MARKETING Prepare an offer for clients who make their first purchase this month — perhaps a voucher to get them back in. (Expiration dates encourage action.)
WEEK 2 / Dec 11-16
MEDIA Pitch a story to local media about how people can use flex dollars for eyecare and prescription eyewear in December and any January grace period they may have.
MARKETING Post a daily gift idea online. On Instagram, photos of daily best-sellers; on FB, a reminder: “Time flies, benefits end soon.”
WEEK 3 / Dec 18-23
IN-STORE Double-check every inch of case and window glass is sparkling. Don’t let smudges plant seeds of doubt in customers’ minds.
CUSTOMER SERVICE Make it a rule: Everyone must greet each other with a cheery “Happy Holidays!” each day. When all is said and done, you sell relief, and the staff’s good mood determines much of your success.
WEEK 4 / Dec 25-30
INVENTORY It’s time for that semi-annual frame inventory. Figure out what products failed to live up to expectations in terms of ROI.
DECORATIONS Did you see an adorable reindeer lawn ornament but didn’t want to splurge? The weeks after the holiday are an ideal time to buy next year’s decorations.
WEEK 5 / Jan 1-6
DATABASE Enter all that customer data you collected in the last few weeks.
STRATEGY Organize a staff retreat to review peak season sales. Go over your flex-dollar sales, marketing campaigns, the competition’s efforts. What did you learn?
STAFF Take them for a bite to eat and talk one-on-one about their year. Ask them: What do you need from me this year? How’s your life? People most often just want a chance to be effective.
WEEK 6 / Jan 8-13
FINANCES Get an early start on your taxes. On average, small-business owners spend more than 40 hours filing their federal taxes every year. Account for items lost to theft, disappearance or damage. They may be tax deductible.
OPERATIONS Create a new on-hold message touting your brand, specials.
maWEEK 7 / Jan 15-20
SALES Develop a question checklist to sell additional eyewear to customers: Do you play sports? How much “screen time” do you get?
BUYING Vision Expo East gets closer every week. Prepare to be organized and professional in front of your vendors. Set up appointments — don’t just “swing by.” Get numbers so you can contact them at the show.
WEEK 8 / Jan 22-27
MARKETING Spring is health fair season. These events are a proven way to drive new traffic to your office, be it those with the same coverage or just within your market. What’s planned in your area?
HUMAN RESOURCES Study 401(k) programs for yourself and your employees. (One of the best ways around to keep staff long-term.)
This article originally appeared in the November-December 2017 edition of INVISION
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