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Manager's To-Do

Manager’s To-Do: January – February

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Week 1 | JAN. 13-17

SALES: Training session: Encourage a collector’s approach to eyewear.

MARKETING: Set long-term business goals and break them down into quarterly, monthly, weekly and even daily action steps. Plan at least two big events for the year. If you want to try a trunk show, start contacting designers soon. “Hello, is Mr. Varvatos there?”

Week 2 | JAN. 20-24

FINANCES: The recession is over, but that doesn’t mean you don’t still need to watch costs like a hawk. Check all those ridiculous recurring expenses from services you rarely use. (Stamps.com? That credit monitoring service? Your gym membership?) If you haven’t used the service in the past three months, cancel it. You can always rejoin.

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DISPLAYS: Check your signage. Is it sufficiently welcoming? “Open” doesn’t fit the bill. Why not “Welcome. We’re glad you’re here!”

Week 3 | JAN. 27-31

DESIGN: Bring in a lighting consultant for a day. With professional help, you may be able to replace halogen bulbs with LEDs and make other changes to add sparkle to your eyewear selection. The savings will soon pay back the consultant’s fee.

SALES: Training session: why AR lens treatments are worthwhile.

Week 4 | FEB. 3-7

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STAFF: Do you have guidelines for handling complaints? If not, get busy. As much as possible, empower your team to make decisions without you.

MARKETING: Go ahead, get some of those Valentine’s Day dollars. See the Calendar (page 10) for an approach to extra Valentine’s Day sales.

Week 5 | FEB. 10-14

STAFF: Share the love on Friday morning. Buy chocolates for your employees this Valentine’s Day. Inscribe the card, “Love your work!”

SALES: Training session: selling sunwear for spring break.

Week 6 | FEB. 17-21

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OPERATIONS: Dump Your Bacn. Those are the dozens of email newsletters you’ve subscribed to but rarely read — these are also known as “bacn” (named so for being a close relative of spam). A study by MessageGate estimates up to 30 percent of emails are bacn. A huge inbox slows searches and makes your head hurt.

CUSTOMER SERVICE: Show your eyecare expertise by adding a monthly tip for better eye health to your website.

Week 7 | FEB. 24-28

SALES: Training session: give first-time customers a tour of your store or practice.

BUYING: Vision Expo East begins on March 26 (for education) and March 28 (for the exhibition) at the Javits Center in New York. Going? Now’s the time to build your plan for shopping and learning at the show.

Week 8 | MAR. 3-7

MARKETING: Basketball’s “March Madness” is imminent. Do you have sunwear in your local university’s colors?

STAFF: It’s time for the first of your twice-yearly employee reviews. Before you start, spend an hour thinking about your employees’ future and where you’d like them to be in one, two or five years. What do they need to learn to get there?

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SPONSORED VIDEO

SPONSORED BY SAFILO

Safilo’s “American Eyes” Video Celebrates Elasta and Emozioni starring ECPs Peter Tacia and Heidi Dancer

For the third year in a row, Safilo has looked to trusted eyecare professionals to star in its American Eyes campaign for its Elasta and Emozioni collections.Their latest testimonials are from Peter Tacia, O.D. and Heidi Dancer, optician, of Alma, MI, talking about two best-selling collections: Elasta and Emozioni.

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Manager's To-Do

Approach Your Business Like A Customer Would and More Manager’s To-Dos for July

Plus don’t underestimate the power of mini-breaks or shortened work weeks during warmer months.

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Every summer we like to evaluate all our vendors and make sure we are buying from ones that are congruent with our values, with our mission. We do a cost analysis and see who we are going to keep and who we’re going to let go. The summer is always good because sunglasses sales are big so we reevaluate that as well. We’re excited to see what vendors get to stay and which have got to go. — Diana Canto-Sims, Buena Vista Optical, Chicago, IL

June 30-July 6

COMMUNITY INVOLVEMENT It’s parade season: Time to don frog suits, like the staff at Clarity Advanced Eyecare in Birmingham, MI, with their mascot, Miss Frog, or some other unforgettable costumed character and join in the July 4th festivities. Spread a message of fun, community involvement and vision health.

