We have equestrian games coming to town with 100,000 visitors expected in the area. How can I take advantage?

Lucky you! This gift horse trotting into town is possibly wearing golden hooves. “It’s fair to assume that visitors to equestrian events have the resources to spend — and studies show people are more likely to spend when they’re on vacation or doing things they enjoy,” notes Andy Malis, co-founder of MGH, a full-service ad agency in Owings Mills, MD. First thing to do is inquire of your sales reps if they will have booths or some other promotional events you can partner in? Retail store consultant Kate Peterson recommends you make a special effort to explore joint promotion opportunities, especially those that involve onsite events in your store. “Work with targeted vendors to set up a themed trunk show in the store,” she says. If there’s no corporate connection, Malis recommends going it alone. “I would contact the organizers of the event and find out every possible way to get in front of this audience. They may be offering sponsorship packages.” And if you can’t actually participate officially, think ‘outside-the-event’, he says. “Which hotels and restaurants will be involved? Can you create a ‘Welcome Package’ to be given to each attendee? Include some local foods/beverages plus info (do you offer emergency repairs or lens replacements?) and incentives to visit your store.” It goes without saying that this advice applies to any large sporting event that maybe coming to town...

How can I grow my business when only so many dollars are spent on eyewear in my rural market?

The first thing to test about any rural location are your assumptions, says retail trainer Bob Phibbs. Don’t think that just because you operate from a small town, everyone in that market knows your services. Second, don’t assume that because you’re the only optician in town, people won’t go elsewhere. “People probably drive from farther away to reach your store, so as a business owner, you have to give them a good reason to keep coming back,” he says. Phibbs recommends doing your own research, including walking around your area and knocking on doors to find out how many people are aware of your services. (And if there is an art walk or some other business community event that will put you in touch with new groups of customers, sign up!) Second, test your hours. “If your store is closed on Sundays, you may be missing out on two of the top four money-making times,” he says. Third, through interactions with customers and even studying the license plates in your parking lot, find out where your customers are coming from. With this information, you will able to tweak your marketing and other outreach activities. It’s possible you could run targeted Facebook ads or rent billboard space to catch traffic from a much wider area.

I suspect a rival is trying to poach one of my best sales associates. Should I try to pre-empt them with a pay rise?

Happy employees don’t leave for a small amount of additional money, so the first thing to do is sit down with your associate and see if there are things you can do to remove any frustrations from her current work life or if there are perks (more flex time?) or professional challenges (responsibility for a big marketing campaign?) that could tempt her to stay. Throwing money at them is unlikely to help if you don’t remove what’s unsettled them in the first place (and unless you’re prepared for everyone else to know — as HR experts like to say, compensation is confidential for about 11 seconds). Staff churn is a natural part of business life, especially in a strong economy, and non-compete agreements are a blunt tool that workers resent. A better approach is to foster a great culture. Check in with your team periodically to make sure employees feel challenged, engaged and appreciated.

We still seem to be running into a lot of resistance to blue-light filtering lenses even after the doctor prescribes them. Any ideas?

It sounds like you have to do a bit more work before the patient reaches your opticians. Education should start in your waiting room with a video loop running to provide general information about blue light (and, in particular, how it can affect children, who are spending more and more time exposed to digital screens). Next, the pretest room, your assistants should start the conversation about lifestyles and eye use. ZEISS’s marketing materials recommend a line like, “I bet your eyes feel very tired at the end of the day with so much computer work. I’ll have the doctor talk with you about BluTech lenses to make you feel more soothed and protect your eyes from the blue light that is emitted from the screen.” It is now the doctor’s role to provide the authority, explain the benefits (better sleep, less strain, improved light sensitivity, prevention of potential conditions like macular degeneration,) and make a specific recommendation, as needed. In the best cases, the optician can then simply fill the Rx, but as with any sale, it’s the reassurance provided at the close that is key to generating customer satisfaction. Blue light pens, demonstration aids from your vendors, computer apps and physical comparisons with untreated lenses can all help here (tap your vendors for help). With the overriding emphasis on vision health, your patient should leave protected and satisfied.

How can I drive more word-of-mouth marketing?

Personal recommendations have always been the lifeblood of small business, but in the era of Facebook, Yelp and Google reviews, word of mouth (WOM) has taken on a different meaning and is now even MORE important to attract new customers and patients (studies show prospective customers attach as much credibility to an anonymous star rating as to a friend’s suggestion). It also requires a new, more tech-savvy response. Start by looking into an online review platform like Podium, Yotpo or Grade.us that centralizes the process and reaches out to customers via text messages to encourage them to leave reviews (search the phrase “online reputation management”). Of course, a larger megaphone won’t do you much good if the message is less than complimentary, so there’s still no getting away from the bedrock of WOM — excellent service. You can juice people’s experiences with your brand via community events, customer appreciation events, personal follow-ups, handwritten thank you notes, and those random acts of generosity or goodwill that drive surprise and referrals. Keep in mind that WOM is so fluid it requires constant testing and experimenting: What stories to tell people about your store, what offers, what inside incentives will work? For example, a “Thank you for the referral” card that includes a voucher for $25 off the next purchase might work in one market. In another, giving an existing customer the opportunity to pass on the discount to a friend — or share it — may yield better results. Keep testing!


This article originally appeared in the February 2018 edition of INVISION.   

 
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