JUST BETWEEN US, have you ever fantasized about wanting to give a playful smack to a patient or customer because they did something incredibly stupid? Or, they didn’t do something they were supposed to do in the no-brainer category?
No? Liar!
Well, here’s a no-brainer scenario in which I’d like to smack (playfully!) a hefty percentage of optometric business owners. Ok, honestly, I wouldn’t hurt or embarrass any of you. However, I’ll tell you this: this “no-brainer scenario” makes me pull my hair out of my head. And, folks? I’m bald!
What’s the no-brainer scenario? Business cards.
“But Robert, I have a business card.” I’m sure you do, doctor. Does everyone on your staff have one, too? Everyone? Uh huh. I’m losing more hair as we speak!
From your front desk personnel to your licensed opticians, everyone on your staff should have printed business cards with their name on it, their title (if they want one), the name of your practice, your location(s), your phone number and your website.
Everyone on your staff should be required to carry a few in their purses or wallets 24/7.
Why? So many reasons! Here’s one example from one of my favorite conversations with an optician:
Optician: I was in a Target once and standing behind this woman wearing the most G-d awful glasses. I was thinking, “Omg, who the hell did that to you?”
Me: Did you say anything to her?
O: Um, no.
M: Why not?
O: Whaddya mean, “why not?” What was I going to say?
M: Oh, any number of things. How about, “Hi there. I’m Darla. I was looking at your glasses. I’m an optician. Then … are you happy with them? … or how long ago did you get them? … or where did you get them? Anything to get her talking about her glasses.
O: Why?
M: So you could engage her, find out if you, as an optician, could be of help to her. If so, then you could’ve given her your business card and said, “Here, take my card. Next time you need glasses or an eye exam, come in and ask for me and I promise I’ll take very good care of you.” Then, before you give her the card, you say ‘I’m gonna write on the back of my card to give you $20 off on a pair of sunglasses, if you’re able to come in within the month.’
O: (spurts out a laugh) Yeah, right. Like my OD would pay for business cards for me. Get real. She’s too cheap.
Lord, I’m so bald.
Doctors, by purchasing business cards for your staff (such a minimal investment that can reap in beaucoup rewards), you do the following things:
- You’re telling them they, as your employee, are important to you.
- You’re telling them they are an integral part of your team.
- You’re telling them you’re proud to have them on your team.
- You make them think you appreciate them and show them so with something tangible.
- This usually makes them proud of where they work and proud of working for you.
Either you’re proud of your practice and the people who work for you, or you’re not. If you’re not, please disregard what you’ve read here. If you are, well, you know what to do next.
The next step is have a business card sales training at your next staff meeting. Here are the key things you want to touch upon:
- Everyone should have their business cards on them when they’re out in public.
- Though not required, everyone on staff is empowered to talk to anyone wearing glasses and ask certain questions about those glasses.
- Everyone on staff, no matter what their position is in the office, is empowered to tell anyone “Next time you need glasses or contacts, you should really check out this great eye doctor I work for. Ask for me, and I promise I’ll take very good care of you.”
- Everyone on staff is empowered to write an “incentive” on the back of the card like: “$20 off a pair of sunglasses if you come in this month.”