Even if your optical isn’t committed to only high-end offerings, elevating the experience and showcasing your top-tier service will have people returning time and time again. This month, we will look at how to encourage staff to increase the status quo of each patient interaction by engaging from the perspective of education rather than sales. The results are upselling to higher-end options with increased value and overall buyer satisfaction.

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: FOCUS ON INTERACTION.

What is the first impression staffers give when a client enters your practice? Are they offering a sincere greeting, or engaging only when asked?

□ Have a friend or family member do a secret shop and give honest feedback. It’s not about getting anyone in trouble. It’s about evaluating what clients experience in your practice.

□ Create a cleaning station that patients can see. Make it standard practice to offer complimentary eyeglass cleaning with an ultrasonic cleaner and your branded lens cleaning spray (you’ll sell dozens more).

□ Incorporate aftercare. Send patients a thank-you email or text to reinforce your post-pickup services: complimentary eyewear adjustments and cleaning, warranty info, and follow-up exam schedules. Be sure to ask for an online review.

WEEK 2: EYES ON INVENTORY.

New inventory has hit the boards and patients and staff are likely selling through their favorites. Ensure multiple repeats by keeping your eyes on the inventory.

□ Pull an inventory sales report at the end of each week, and reorder the eyewear styles that sold immediately from your new arrivals. This ensures the frame model repeats sales again and again.

□ Identify your own shop’s top 10 sellers and order multiple colors and similar styles. This will allow your customers to choose the best option for themselves and eliminate any buyer’s remorse.

□ New arrivals are the perfect opportunity to switch it up and move product around the practice to make everything seem fresh again. A new collection might offer an eye-catching stand-alone display opportunity.

WEEK 3: HOST A TRUNK SHOW.

The excitement of live events is palpable, especially when you take advantage of the warmer weather to take it outdoors and increase your visibility.

□ Schedule a trunk show two weeks in advance (enough time to plan, not too far ahead that people will forget). Send out email invitations to your mailing list and reach out personally to clients whom you haven’t seen in more than two years.

□ Collaborate with neighbors; invite a local food truck to set up at the event. Offer a table to a fellow business to showcase its services. Everyone will benefit from a new network of clients.

□ Schedule brand training with vendors. Have them explain the brand history. Learn about the materials and manufacturing process. These talking points will make selling easier for staff.

WEEK 4: PLAN AHEAD.

Taking the time to evaluate the overall trajectory the business has been making over the past six months will set a better course for the remainder of the year.

□ Audit what’s bringing in the bucks in your business. Break it down by category and look at the macro: eyewear types, lens styles and coatings, even by appointments.

□ Have a meeting to discuss and track each employee’s continued education and training goals. Have they been met? Write out a measurable calendar to achieve goals in a timely fashion.

□ If needed, adjust your sales targets to meet your desired year-end total. Consider making an achievable goal with a conservative year-to-year growth rate, as well as a stretch goal to inspire your team to not grow too complacent.