Optical Retail Success 83


Formerly Optician Success but still the same 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.


It is not possible to go forward while looking back.

—Ludwig Mies van der Rohe


What Is Not Possible?

Do you really think the AOA’s attempts to hold back refraction technology and telemedicine are not ultimately futile and quixotic?

While it may not seem relevant, here is some much-needed perspective:

We live in a world where a man who dreamt of space as a boy, did yesterday, what the largest governments in the world could not do. He launched a rocket more than twice as powerful as any rocket today, with a revolutionary supercar (built by a company he created) strapped to its back, and THEN landed the two 35-story booster engines, ON a landing pad, STANDING ON END! OMFG!

Oh, and in the process, he just happened to put every Super Bowl commercial in the history of Super Bowl commercials to shame.


So, look. Refraction is just the beginning. It’s a baby step. Technology has been in development for some time that will in many instances exceed the accuracy of physicians in diagnosing eye diseases. The question should not be, “How can we block this technology?” (see yet another backward campaign in Kentucky ). In fact, why would we want to for any reason other than our own selfishness and insecurities? The question we should be asking is, “How do we adapt and use technology to the maximum benefit when it becomes reality?”

Embracing new technologies [is] the key to improving patient outcomes.

Not to mention that the whole idea of reducing friction in the process of obtaining eyeglasses absolutely essential to the success of brick and mortar optical retail. After all, getting a pair of glasses for many people ranks just above buying a car in terms of hassle.

Paraphrasing Charles Darwin, “It is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change.”


Smart Glasses Half-Full

There was a lot of buzz this week about Intel’s new smart glasses that look like, well, normal glasses. They make Google Glass look like something conceived by the nerds from Weird Science. However, in typical techno-phobic, change-resistant fashion, the most common (and predictable) comment for opti-pros was, “They’re still ugly.”

It turns out, Intel isn’t the only one doing amazing things with smart glasses.


Lead, Follow or Disappear 

Customers have more options than ever and have a tendency feel less loyalty. They want everything fast, cheap, and good, from whomever, will provide it. What’s more, the Internet makes it easy for customers to spread their dissatisfaction and hurt your business.

So, while good (even amazing) customer service is no longer enough to make your optical a success. It remains more essential than ever. Here are some tips here on what good optical customer service looks like.

It all boils down to how your customers feel when they walk out the door. Lucky for us, there happens to be a causal relationship between happy employees with a sense of purpose and responsibility and happy customers. 

As opposed to this which is what we tend to get under “my-way-or-the-highway” leadership.



Your Loyal Highness

Loyalty is the most valuable thing in the world and the hardest thing to earn... You need to create an experience, an emotional connection, or a product that they cannot get elsewhere.

Sound familiar?

Here are 5 ways to inspire customer loyalty. Each is gold in its own right. You may not think they all apply to you, but they do. In fact, I suggest adding one of these to your calendar each month for the next five months. Take that month to research, think about, and plan how you can put that strategy into action. 


Facebook 2018 - The Sky Is Not Falling

Or is it? I guess it depends on your current social media strategy, the amount of success you're having, and what you want to achieve. Last month, Facebook announced major changes in what will be dished up in your timeline. That could mean that people may no longer see your business page posts. Daniel Feldman breaks down what will work and what will not as the changes take effect.

If you are looking for a real-world example of how to build a successful optical using Facebook, follow this guy.

Once you’ve figured out how to create content people want to see, here’s how you make sure they do. 


OpticianWorks Video Of The Week: How to Pass The ABO Exam

10 fool-proof steps to passing the ABO (NOCE) optician exam.   


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!


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