BUSINESS

  personnel pointers

Trade Secrets

What independent practices can learn from retail optical chains

TRUDI CHAREST, RO, ABO

Some optical retail chains inspire and amaze me, from their slick marketing programs and slogans to their smart merchandising and product assortments.

Though many O.D.s don’t have the marketing budgets of these mass retailers, we can certainly learn and borrow a few key secrets to their success.

Here are five tips gleaned from optical retail chains:

1 Hire “sales” people

Concentrate on hiring people who can sell, know fashion and face shapes. Great sales people enjoy helping patients choose eyewear, and they have no problem recommending multiple pairs and additional features, such as AR. In fact, recommending premium products and options often comes naturally to them. Remember, you can teach optics and dispensing basics, but it is much harder to teach staff to build a rapport with customers to close a sale.

2 Consistently train staff

Large optical retailers get it: training = sales. They provide ongoing and consistent sales and skills training, as well as operational direction to each and every employee, not just new staff.

They train, set sales objectives and goals, measure the results and train again. They build a store of highly skilled, knowledgeable, driven and customer-oriented sales people.

3 Entice the consumer

Large optical retailers have dedicated staff to plan how to get consumers to walk into their stores. Every ad, promotional sign and decal has been perfectly positioned to capture consumer attention and response. This takes money, time and marketing knowledge.

Learn from watching what large retailers do: Advertise in your direct market and community as often as you can; connect with your current patients regularly. Also, analyze your signage, both outside and inside your office. Keep in mind that the No. 1 reason for new patient appointments is word-of-mouth referrals.

4 Capitalize on in-office opportunities

Patients want businesses to take control of the sale and show them what to buy. Smart optical retailers don’t let opportunities slide; if a customer walks through their door, they don’t let customers “browse” on their own or choose their own eyewear. Customers are greeted immediately from a friendly, eager sales person. This highly trained sales person then leads the consumer down a carefully crafted path to a purchase. It is not pushy or aggressive, but it is a sales-driven approach.

5 Create an ideal shopping environment

Consumers want a great experience. That includes a fresh, bright and modern office that is ultra clean, organized, well merchandised and easy to navigate, and features the latest technological advancements, such as iPads in the dispensary, digital measuring systems and OCT exams. It also includes immediate assistance from expert staff who are easy to do business with.

Although people create a reason for consumers to return, the environment and experience play a huge role as well.

Secrets revealed

By borrowing tactics from large retailers, O.D.s can create better processes and systems for their staffs to deliver great service and experiences to their patients. Make your office a great place to visit — it just makes sense. OM

TRUDI CHAREST IS THE PRESIDENT AND TRAINER FOR TOTAL FOCUS TRAINING & CONSULTING, AS WELL AS PRESIDENT AND FOUNDER OF JOBS4ECPS, AN ONLINE EYECARE JOB SITE. SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.