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To Succeed in Eyecare, Get Out and Meet Your Neighbors

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[Editor’s note: This is one of three honorable mention winners in INVISION’s essay contest. Eyecare professionals submitted essays in response to the prompt, “If you could order all eyecare pros to do one specific thing, and they had to listen to you, what would it be? And why would you ask them to do it?”]

I order you to meet your neighbors and become the eyecare professional they will rely on.

I love being an optician. I just love it. I live it. I breathe it. And not just from 9-5. I live and breathe it eight days a week.

I can’t order any of my peers to love their profession as much as I do. I mean, you either love it or you don’t. I can only imagine for those who don’t love what they do, it’s just a job. That’s very sad to me.

But for those of you who do love this as much as I do, I would order you to shout it from the rooftops. Tell everyone in the community what you do and why you do it. Create what I call your Eyedentity!

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I’ve been an optician for over 30 years, but a few months back, I started a new job with an established optometric practice. The doctor is one of the nicest people I’ve ever met and he has a pretty steady practice. I had asked him if he would mind if I drum up some new patients for him. He said he’d love it as long as he didn’t have to spend a lot of money.

I asked him (OK, I demanded!) that he allow me to redesign his business cards and make some for me and the other optician. He agreed.

Once I got my cards, I was on my way. During my lunch breaks, and sometimes after work, I’ll walk around the business neighborhood and go into the mom-and-pop stores and even the big chain stores (like CVS or Sprouts) and engage in conversation with as many employees as I can.

“I can’t order any of my peers to love their profession as much as I do. I mean, you either love it or you don’t. I can only imagine for those who don’t love what they do, it’s just a job. That’s very sad to me.”

My “script” varies depending on who I meet, but it’s generally saying I got a new job down the street and I just wanted to check out your store. Inevitably, I am asked, “Oh, where do you work?” and I’m off to the races.

“I’m the lead optician at Dr. Alan Clark’s office. Y’know, the eye doctor down the street? You should come in and see us. Seriously, we have some great eyewear and really cool sunglasses. Here (and I give them my business card and write 20 percent off on the back), my name is Lisa. I can give 20 percent off to people who work in the neighborhood. Come in and we’ll take very good care of you. It’ll be so much fun picking out your next pair of glasses. It’ll be just as exciting for me as it will for you.”

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Would you like to know if this works? Within three weeks the doctor told me we’ve been having record days by far and consistently. Not bad considering he’s been in practice for 25 years.

Why do I do this? For several reasons.

  1. Because it just makes sense to meet your neighbors. It’s neighborly.
  2. It has an incredible effect on the practice.
  3. I truly believe we have the best doctor and opticians in town. It wouldn’t feel right to me if people went somewhere else for inferior service.
  4. Did I mention that I love this?

Lisa Trippi, ABOC, works for Dr. Alan Clark in Mountain View, CA, and has been a “go to” optician for 30 years in the San Francisco Bay Area. She has successfully overseen the optical side of optometric practices as an office manager, frame buyer, lead optician and mentor. She values her relationships with patients, co-workers and industry representatives alike. In her free time, she enjoys time with her grandchildren and taking scenic drives.

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You Can’t Meet Everyone’s Needs, So Why Try?

Know your niche.

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Know your niche as a retailer and stay true to that niche. Don’t try to meet everyone’s needs – if you try you will compromise somewhere else. – Carter Johnston, OD, Physicians Optical Luxury Eyewear, Oklahoma City, OK

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Robert Bell

The Single Best Tool to Help Your Staff to Sell In and Outside the Office

Plus it has the added benefit of showing them you value them.

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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.”

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Danielle Richardson

Feel Like Your Wellness Routine Could Be Missing Something? It’s Probably Sleep

We spend nearly a third of our life sleeping, which makes getting quality sleep as essential as a healthy diet and regular exercise.

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WHEN YOU THINK OF your health and wellness, how often do you think of sleep? Chances are not often — but you should. Sleep is the newest frontier in wellness as public health consciousness continues to increase and we move to a more holistic idea of health. We spend nearly 1/3 of our life sleeping which makes getting quality sleep as essential as a healthy diet and regular exercise.

The National Sleep Foundation defines quality sleep as occurring when you’re asleep within 30 minutes of laying down, wake no more than once, and sleep for at least 85 percent of the night. Unfortunately, quality sleep is an uncommon occurrence as the CDC reports a third of American adults experience poor or inadequate sleep on a regular basis. An estimated 50 to 70 million Americans suffer from sleep-related problems or disorders, such as sleep apnea, insomnia, narcolepsy, or restless leg syndrome. As a country, we need to get some rest!

Sleep deprivation increases the risk for high blood pressure, heart disease, and triples the risk for type 2 diabetes according to Johns Hopkins sleep researcher Patrick Finan, PhD. Those not getting adequate sleep suffer from a weakened immune system, irregular metabolism, and obesity secondary to increased levels of the hunger hormone ghrelin. Not limited to just the physical body, sleep deprivation can also manifest as cognitive impairment and/or mental health changes including depression, irritability, anxiety, forgetfulness, and brain fog. Poor quality sleep is far less recuperative, which causes us to not feel rested when do we wake up.

Sleep depends on a number of factors, our body’s internal regulating system is chief among them. Our Circadian Rhythm functions as the body’s biological clock and regulates the experience of alertness vs. sleepiness. This rhythm is sensitive to fluctuations in hormone levels, particularly cortisol and melatonin. Cortisol peaks in the morning allowing us to be alert and focused throughout the day. The secretion of melatonin — which helps us sleep — is highest at night.

These days, our minds are moving a mile a minute and we’re constantly on light-producing digital devices even though increased high-energy blue light exposure from devices decreases melatonin production and causes insomnia or sleeplessness. The disrupting culprits aren’t limited to devices though; increased stress, irregular work schedules, frequent jet lag, and sleep disorders can also disrupt our cycles.

The CDC recommends 7-9 hours of quality sleep for adults and more for teens and children. Here are some easy ways you can get better sleep tonight:

Build Consistency. It’s important to wake and head to bed around the same time each day — even on the weekends.

Use Sleep Monitoring Technology. Smartphones and wearable tech devices can help monitor the duration and quality of your sleep through downloadable applications and Bluetooth technology.

Sleep Habits. Limit screen time and diminish light sources in the bedroom. Additionally, use the automatic setting on your phone to warm the screen at night.

Bonus — Zen Out! Use essential oils or pillow sprays in scents like lavender as aromatherapy to help you sleep. Also consider meditation, light music, or other soothing sounds as a relaxing way to send yourself to bed.

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