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Robert Bell: My Gift To You

You have the power to make a difference in your community.

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“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.” — Margaret Mead

I have seen the gentle touch of an optician’s fingertips, caressing someone’s ears, adjusting temple tips, transform an angry, street-dwelling young man into a smiling, appreciative soul who hugged and held on to this optician.

I have seen an optometrist pull out a chair, warmly welcome and listen to an older, disheveled woman who said with a tear in her eye, “I am so grateful. No one ever looks at me, let alone listens to me.”

I have seen an optical industry veteran put a behemoth of a man, with a scowl on his face, into a +3.00 over-the-counter reader and witness this massive entity start to hysterically cry. When he was able to catch his breath, he exclaimed, “Now, I can fill out a job application!”

I have seen a retired optician burst into tears when she dispensed a petite, red luxury eyewear frame to a diminutive, very myopic, homeless woman (who had been wearing a windshield of an old, plastic men’s double bar frame for years). She looked at herself in the mirror, slowly smiled and said, “Maybe people won’t think I’m homeless anymore.”

That melted the entire room.

Robert Bell, Scott Balestreri and Karen Flynn are volunteer leaders for Project Homeless Connect Vision Services in San Francisco. PHOTO BY JAMEY THOMAS

Stories of transformation. For people in need and — here’s the surprising part — for those eyecare professionals who give of themselves!

About eight years ago, an optician “suckered” me into volunteering my time, just for one event, for a San Francisco charity called Project Homeless Connect. I say “suckered” because, until that point, I didn’t think I was the volunteer type. But I was the one who put that large gentleman into a +3.00 reader, and I was absoultely blown away by his reaction and response. I haven’t missed a PHC event since. I was, in a word, transformed!

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I went on a recruiting spree. I wanted other local ECPs and industry people to join us … yes, of course to help our neighbors in need, but for another reason as well. How selfish would I be if I didn’t offer this extraordinary feeling of fulfillment to others? The hardest part of recruiting was getting someone to volunteer for the first time. After that? They beg to know when the next event is because they can’t wait to do it again! You should see the smile on my face right now.

I am honored to be part of this extraordinary group of eye doctors, professors of optometry, opticians, optometry students, pre-optometry students, industry executives and sales representatives who volunteer in providing vision services through Project Homeless Connect.

So in concert with INVISION’S Big Story this November, I wanted to share my experience with you and ask you directly: What can you do in your community?

For those of you (and I know there are a lot of you) out there who already volunteer your services, you make this world a better place. As a human being, I am personally grateful. For those of you who haven’t yet volunteered your talents as an ECP in your community, please do. Try it. Just once.

It doesn’t have to be with a homeless organization. It could be at nearby school or at an assisted living home. You can contact your local clergy or an organization like United Way and say, “I want to raise my hand. I want to help give the gift of sight. How can we go about doing this?”

Yes, if you get involved, your gift of vision will most likely change someone’s life. My gift to you? It will change yours! Much love. Happy holidays!

Robert Bell is the founder of EyeCoach, a Sales & Marketing Practice. He is one of the most inspirational, innovative and effective speakers/trainers in the eyecare industry. His workshop “Don’t Be Afraid, It’s Only Selling” is highly coveted. Email him at eyecoachworkshops@gmail.com

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Robert Bell

In Sales There Are Not Two Sides to Every Story.
 There Is Only One — the Customer’s Side

You’re about to get much better at selling.

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YOU MAY NOT REALIZE THIS, but you’re a salesperson. Yes, I know, you don’t see yourself as such … you see yourself as an eye doctor or optician or ophthalmic tech or office manager in an optometric practice, etc. Yet, you are a salesperson as well. Why? Because whether you know it or not, if you’re not selling your eyecare services and products, you’re out of business.

I’m sorry I’m the one who had to break this news to you but, then again, who better than a professional salesperson and sales trainer?

