HANDS ON - Driving Your Practice
Mapping Success at International Vision Expo
by Vision Council of America

International Vision Expo East is the premier optical event that allows you to accomplish a tremendous amount of business in just three days. For a successful show experience, try these tips to maximize your time.

Understand demographics. Review your current and potential patient base. Consider economic factors, increased competition, and an aging patient base.

Assess competition. Are there similarities in product/service offerings between you and your competition? How do your marketing strategies differ?

Stay on top of trends. Know what's new and what's available, especially new technologies. Consult VCA's fashion Website at www.eyecessorize.com for eyewear trends. Be aware of the fashion retail market and read trade publications.

KNOW YOUR NUMBERS

Get statistics. Calculate the number of active patients, exams per day, total eyewear sold, average charge per sale, and amount of board space.

Set a budget. Have a spending plan set. Categorize purchases into frames, lenses, contacts, accessories, equipment, and others.

BUILD YOUR PLAN

Evaluate current inventory mix. Review your price points, inventory, average turn, duplication, and gaps. Does your product mix promote multiple-pair purchases?

Set criteria for buying. Think about style, quality, pricepoint, material, warranty, and service.

TIME IS MONEY

Make pre-set appointments. List vendors you must see and those you would like to see. Leave room for new vendors you discover there.

Have questions ready. Use them to build vendor relationships.

WORK YOUR PLAN

Conduct all business efficiently. Honor all appointments, document vendor meetings, keep notes of interesting products, and keep track of purchases and agreements.

Make time for new exhibitors. Check out new products on display in the Galleria, Underground, and exhibit hall.

To register, visit www.visionexpoeast.com. For more information on the VCA, visit www.visionsite.org.