Elevating the optical experience ensures your role as an ECP is an integral one. Show patients that luxury encompasses the eyewear selection process beyond the physical frames and lenses. Through personalized recommendations, beginning in the exam room and completing in the dispensary, ECPs can change the perception that eyeglasses have simply a functional, utilitarian role. The attention we give to our patients creates the high-end experience they may not know they need.

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: MARKETING MINDSET.

Capture patients’ attention by introducing yourself and giving them a tailored recommendation on the eyewear and eye care you have to offer before they even enter your store.

WEEK 1 CHECKLIST

□ Visual aids help explain the differences between products, especially when it comes to lenses. Ask vendors for their latest sales tools; many have iPad apps and interactive displays to show the technology and benefits of premier lenses.

□ Reach out to local sports leagues that could benefit from new eyewear. Create a special selection that features eyewear that is tailored to their activity, or have a mini frame show at a local eatery or beauty salon. People in your neighborhood wearing your eyewear equals free advertising.

WEEK 2: SPARK INTEREST.

Introduce new collections, showcase a larger selection of frames than your board space allows, and create excitement by reintroducing patients to a social sales event.

WEEK 2 CHECKLIST

□ Test the waters with a new collection by inviting the vendor to a trunk show or brand feature week. Promoting the new styles will likely give you a surge in sales and allow you to see which pieces fit your clientele. Use the frames sold toward your minimum buy-in if you want to bring the collection in permanently.

□ Invite patients to a VIP trunk show. To ensure attendance and book appointment slots, presell gift cards with an incentive (such as “buy $100, get $25”) or take a deposit that can be used toward a purchase made during the event.

WEEK 3: STREAMLINE SOFTWARE.

Having superfluous information can prevent you from knowing your business. Up-to-date information will give you a chance to look at figures beyond sales.

WEEK 3 CHECKLIST

□ Purge client info and products from software that are outdated. Cleaning this up allows you to use your practice’s management software report tools to better understand the analytics and demographics of your patients. This helps with awareness of overall success to evaluate growth potential.

□ Review your scheduling needs and staff lineup. As restrictions lessen and travel increases, so will staff members’ time-off requests. Make sure you have adequate coverage for the upcoming season. Provide the guidelines for time-off request procedures, including limitations and advance-notice requirements.

WEEK 4: TIME TO TRAIN.

Ensuring consistent, above-average customer service leads to customers’ loyalty. Make sure there are no gaps in knowledge or roadblocks in suggesting the highest-quality offerings.

WEEK 4 CHECKLIST

□ Have a roundtable discussion, asking everyone to share an outstanding customer service experience. Brainstorm ways to integrate these tactics into patient interactions. This offers a glimpse into the team’s motivations and identifies opportunities.

□ Ensure staff understands the benefits of offering the best products, from lenses to frames. Present these in categories: “good, better, best.” We should strive to offer the best for the visual needs of the patient, while also adapting to potential rebuttals and nonverbal cues (such as body language or a change in demeanor) if the product exceeds their price range.