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

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.

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.

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.