- Ask customers how you can improve
- Use technology to your advantage
- Don’t rely on digital communication alone
- Offer a resource for quality concerns
- Set metrics to measure product quality and customer response time
- Speed ordering and tracking with web-based tools.
- Help customers understand your process
- Encourage customers to submit orders throughout the day
- Define expectations
- Provide alternatives when necessary
- Keep you customer service reps well-trained
- Put a smile on your face before answering the phone
- Have regular meetings with your entire lab staff
- Follow up on all customer requests – no matter how small
- Remember, first impressions count
- Listen first, then speak
- Draft customer service standards
- Give more than expected
- Capitalize of the power of “yes”
- Own up to mistakes
It should be every associate’s goal to present the multiple pair option to all patients. In an article posted on theopticalvisionsite.com, tips were shared to help achieve this goal.
Sit with the patient and start a conversation about their Rx requirements. Ask questions about the patient, their needs and lifestyle. You might find they need a second pair for:
1. Occupational or computer glasses
2. Photochromics for an active outdoor life style
3. Performance pair for outdoor activities
4. Sunglasses for driving
Always position eyewear as more than just for vision correction. Eyeglasses are a fashion accessory that reflect your style and image. Eyewear enhances your appearance just like a nice pair of shoes, purse or other fun fashion accessories.
Always point out the importance of specialty eyewear for sun, sports, safety, as well as performance options.
Don’t forget to share multiple pair pricing packages. Point out any 2nd pair or lens packaging options or discounts available.
Utilize the above steps and you will be sure to sell that second pair!
Capitalizing on increased photochromic sales can improve both patient satisfaction and your bottom line. According to Vision Care Product News, “the goal of every eyecare professional should be to offer the best products to all patients and photochromic lenses are high on the list of great products to offer”. Whether sold as an everyday lens or as a second pair, you can use the following tips to build your sunSMART II photochromic business.
Tip #1: Is everyone in your practice wearing photochromics? If not, they should be. A personal recommendation from someone wearing the product can go a long way in the sales process. Tell them how much you love your photochromic lenses and how they comfortably adjust to the light both indoors or out and see just how far your testimonial can go.
Tip #2: Are you recommending lenses during the eye exam? If the doctor shares a product recommendation with the patient in the exam room, they will be more likely to act on the suggestion. When the doctor is wearing the product recommended, you are almost assured a sale.
Tip #3: Are you presenting the photochromic option to everyone? Adult, mature adult, teen or child all can benefit from a photochromic lens. Make sure to always ask, “Would you like lenses that are clear indoors and darken when you are in the sun?” Or ask, “Are you concerned about eye health?” Both questions lead directly into the photochromic lens discussion increasing your chance of a sale.
The Q-2100 Digital Lens System allows you to produce lenses in-house at a fraction of the cost when purchased from a traditional lab. Once integrated into your practice successfully, you will see an impressive reduction in outside lab costs. As a practice owner, manager or lab manager, it is important you take an active role in monitoring production and outside expenditures to ensure that you are utilizing the technology to its fullest potential.
- Check your lab bill to see what was produced in office and what was purchased from an outside lab. Are you capturing all progressive, photochromic and AR jobs possible? You should maximize production of jobs that fall in the range of the technology. Remember, you are producing digital designed lenses, some of the best in the industry. Promote the premium products you produce in-house first.
- Check your lab bills and compare the cost to producing in-house. While you are undoubtedly focusing on the most profitable products, verify what you are paying for custom processed single vision and FT lenses. You may find that it is more cost effective to produce these lenses in-house as well.
- Continue to check your outside lab bills for total dollars spent. As with all new technology, there is a certain level of excitement that is present when first purchased. Usage starts out high as the lens unit is new and fun. Over time, production levels may fall as it becomes part of every day operations. Make sure the enthusiasm for the technology remains strong through incentive plans and monthly goals that reinforce your commitment to in-house lens production and practice profitability
- Are you utilizing Vision Dynamics Lab for out of range and expanded product offerings? Vision Dynamics Lab carries a complete array of Optical Dynamics lens products, including clearLIGHT advantage, sunSMART II grey & brown, ultraSUN II, blueVIEW and amplifEYE. As a Q-2100 owner you receive discounted pricing on all Vision Dynamics Lab products and services. Check against current lab pricing to profit even more.
The key to ongoing success is system utilization. The more you make…the more you’ll make. Your staff is key to maximizing your potential. Educate, reward, monitor, and reinforce your team’s commitment to this new lens technology and you will be successful.
Eyecare Business November by Erinn Morgan
Trend #1 The Big Picture – The store is a tool of communication. And, a successful retail environment must be holistically designed, from the front door to the sales floor to its on line presence. This includes the sign above your door, the welcome mat below, the surface treatments on the walls and floors the stationary that you use, and the nature of your sales associates.
Trend #2 The Product at Work – Across the board, stores are using a plethora of mannequins. Can they also work in optical? Even if employing mannequins in your eyewear displays is not for you, thought-out-lifestyle presentations can still show how the product is intended to be used.
