The summer months bring the sun and a narrative focused on eye protection and sunglass style. Use this as an opportunity to expand from your shop to connect with the community and organically grow visibility to new clients and patients. This is a great way to break up the monotony of your four walls or the dark exam room all while continuing to spread the word on the importance of visiting your eyecare professional.

TRENDING VIDEO ➤ JOIN SHEENA ON SOCIAL.

The #EBOpticalChecklist is breaking out of each issue with a monthly digital episode to our social channels. Join optical pro Sheena Taff as she applies these checklist items to real-world scenarios. Watch on EB’s Instagram (@eyecarebusinessmagazine) and TikTok (@eb_mag).

 

 

WEEK 1: MAKE A MARK.

Get in front of a new audience to create a positive impression by offering your expertise and eyewear outside the optical.

□ Create a list of local events that offer networking opportunities in your community. Festivals, sporting events, and farmers markets are great to connect with new clients.

□ Get your staff involved in representing the business by scheduling them to attend events and network on behalf of the organization. Working outside the practice can be a fun summer activity.

□ Design and order new branded cleaning cloths. Use an eye-catching pattern or image that showcases your optical’s personality.

□ Leave your mark and help clean one-off eyewear by handing out branded cleaning cloths instead of business cards.

WEEK 2: CELEBRATE SUCCESS.

Recognition gives your team a sense of belonging and pride in their joint successes and solidifies common goals that will put your business on track to win.

□ Community awards are free advertising to reach an audience you might not have. Enter your business into “best of” awards in your area.

□ Have a staff awards night. Create categories and acknowledge everyone; each team member in your practice is a star for something they do.

□ Gather staff members and share the year-to-date standings of the business in relation to goals set for 2022. Discuss ideas to accelerate success and exceed the predictions.

□ Revise website bios to reflect advancement in skill set/tenure. Create social posts to introduce your team.

WEEK 3: ANALYZE INFO.

Auditing sounds scary, but it’s simply checking that things are being done correctly to ensure nothing is being overlooked or slipping through the cracks.

□ Schedule management time to spot-check credits, invoicing, inventory receiving, and returning. Repeated errors will call for additional investigations of processes.

□ Review your employees’ vacation and time-off allotment for the remainder of the year. Ask for requests to get them on the calendar early.

□ Inventory product offerings on your website. Confirm you have products or access to them to fill orders. Remove or mark as sold out if necessary.

□ Review your social media analytics and find posts that are making the most impact and use them as a reference when planning your upcoming content.

WEEK 4: PLAN AHEAD.

Consumers will be seeing fall fashion in stores soon, and optical should be no exception. Prep your dispensary for new product on display at Vision Expo West, scheduled for Sept. 14-17.

□ Evaluate your inventory. Start a list of styles you are missing and take note of top sellers. Collecting the info as it comes up is easier and will equip you for a focused buying trip.

□ Don’t get overwhelmed at Vision Expo. Tap into your most stylish staff for trendspotting. Social media, Google Trends, BuzzFeed, and magazines (industry and consumer) will lay out what’s trending for fall.

□ Review your CE and licensing requirements. Is everything up to date and on track? Vision Expo offers 100s of hours of continuing education.

□ Don’t forget to book travel to Las Vegas for Vision Expo!