PLANNING If you can’t get away for a longer vacation this summer, plan some mini breaks. Even if it’s just three hours away, treat it like a real vacation. Splurge, take pictures, and go offline to ensure you get the maximum benefits. Your brain will thank you.

July 7-13

OPERATIONS Are there some summer days when you show up and just pretend to work? This month, experiment with an abbreviated week. Knowing you have less time in the store or practice to get things done may just prompt a burst of productivity — and give you the chance to better enjoy the warm months.

MARKETING Assemble “cleaning kits” for your young patients. Include solution, cloth and membership papers to the Secret 4 I’s Society – they meet annually. And before you start getting sentimental about the joy of childhood, start cleaning all those demo lenses.

July 14-20

ONLINE To stay relevant you should refresh your website every two years and tweak it every six months. That six months is up.

SECURITY Place discrete height markers along the doorways so police looking at surveillance footage can determine how tall a robber is.

STORE Usually, the direction of customer-traffic flow is influenced by features around the store, like the location of a parking lot, a mall courtyard, or a public transportation station. Maybe a tree branch is blocking the side view of your store sign?

July 21-27

STORE PET It’s not just sales associates who need regular training. Your store hound’s greeting skills could no doubt do with some sharpening as well. Look into providers in your area.

MANAGEMENT Undertake office reviews to tighten up operations; people become comfortable with the way things are done, however inefficient. Review everything— capture rate for contact lens wearers, speed of patient flow, paperwork — then blow it up, and consider if there’s a better way. This is the summer of disruption.

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An Excuse to Celebrate ‘Nothing’ and More July Events

A couple of ‘Dirty Thirty’ birthdays worth noting.

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3 The extreme heat across the country last year had people rushing to the sanctuary of air-conditioned malls. On AIR CONDITIONING APPRECIATION DAY, let the sweaty, heaving crowds know they’re always welcome in your store with some good old-fashioned lemonade and an invitation to relax and browse. Your summer policy: “No heat. No pressure.”

5 If your customers are “thirty-something singles with vague identities, no roots, and conscious indifference to morals,” then they’d probably respond to a SEINFELD Night to mark the 30th Anniversary of its premiere. Plan an event about nothing … a few beers, peruse the frame boards and wonder if Kramer was an insurance frame board or independent brand kind of guy.

23 Someone else turns 30 this month – probably the most famous spectacle-wearing child in the world. Yes, Harry Potter! DANIEL RADCLIFFE is entering his third decade. Celebrate the movie franchise that made glasses cool for kids. Eisenbrei Plaza Optical in Canton, OH, does a fun themed video and giveaways of Harry Potter items every year.

24 One of the few areas where Walmart is beating Amazon is with “buy online, pickup instore,” which is growing rapidly, especially in suburban areas. On NATIONAL DRIVE-THRU DAY, give thought to curbside pickup as an extension to your dispensary.

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Start a Campaign of Fear and More June Events

Plus, sometimes letting your business go to the dogs is a good thing.

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21 Ask any Washington insider and they’ll tell you the best way to start a campaign is with a solid base of fear. When it comes to the sunny months ahead — summer officially begins today — and people’s need to protect their eyes, there’s plenty to be scared about. Skipping shades contributes to AMD, pterygium, basal cell carcinoma, cataracts and more. Yet according to The Vision Council’s 2015 UV protection report, more than one-third of parents said their kids never wear sunglasses. Prep your inventory. Get social. Get out in your community. Instill fear.

1 Sales of audiobooks have surged over the last 15 years as smartphones made downloads as easy as a tap of the finger. During Audiobook Appreciation Month, do a Google search for “bestselling business audiobooks” and catch up on some of the great management advice that’s been published recently.

23 Dogs with faces only their owners could love gather at the Sonoma-Marin Fair for the World’s Ugliest Dog contest. Hold a similar competition. Ask your staff to vote on what they think is the most aesthetically challenged style in the store.

27 Happy Birthday to You turns 160. Send a singing telegram to any patient who shares a birthday with the world’s most sung song. Include a gift to be claimed in-store.

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