Trend #3 Think Locally – Being locale-specific and connecting with the community is important, too. And who does it better than Anthropologie? One of my favorite presentations done by this retailer was in its San Francisco store on Market Street. The company replicated the Golden Gate Bridge, constructed of boxes of Rice-A-Roni. You can’t get more San Francisco than that.
Trend #4 Get Interactive – New digital and video shelf talkers, and other types of interactive displays, are finding their way into stores across the country. Pick up the merchandise and the shelf talker communicates what the product is – an how it should be used.
In an article written by April Jasper, OD, she details 7-steps to help O.D.s stay in the game.
- Evaluate what you have – Take and inventory of what technology you have, what is new and going to be around, and what is going to be replaced.
- Determine what you want – Shoot for the stars and design the perfect piece of equipment for your practice’s needs.
- Document what you actually need – Have a check list of the “must have”, “would like to have” and “optional” categories.
- Investigate your options – Take time to shop around at the various industry meetings.
- Assess financial obligations and terms – Many times we forget that a technology-focused practice can and will be able to justify greater fees by creating value in the mind of the patient.
- Remember to plan for implementation – Any equipment purchase is risky if you have not plan for implementation…Also, make certain you have a plan for training your staff on the new technology, including operation and protocols.
- Develop a practice of distinction – I truly believe technology can be the key to developing a practice of distinction.
Presenting an AR option to your patients is more important than ever with AR coating applied to nearly 30% of all lenses sold. In a survey by the Vision Council of America, 60% of all eyewear consumers have a desire to purchase an AR lens but many consumers are not even offered the choice. According to 20/20 Magazine, “improvements have reached a point where AR is not just a “nice to have” but many consider AR a necessity. Sure wearers can live without it, buy why should they?”
The patient benefits of AR coating are undeniable. By minimizing surface reflections AR coating improves vision when dealing with overhead lighting, computer screens and window glare. Vision during night driving is also improved reducing the glare of oncoming headlights. AR lenses are more cosmetically appealing for improved patient appearance. Not offering an AR option is a missed opportunity to improve patient satisfaction and even more importantly, a missed opportunity to grow your practice profitability.
Past barriers to providing an AR option such as quality, delivery time and cost, are eliminated with the in-office nanoCLEAR AR unit. Designed for use with the Q-2100 Digital Lens System, the nanoCLEAR AR unit processes lenses that are anti-reflective with a hydrophobic/oleophobic top coat in under 90-minutes. Using nano particle technology, our breakthrough design is a small table top system that easily installs in most offices. It is clean quite and automated for easy operator integration. Priced about the same as an edger, the nanoCLEAR AR unit is an affordable and profitable addition to any practice.
|For Your Patients:||For Your Practice:|
|Clearer, sharper, vision||More AR sales for more revenue|
|Durable, long lasting performance||Reduced lab bills for more profit|
|Easy-to-clean surfaces||Quicker delivery for more repeat business|
|Fast same-day service if necessary||Improved quality for high patient satisfaction|
Learn the 5 Reasons Why Offering Up Texting is Good for Your Business
by Samantha Toth Eyecare Business December 2018
- Patient Engagement: Providing a wide range of communication channels…allows patients to connect with you in the way that fits them best.
- Patient Satisfaction: Four out of 5 patients say they prefer texting over calling their healthcare provider…
- Easy Inquiries: Encourage your patients to test your practice to easily check on the status other eyewear, update their records, or cancel appointments…
- Faster Responses: Have a patient coming into the office and need a quick answer before they arrive? Text them! It’s easy for your patients to reply when they cannot return your call.
- Mo’ Marketing: Amp up your current marketing strategy through the integration of text messaging. Have your patients opt in to promotional messaging and share current deals or educational material with the via text…
As shared by Dr. Pavan Avinashi in Optometric Management, offering your patients a great experience starts with having the right staff.
Foster a staff-centric culture:
- Proper recruitment – Having the right players on your team starts with thorough selection process: a) start with a phone interview by staff member to assess personality and motivation b) interview in-person with the practice manager c) interview the candidate personally and define the practice’s culture and expectations d) allow the candidate to “shadow” a staff member to see how they interact with patients and employees
- Define working culture – Hiring the right fit doesn’t work unless you lead by example in creating a happy, comfortable and positive work environment.
- Motivate staff – The best way to do this is to incentivize your staff, a) daily inter-clinic challenges. This is done sporadically without notice b) monthly challenges, this changes month to month c) annual trip challenge, every month we make budget I put money into a trip fund then once a year we plan a trip where the entire team goes.
- Implementing touch points – Regular staff meeting are quintessential in maintaining team moral and solidarity.
- Review your product literature…are you talking about the clearLIGHT & sunSMART products?
- Review your on hold message…are you telling your patients about the new digital lenses you produce direct to their prescription while they wait?
- Review your employee compensation program…does your internal program encourage your staff to sell the products you produce?
- Review your staff training program…do all team members know how to present the new product offering to your patients?
- Review your target production…have you implemented a target product rate for your in-house lab?