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Manager's To-Do

Summertime and the Business is Easy … Well, If You Stay Active

Here’s what you need to do in July.

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SALES “I’ve got two daughters getting married this month. So, I just need to go sell some glasses and make sure there is lots of money in the account! — Cleve Barham,Fine Eyes, Ridgeland, MS

July 2-8

MANAGEMENT Summer means different things to different ECPs. If it’s slow for you, take the chance to fine-tune strategy: Work out a schedule to assess your goals, find new ways to automate operations, grow your network, plan inventory reductions, speed patient flow and so on.

MARKETING The back-to-school sales period is weeks away. Check product availability  and staffing. Check out the INVISION archives for our features on back-to-school sales in May this year and 2016: invmag.us/archives.

SALES With the mercury rapidly climbing, everyone’s mind is turning to taking a break. Make this month’s spiff a sales contest for an extra paid day off. Target a category most staff neglect such as colored contacts or performance eyewear.

July 9-15

EVENT PLANNING Now’s the time to start planning a fall trunk show.

WEBSITE Put together a “What’s New!” web page in anticipation of new arrivals from show orders.

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STORE Pick a remodeling job. Paint the optical, or change out the fluorescent light kits for a more modern lighting solution. See page 50 for more low-cost ideas.

MARKETING Hit your social media channels to remind any vacation-bound clients to pack a backup pair of contacts or glasses in their carry-on. You need to start educating them why it’s essential.

July 16-22

MARKETING Hire a pro to take photos of your store and team while everyone is sun kissed and glowing. These are valuable marketing tools you can use when meeting new vendors at trade shows, dealing with local press, or even entering your store in next year’s America’s Finest contest.

CLIENT RELATIONS Pick two or three things you want every customer to experience and talk to staff about how to expose clients to these areas.

OUTREACH Draw up a schedule to visit nursing homes and assisted living facilities. Prepare business cards so that clients can share them.

July 23-30

SERVICE It’s hot out there. Welcome customers into your store with a cool washcloth and a cold beverage.

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MANAGEMENT Review the services you offer with a focus on return on effort. If repairs or another service are draining resources for little reward, reconsider them.

Since launching in 2014, INVISION has won 21 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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Channel Your Inner Pamela Anderson and More April Events

It’s a month devoted to administrators and women and we have some ideas to help you celebrate.

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23 A HUGE date in history. Not only is it the 30th anniversary of the premiere of the most watched TV show ever – Baywatch – but it’s also the date on which both Miguel de Cervantes (author of the second-most-read book in history, Don Quixote) and William Shakespeare (author of several notable titles) died (1605, 1616 respectively). If you can tie together red bathing suits, tilting at windmills and midsummer nights in a marketing campaign, you also deserve to go down in history.

1 WOMEN’S EYE HEALTH AND SAFETY AWARENESS MONTH. According to Prevent Blindness, women make up 63 percent of the blind and 62 percent of the visually impaired. This month, get involved in the effort to educate women about the special risks they face.

22 EARTH DAY. Look into carrying more products that “give back.” Lucky for you we’ll have an entire feature devoted to Eco-Friendly frames in our April issue. Stay tuned if you need pointers.

25 Google “secretary” and you’ll get an image of a woman wearing glasses. It’s a tacky stereotype with a kernel of truth in it — many office workers wear glasses. On ADMINISTRATIVE PROFESSIONALS DAY give thought to what special corporate package you could offer that office park around the corner.

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Manager's To-Do

Take a Team Lab Tour Field Trip and More Manager’s To-Dos for March

Plus spring allergy season is nigh and we see a marketing opportunity.

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Mar. 31-Apr. 6

MERCHANDISING New stock headed your way? Develop a product launch plan, or schedule training sessions to ensure the successful sell-through of the styles ordered at VEE.

MARKETING Spring is here along with allergy season. Sniffles aside it’s a great time to boost your daily contact lens business. Offer them as an add-on or as the central part of another marketing push. Talk to your suppliers as well — they often roll out rebates in the middle of the year.

Apr. 7-13

OPERATIONS Book a lab tour. Get in touch with your favorite provider and see if you can bring the staff around for a visit.

INVENTORY Start your Mother’s Day (May 12) preparations by going through last year’s data. Compare popular price points with what you have in stock now.

Apr. 14-20

MARKETING Launch “Project Big Shot.” Start contacting local personalities: newscasters, society figures, sports people, to see if they are interested in promoting your sunwear ahead of summer. The deal: Free eyewear that you’ll style them in with cutting-edge shapes and colors.
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Apr. 21-27

FINANCIALS Review your cash-flow projections. With the economy in something of a state of flux, it’s easy to run into a mismatch between the cash coming in, what you’re taking out, and what you owe your vendors.

SALES TRAINING Selling by face-shape: Brush up your guides for identifying flattering frames in inventory for those with square, diamond, oval, round and heart-shaped faces.

Apr. 28-May 4

INVENTORY  Finalize Father’s Day orders. Dad’s big day arrives just as men start thinking of fish-filled waters, a glorious drive down the 17th fairway or catching those beach rays from behind a pair of fine sunnies.

SALES Set up what sales trainer Shane Decker calls T.O. teams. When you see two people who work well together, schedule them together.

STAFF Ask employees for their summer vacation requests. And block your vacation time as well.

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Banish Winter Blues by Going Green and More March Events

Don’t miss these important dates.

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17 Banish snakes? You can do better: Banish the winter blues. St. Patrick’s Day is the perfect date to raise a toast and bid the cold months farewell. Lay out some green drinks (kombucha, green tea, anything but beer), green foods and give prominent display to any green tinted or environmentally friendly frames. Everyone loves a party … and it’s really not so hard being green.

6 Dentists, celebrated today on Dentist’s Day, and doctors (who are honored on Mar. 30) are great customers and even better referral sources. Reach out to both groups to express your thanks with a card, phone call or flowers.

10 Daylight Savings … Invite your customers to inspect your latest frames during your “Great Leap into Spring Fashion” celebration with special daylight “savings.” Today only!

23 Thirty years ago we all nearly died. A huge asteroid passed within 500,000 miles of Earth — a very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your business’ recent “near misses” and conduct an autopsy. In your next morning meeting, debate what may have saved the sale. A lower price? More questions? Bruce Willis?

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