The Power in Following Through

“In relationships, every promise kept is a brick laid in the foundation of trust; break enough of them, and the whole structure collapses.” – John D. Marvin

Years ago, I heard some advice that has stuck with me: “If you say you’re going to do something, do it. No excuses, no delays.” Simple? Absolutely. Easy? Not always.

In the world of private, independent optometry, following through on your word is more than good manners, it’s one of the most powerful business strategies you will ever have. It builds trust, creates loyalty, and sets you apart in an industry where patients have endless choices and very little patience for broken promises.

And here is the truth, most practices don’t lose patients because of bad exams or ugly frames. They lose them because the patient quietly stopped believing the practice will do what it says. That trust erosion happens one small letdown at a time.

Think about how many promises your practice makes every day:

“We’ll have your glasses ready by Friday.”

“We’ll call you as soon as your contacts come in.”

“We’ll check with your insurance and get back to you today.”

“I’ll ask Dr. Smith to call you back this afternoon.”

Now, think about the last time one of those slipped. Maybe the glasses came in late, but nobody called. Maybe that follow-up call got pushed to tomorrow… and then the next day…

They go on and on. None of these promises are made with the intention of being broken, but it doesn’t matter. Once you don’t do what you say you are going to do, trust is cracked. If it happens more than once, game over.

Doing what you say you are going to is a powerful competitive weapon. Patients have options. They can order glasses from a faceless website or walk into a chain store that’s open until 9 p.m. What they can’t get there is the personal trust that comes from knowing their eyecare team will do exactly what they say. When you make “do what you say” a non-negotiable standard, you immediately rise above the noise.

A patient who experiences reliable follow-through will forgive small mistakes more easily because they trust you to fix them. They will recommend you without hesitation because they know their friends will get the same treatment and they will stay loyal for years.

Making sure you and your staff do what they say they are going to do isn’t about perfection, it’s about creating a system where promises don’t fall through the cracks. Here are six steps you can take today to reduce, if not eliminate, broken promises:

Be honest about the timeline. If you know it’s more likely to be Monday than Friday, just say Monday. People appreciate accuracy more than speed — especially when you deliver sooner than they expected.

Write it down — every time. Don’t try to keep it all in your head. Put every promise somewhere you can see it, whether that’s in your EHR, a task list, or even a sticky note. If it’s written down, it won’t get lost.

Make someone responsible. When you tell a patient, “We’ll call you,” make sure it’s clear who’s actually making that call. If it’s everyone’s job, it’s no one’s job.

Speak up if things change. If something’s going to be late, let the patient know before they have to ask.

A quick call or text goes a long way in showing you haven’t forgotten about them.

Give credit where it’s due. When someone on your team nails the follow-through, say so. A quick “Nice job getting that handled so quickly” can make all the difference in keeping the standard high.

Here’s the thing: When you consistently do what you say, the whole culture shifts.

The front desk starts emulating the opticians. The techs mirror the doctors. Pretty soon, “we follow through” becomes part of your office identity.

Patients won’t walk out saying, “Wow, they really honor their word,” but they’ll feel a confidence that keeps them coming back. And that’s gold.

Following through isn’t just a business practice; it is a leadership habit. When you, as the doctor or owner, model the discipline of doing what you say, your team follows suit.