September means Vision Expo West is only a few weeks away, and vendors are excitedly planning the release of new frame styles and product innovations at the largest in-person industry event since 2019. There is still time to plan your attendance—either in person or virtually—to set your optical up with the latest technological developments and eye-catching new products to accelerate your business’s success through the end of the year.

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: MAKE A PLAN.

Planning ahead for Vision Expo West will be key to prevent feeling overwhelmed. For most of us, this is the first trade show since 2019. Don’t overbook; leave space for impromptu opportunities.

□ Book travel and accommodations in Las Vegas. If attending virtually, block off time to watch educational panels and place orders via the Shop-VISION platform before frames sell out.

□ Pencil together your schedule. Start by signing up for CE courses. Next, book rep appointments and block off time for walking the show floor. Lastly, allot time slots for networking and breaks.

□ Budget for Vision Expo. Evaluate business needs and list products/equipment you plan to buy. Organize items in order of importance and save the list on your phone for reference.

WEEK 2: PINPOINT PRODUCT.

Vendors share their top sellers, but do you know yours? Knowing what staff and patients favor and what is most popular will help you select frames in the future.

□ Walk the dispensary with staff and pinpoint top sellers. Identify, collaboratively, favorite/top-selling collections/models.

□ Make a list of the frame characteristics (for example: titanium, universal bridge fit, bright colors, sporty styles) that make up the bestsellers in your optical. Equip yourself with the list at Vision Expo to make educated frame-buying decisions.

□ Get your patients excited about Vision Expo by sharing a sneak peek of the products you are buying. Post live from the show about all you’re seeing and learning.

WEEK 3: EVALUATE INTERACTIONS.

How you approach the handoff—the interaction between patient/optical staff—impacts the experience and can make the difference between a loyal client or someone taking business elsewhere.

□ Evaluate capture rate. How many eye exams result in eyeglass or contact lens sales? How many sales result in returning patients?

□ Review handoff procedures. With finesse and consistency, this simple action from optometrist to optician can impact sales and the confidence the patient has with staff.

□ Sales are hard to come by without the appropriate coverage. You never want a patient to walk out of the exam room to an empty dispensary. Check your calendar before each week to ensure coverage, and schedule breaks around eye exams.

WEEK 4: PREP FOR OOO.

Make sure that business runs smoothly and the patient experience doesn’t change when management is out of office. Empower your team to drive sales and uphold customer service standards.

□ Ensure concise roles for each staff member while management is out. Delegate someone to make decisions or defuse patient issues should the situation arise.

□ Make a list of tasks for idle times to ensure staff won’t play when the boss is away. Setting expectations is key.

□ Bring the staff not in attendance in person at Vision Expo in on the excitement by blocking off time for them to watch livestream panels and educational offerings virtually. By doing this, you share experiences and pass along inspiration.