2017 is over, now it is time for optical offices to start checking their numbers. Was there an increase in revenue? Are we purchasing the best frames for the office location? Is the lab you use overpriced? Is the office itself over or under priced on fees? All of these are valid questions and to be evaluated quickly. The same applies to the doctor’s office. We are all trying to build our practices. What can we do to make it easier?
We’ve all been there: trying to make a reservation or a purchase and encountering a less than enthused associate. Whether it is at your local big box store or over the phone with a sales representative, it can be frustrating. What if I told you I see this frequently in the field of opticianry? Would you be surprised?
There’s an internet eyewear retailer whose advertising claims to dispel the “myths” of internet eyewear purchases. Here’s one. “Myth: Online glasses compromise on quality. While there are certain online retailers that sell less-than-quality products, there are plenty of low quality products at retailers that sell at brick and mortar locations. All you need to do is make sure you do your research.” Was that supposed to be reassuring?
Ever hear the joke about the girl who walks into a bar? She orders a martini, notices a rather dapper gentleman wearing a pair of incredible glasses, and decides to ask him where he purchased them. I ordered them online.
Girl then proceeds to call her cousin: Can you measure my face? I’d like to order some glasses online.
Here’s the punchline: I’m the cousin. Funny,right? NOT!
During my second year as an optician, our office signed up with a lab to handle a particular type of specialty job. This lab was considered one of the best in the Continental United States for handling this specific order, and came highly recommended to us by a number of frame reps and experienced opticians. Their testimonials were backed up by the jobs we got back: They were well made, the lab had a quick turnaround time, and we had a high satisfaction rate with our patients. There was only one drawback: The lab required paper orders to be filled out by hand.
Display and window designs are called “silent sales people” in the retail world and they are used to communicate a message, form a visual image of a business, “invite” patients in and call attention to eyewear and other products. Looking outside our industry we know that well designed displays and windows propel sales. It is more than worth the time and investment to create optical displays that have an impact and draw patients into your dispensary.