first person
five Questions for…
Optical industry veteran Dave Cole was recently promoted to the position of chief operating officer of Transitions Optical, Inc.
He previously held several sales and marketing roles in PPG Industries, Inc., as well as positions of increasing responsibility with Transitions Optical since joining the company in 1990.
EB How has a sales and marketing development background helped prepare you?
DC I've worked in positions that have allowed me to really listen to customers and understand their needs. I have a deep appreciation for the huge impact that all of the participants in our industry can have, and how the decisions we make impact them. This means the decisions we make, both strategically and tactically are not made in a vacuum.
EB How can ECPs most improve their lens sales techniques?
DC There needs to be consistency and continuity throughout the practice so patients fully understand how their visual and eyecare needs are being met. Everyone in the practice needs to be on the same page and communicating the same messages, because patients will notice if they're not.
EB What is the one thing you would tell ECPs about educating patients on the benefits of multiple pairs of eyewear?
DC Don't assume that consumers know what they want, or even understand what's available. Be cautious about assuming you know what your patients need as well. You'll only find out what is intriguing to them by explaining what's available. They need to understand that there isn't one “perfect” eyewear solution for every situation.
EB How will photochromic technology evolve?
DC Photochromic technology will continue to make major breakthroughs in delivering products for everyday visual needs. Plus, there's great opportunity to develop unique products to enhance visual quality in specific situations and to accommodate patients with special visual needs.
EB What can one-shop optical locations learn from multi-location stores?
DC Most multi-location stores do a lot to actively market to new and existing patients. Some independent locations might feel they can't compete with those advertising dollars, but there are a lot of low-cost or even no-cost marketing options they can pursue to reach new patients and leverage patients they have to increase sales. EB
| THE PERSONAL TOUCH |
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| EB: What, besides books, do you tend to read? DC: You're most likely to see me reading business or sports magazines, along with local papers or websites like Notre Dame or Pittsburgh Post-Gazette to follow the local news and keep up with my kids. EB: What are your hobbies? DC: I love to be with my family, traveling, or just doing things outdoors, like being on the lake, fishing, and golfing. I'm also a pilot, but haven't been doing a lot of flying lately. EB: Do you prefer gray or brown Transitions lenses? DC: That's a tough question! I wear gray more often, but it really depends on what I'm doing. For example, I prefer brown for golf. |
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