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries
INVISION Podcast

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?
INVISION Podcast

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Podcast: More Ways to Motivate Your Own Eyecare Business Team
INVISION Podcast

Podcast: More Ways to Motivate Your Own Eyecare Business Team

But, there’s a difference between you and me. I’m pretty good at selling and, you? Well … you’re about to get much better at it.

Do Your Homework

Know what you’re selling. Everyone who works in the business should be familiar with all the services and products offered. Know them inside and out, up and down, and know it better than anyone else … especially the customer.

Know Your Customer

Understand as much as you can about them and how what you’re about to sell them will precisely be of benefit to them.

Know Your Competition!

I don’t mean, “know of them.” I mean, know them!! Know what they’re good at and what they suck at. Know what they offer. When you know this, you’ll understand a lot better how to excel at what you do. You’ll understand what differentiates you from them. How can you expect your customers or patients to understand this if you don’t?

Ask, and Ye Shall Receive

Now that you’ve done your homework, and you’re so incredibly prepared, you’re probably bursting at the seams with all this knowledge and passion for what you do. You can’t wait to tell your customers about everything you know. Yeah, don’t! Why? Because you’ll come off as pushy. You’ll come off as a know-it-all. You’ll come across as it being all about you when it should be all about them!

So, ask them questions. Ask them if they have any concerns. Ask them about what they’re hoping you can do for them. Ask them what their visual and/or style goals are. Ask. Keep on asking questions. Oh, and listen! Listen very carefully.

You’ll gather all the information you’ll need to help them with their specific challenges. You’ll hear about what really matters to them… and this is where “doing your homework” comes into play.

Make a Connection and Establish Trust

Without a doubt, salespeople cannot sell if there is no connection or trust. But, here’s the good news: by asking genuine questions about what’s important to the customer/patient, you’ve already begun making that connection. You’ve showed them you’re concerned about them and not about yourself or “making the sale.”
When you begin to share with them (“share” being the key word) the solutions to their needs, they’ll need to understand how this benefits them. Share with them a story of how this solution was able to help another customer/patient (without violating HIPAA laws, please) in a similar situation. Share with them the success of the product(s) you’re helping them acquire. This is when trust begins to become established.

Are There Two Sides to Every Story?

Not in sales, there aren’t. There is only one side. The customer’s side.

Even though you may, physically, be sitting on the other side of the dispensing table from them, truthfully, you’re really on the same side.

How important do you think it is for your customer/patient to know this? Critically important! Your customers/patients need to know you’re on their side, that you’re partners, together, in helping them achieve their goals and acquire those items to get them there.

When your customers/patients realize your genuine desire to help make them successful, make their lives more dynamic with the right vision solutions, your sales will dramatically increase and it will make you feel incredibly good.

You’re a salesperson? Yes.

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Danielle Richardson

How to Be Healthier Now

4 easy tips you can implement today to start living a healthier lifestyle.

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BEING HEALTHY” IS ONE of those oversized goals we often leave to next week, next month, or next year. In celebration of this issue’s “How To” theme, I want to share easy swaps you can make to center your health now.

Most Americans live a sedentary lifestyle, with six in 10 adults suffering from a chronic disease like heart disease or diabetes. Beyond the physical, we know healthcare workers experience above-average rates of anxiety, depression and burnout. As busy clinicians and optical professionals, it can be challenging to find the time to think about our health and wellbeing in practical terms because we don’t always make the best patients.

We’re largely marketed an image of health that is a two-hour morning routine complete with a workout, meditation and balanced breakfast. But real health is not about how complicated you can make your mornings, it’s about creating habits and behaviors that help you feel well.

Below are some easy tips you can implement to start living a healthier lifestyle now.

Clearly Define Health Goals

Health, when left as an abstract concept, can be difficult to define. Instead, focus on your health goals and the intention behind them. Stress reduction? Lose weight? Gain muscle? Lower blood pressure? Spending some time clearly defining your health goals allows you to better focus your limited energy on the activities that will help you achieve them.

