We have reached the end of a challenging year. Throughout 2020, we were forced to sit still while making quick decisions—adapting our business. These are blessings in disguise, and many of us have had time to do things that were always at the bottom of the checklist.

Although we are not out of the woods yet, we can look to brighter days ahead. Be kind, be calm, be safe—and wear a mask!

ABOUT THE AUTHOR:

Sheena Taff is a second-generation licensed optician at Roberts & Brown Opticians in Vancouver, Canada. Since becoming the optical boutique boss, she has evolved and grown the business and taken it to new heights. Taff is familiar with the many roles an independent practice owner and employees must undertake and wants to share tips for growing a successful practice.

 

WEEK 1: Offer Solutions.

With fewer patients coming into the practice, maximize the opportunity to make a sale by offering each patient multiple solutions and educating them on their options.

1. Contact your lab consultants and discuss options to maximize multiple-pair offerings. Build a lens portfolio of options that pair well together.

2. Make recommendations based on things like the needs of computer users and the benefits of photochromic lenses to plant a seed of need. Remind patients of multipair promos at pickup, and your “no pressure” sales strategy will have them coming back to buy.

3. Start a multiple-pair or lens upgrade contest for staff. A healthy dose of competition can help your bottom line.

WEEK 2: Share Upgrades.

Sharing the options available beyond what insurance covers is good customer service. An upgrade in coatings or a nicer frame will give the patient a better-quality pair of glasses.

1. Hold a training session to inspire staff to make recommendations for the best lenses and coatings available. We shouldn’t make assumptions; let patients make an informed choice.

2. Review claims made at this time last year or two years ago, depending on the insurance renewal terms. Make reminder calls to encourage patients to use benefits before they expire.

3. For patients who have lost insurance, have an affordable option such as a value package. Ensuring patients have the eyewear they need even when times are tough shows you care.

WEEK 3: Set Goals.

Most of us want 2020 to just be over! Even with uncertainty about 2021, setting goals and making plans allows us to look forward to brighter days.

1. Check completed patient jobs for stale orders. Contact patients to arrange for pickup or offer them shipping or delivery if they are not in a position to come in and get them.

2. What did you learn about yourself in 2020? Hold a roundtable discussion and share. Leaders will learn more about their staff and how to coach them, and peers will find camaraderie.

3. Create a tiered sales goal structure for 2021. Having two or three sets of goals that take into account different business situations (such as necessary closures) will allow you to quickly pivot and adjust.

WEEK 4: Show Gratitude.

The practice may not have achieved forecasted earnings for 2020, but your ECPs are working hard on the front lines. Show your appreciation.

1. Maybe a staff holiday party isn’t in the cards this year. Switch gears and provide lunch once a week in December. Draw names to have each employee choose a restaurant.

2. Decorate the store and create a festive ambiance for your staff and patients. Traditions offer comfort and nostalgia and can be a big stress reducer.

3. Encourage staff to do random acts of kindness. Simple things such as adjusting a patient’s frame and changing the nose pads, giving them a new case and cleaning cloth, or delivering their glasses at home can brighten someone’s day.