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Manager's To-Do

One Quick Way to Be a Better Boss in 2018 … and More To-Dos for February

Win hearts and minds by remembering your team members’ important days.

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Start planning now so you won’t forget to celebrate any employee birthdays in 2018.

Jan. 29-Feb. 3

FINANCES Ask your bank if it offers payroll assistance. Many provide a service allowing you to log on to their website and enter your workers’ hours. The bank then makes a direct deposit into employees’ checking accounts as well as paying your federal and state withholding taxes.

STRATEGY Time for a strategic review. Look at what competitors are doing and learn from the good and the bad. Visit stores and websites, subscribe to newsletters, and have a staff member save their ads in a file. This will keep you up to date on trends, where your market is moving, and what others are advertising, discounting, and featuring. It’ll help you identify where to compete and how to differentiate your store.

STAFF  Pledge to be a better boss in 2018. Add your employees’ birthdays to our “ultimate calendar” in this issue. (Any gifts or similar gestures will win hearts and minds.)

Feb. 5-10

DISPLAY Starting with your Valentine’s Day displays, keep a record of your cases from now on. Take a photo of each display case the first of the month. This history will let you know what every holiday in 2018 looked like when it comes around in 2019.

MANAGEMENT There’s no one correct way to arrange a profit-and-loss statement. Ask your accountant to arrange the information so you can tell instantly what went right (or wrong) the previous month.

Feb 12-Feb. 17

MERCHANDISING Schedule a meeting with staff to discuss merchandising. Brainstorm buying strategies that will enable you to achieve your 2018 goals (do you want to attract more Millennials? Expand your kid’s offerings? Increase sales of blue light blocking lenses?)

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STORE Visit online florists to see if they’ve got stock left over from Valentine’s. 

Feb 19-Feb. 24

MERCHANDISING Create a display of sunglass or fashion frames that fall into the $100 to $500 range and promote it to attract those tax return dollars. Most households are expected to spend in the range of $100 to $300 (the sweet spot for popular sunwear).

TECHNOLOGY Google your store’s name. If you have to scroll down to find your website, you’ve got work to do. First, reply to any positive reviews on Yelp or Google. Then, consider a blog or a Twitter or Instagram feed that updates to your website to increase activity.

SALES Create “repair moments.” Don’t just hand items back; present them in a beautiful store-branded case and/or cleaning cloth.

Feb 26-Mar. 3

INVENTORY Get your frame boards cleaned up and sorted for the upcomg buying season.

BUYING Vision Expo East starts March 15 (education) and March 16 (the exhibition) at New York’s Javits Center. Start planning and appointment making now.

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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

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.

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Calendar

Making the Most of that Extra Day and More February Events

Plis ideas for celebrating Punxsutawney Phil and pigskins.

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1 February is LOW VISION AWARENESS MONTH, fire up all of your communications platforms to emphasize the importance of annual eye health and visual performance checks to prevent low vision problems. You can also discuss available treatments or assistance options thanks to the useful resources at allaboutvision.com/lowvision.

1 African Americans have some of the highest rates of vision loss and blindness caused by eye disease in the country — and these rates are getting higher. During BLACK HISTORY MONTH, launch a campaign on the importance of eye exams for people with diabetes, hypertension and other diseases prevalent in the black community.

2 The SUPER BOWL these days is as much a test of a business’s advertising acumen as a sporting event. Make sure you’re ready too. America is watching.

2 OK, here we go again (and again, and again …). It’s GROUNDHOG DAY. Any excuse to have a party. Perhaps something like, “It’s Groundhog Day. 20% off if Phil doesn’t see his shadow!”

29 LEAP YEAR DAY only comes every four years so jump on this sweet little marketing op. Offer discounts to those leaplings who have the fortune — or misfortune —to have been born today. Get out your frog or rabbit promotions. Hoppy Hour, anyone?

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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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