Optical Retail Success 100
Tasty, weekly nuggets of random goodness; tips, stories, and science hand-picked to help you find the most success in your optical retail business/career.
If you hear that someone is speaking ill of you, instead of trying to defend yourself you should say: ‘He obviously does not know me very well, since there are so many other faults he could have mentioned’.”
Patients Are Not A Virtue
Patients don't seek out medical experiences for pleasure, entertainment or enrichment. In fact, they tend to avoid them like the plague. Customers on the other hand often look forward to and even seek out good purchasing experiences as a form of entertainment. In nearly half a century, no matter how nice the staff was or how beautifully the office was decorated, I don’t ever recall looking forward to a patient experience. Not once.
In fact, I’m not sure I can remember one that I wouldn’t have rather avoided entirely (mind you, I’m speaking of the experience, not the outcome).
Is it any wonder that with ever-increasing options for people to purchase eyewear while skipping the “patient” experience altogether, they are opting to do so?
It seems pretty clear, if you are interested in operating a profitable optical or selling eyewear beyond the next five years, you should be thinking about the optical side of the business in terms of customers, not patients.
As [smart] optical moves more toward retail, a horizontal approach could provide a key differentiator in the battle to stay relevant in the minds of consumers. While reading this article, I couldn’t help but imagine what a great frame display a stark white mannequin would make with a matching outfit and associated merch.
Reviews You Can Use
In a world where the overwhelming majority of purchase decisions start online, reviews can make or break your business. Of all the reputation indicators, reviews are the most visible. They’re often displayed before ads and web pages in search.
It is essential to take a proactive approach to review management. This means identifying your happiest customers and encouraging them to write reviews. So, what if you could use simple tactics and psychology to improve your reviews by 5x?
Check In to Cash Out
Discounts are no way to build a loyal fan base. So why would you offer coupons to attract the wrong kind of customer? Kill the coupon and try this instead.
Checkout to Cash In
Dr. Scott Keating at Vision Trends in Dover, OH, has an idea. “I fit key people in key business locations with free unique eyewear. I fit some of the grocery store checkout ladies in fun frames. Think about all the people who go through their checkout lines.” To ensure it is cost-effective, let your rep and lab know about the plan and ask for a discount on that frame, Keating advises. “The patient/customer becomes a walking model for several years. This is a great return on investment.”
Influencer marketing IRL. Brilliant!
Not The Boss of Me
Last week I talked about leading from the ground up to affect change in the profession. It turns out alignment of your values and actions is one of the most important qualities of an influential leader, not your job title. So, if you think your position is what gives you power to influence and inspire others, you're holding yourself back and falling short of your full potential.
Someone not known for contributing—anything, ever— insisted on providing material for this week’s edition. I reluctantly obliged but edited for the sake of brevity. The original post was much, much longer. Hopefully, I managed to keep the meaning, emphasis, and nuance intact.
Video of The Week: Decentration and Blocking - 3 Examples
This week we continue our series on decentration. In this lesson, we work through three examples of calculating decentration for simple binocular PDs and show how that is applied in a manual blocker.
Free in-office finishing course available at https://opticianworks.com/edge
Although, we may already have more video content to create than we can finish before we die, send me an email and let me know if there is anything you’d like to see us cover. We might just move yours to the top of the list.
Through the OpticianWorks free video lessons, Laramy-K Optical is making every effort to provide better and more accessible education for opticians everywhere, but we’re only able to do it with your support.
You can help keep it going in two ways:
Become a paid member of OpticianWorks.com for access to the best in online optician training (The videos are only a small portion).
Or, even better, open a Laramy-K Optical lab account for the very best in independent uncut work and we'll throw in the OpticianWorks memberships for free! Your customers and your staff will thank you!
I hope you enjoyed this edition of Optical Retail Success.
Here’s to your success in this year and beyond.
Thanks for reading and sharing!