editor's letter
Back to Basics

This year, we've responded with a series of articles that should help bring new hires up to speed and provide both a great review, as well as a number of business-building tips, for seasoned veterans.

While we often let our cover copy and table of contents lead you through, we're particularly proud of this jam-packed issue. Here's a look at just some of what's in store:

• Expert advice on the basics of buying or selling a business (p. 30)
• A hands-on guide to frame materials—including the pros, cons, and basic facts about each (p. 36)
• How to communicate the core benefits of UV protection (p. 44)
• Step-by-step, a blueprint for conducting a successful trunk show (p. 50)
• A first-of-its-kind contact lens article, interviewing both patient and doctor (p. 24)
• Tips on ordering and measuring to get frame-fitting lenses from the lab (p. 20)

At Eyecare Business, our tagline reads, "Retail strategies for profitable dispensing." That's more than a phrase. It's the litmus test we give to every article that appears in EB. And, while we take a hands-on approach every month, this special training issue is particularly fun to put together. We hope you'll enjoy, and learn from it, too.

P.S. Don't miss this month's Seiko-sponsored CE for opticians. The topic is titanium frames, and, like much of this issue, it's a great basis for an in-store training session.