Track Key Metrics

Taking the stairs is the oldest health advice in the book, but have you thought about tracking the steps using your smartphone? Using technology as a tool to track your health metrics can help keep you on track. Goal setting is key, but tracking your progress is equally important and provides a positive psychological impact to keep you motivated. You can use pre-installed health applications on your smartphone or download apps specific to tracking your movement. No matter what metric you use, monitoring progress through a health app can encourage you to make better choices throughout the day.

Choose the Healthier Side Item

When eating out, aim to order the healthier side 80 percent of the time. Think sautéed vegetables instead of fries, salad instead of garlic bread, grilled shrimp instead of fried. These small changes accumulate over time to create a new habit. Choosing a healthier option isn’t about deprivation, it’s about creating a strong foundation that allows you to indulge occasionally without hindering progress towards your goals.

Focus on Nutrition

While there are agreed upon vitamins and minerals that every person needs, the amount and types vary based on the individual. Consult with your primary care doctor or nutritionist to explore the resources available to help you learn about optimal nutritional requirements based on your specific health goals. Nutritional testing can provide insight and information about deficiencies you may have and what supplementation is most effective. In addition to personal consultations, many new health tech companies offer in-home nutritional testing and coaching. Individualized nutrition is the future of health and wellness because nutrition is the missing component for many in their journey to creating a healthier life.

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3 Hiring Strategies for Optometry Practices

With the war for talent showing no signs of letting up, it’s a great time to revisit your recruiting efforts.

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WHEN IT COMES TO hiring, optometry practices have their work cut out for them. As if the current job market wasn’t competitive enough, the Bureau of Labor Statistics predicts optometrist and optician jobs will grow at 18 and 15 percent, respectively, through 2026 — faster than other industries. Couple this with a widening skills gap and it is easy to see that optometry practices must turn a closer eye to hiring strategies. As you grow your practice, set your sights on these three strategies for winning the war for talent.

Focus on Your Job Ad

Your job ad is exactly that­—an ad. It must be easy to read and compelling enough to capture the attention of candidates scrolling through pages and pages of openings.
Here are a few tips for creating an effective ad:

Hook your reader. Make your ad stand out with an enticing lead-in and include something unique about the position or practice in the headline (e.g., “Optometrist — Growing Practice, Sign-On Bonus”).

Embrace SEO. Ensure your ad is found by the right candidates by following search engine optimization (SEO) best practices and incorporating keywords in the job description. Keywords comprise industry terms, desired skills, location information, and other elements that applicants may include in their queries.

Be specific. Describe what the open position entails, emphasize growth opportunities, and provide a glimpse of what it’s like to work at your practice.

Close with clarity. Without a clear call to action and instructions for applying, you may lose out on a great hire; note when interviews will be scheduled or when the applicant can expect to hear from you.

A Marketer’s Lens

Take a cue from marketing and treat your candidates as if they were a sales lead by keeping them engaged throughout the hiring process. Share information about your practice and emphasize your unique company culture. Are hours flexible? Do you provide paid time off (PTO)? Do you offer a wellness program?

A recent survey of optometry professionals revealed health/medical insurance, compensation/bonuses, and flexible scheduling as the top three most desired workplace benefits. If you offer these, incorporate them into your ad.

Build Your Talent Pipeline

How many times have you had a “silver medalist” candidate — that one who was not quite the right fit? Or, maybe the silver medalist narrowly missed out to someone just slightly more qualified. Odds are you politely turned them down and they moved on.

Keep a short list of silver medalists and other potential hires on the backburner. By building this talent pipeline, you can quickly fill future positions without having to start from scratch. As you build your pipeline, maintain communication with your runners-up. For example, include these applications in your email marketing database so they receive occasional updates from your practice, or simply add them as a connection on LinkedIn.

With the war for talent showing no signs of letting up, it’s a great time to revisit your recruiting efforts — even if you aren’t actively hiring. These strategies will equip your practice with qualified personnel who will help keep your patients happy and healthy.

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