SCRIPTOPEDIA

Frame Rep Expectations

What to cover to ensure everyone’s on the same page

MARK HINTON

Your frame vendor relationship makes or breaks your COGS. Therefore, it’s essential to develop a “Vendor Management” document, which expresses your expectations of the frame rep.

Here is a script on how to present the document and what, specifically, the document should contain.

The script

Ask the vendor whether he would like his allotted frame board spaces filled with product at all times. When he replies, “Yes, of course!” say, “Great, here’s a document outlining what I need from you to enable the sales of your frames. When you visit the office to maintain your allotment, meet with my designated optical lead. Provide her with two of your top-selling frames at 50% off to cover the cost of shipping singles to keep your spaces filled for sales between your visits, Okay?”

If the frame rep replies, “I’ll need to ask permission,” tell him you’ll wait while he makes the call, “now.”

Document components

Your “Vendor Management” document should include:

► Specific units allotted/the brands the representative will maintain. Let the frame rep know how many of his frames you’ll carry/display. This facilitates the rep’s ability to choose a style — something he should do, as vendors know what’s “hot.”

► Vendor’s responsibility to exchange non-selling products. The frame rep must pull discontinued or non-moving frames while onsite, write the return order, and provide reimbursement authorization.

► Vendor does not need to make an appointment to maintain frame inventory.

► Vendor provides brand education including three specific benefits of the frame. The frame rep must provide this education to your lead optician, who can then educate the optical team. As an incentive, write, “If you make the optical successful in selling your products, I will give you more board space.”

► Vendor maintains point-of-purchase materials.

► Vendor makes the optical staff immediately aware of any previously unknown backorders/not placing any frames that knowingly are backordered without a release date of within two weeks of the office visit.

► Vendor makes the optical staff immediately aware of discontinued frame product and provides a reasonable credit to keep it as closeout, or return it. Ask for closeouts you can buy reasonably (less than $12), but still price them according to the frames data to add more revenue.

► Vendor representative or manufacturer/distributor of the frame brand must e-mail your office when you may be left without vendor representation and within four days by the representative or manager that you presently are without direct onsite service. Have an agreement from the vendor rep’s manager that failure to inform you of no direct service enables you to return any product for a full refund.

► Vendor must check with lead optician for any frames set aside for return or warranty exchange.

► The lead optician always authorizes free or discounted personnel frame requests.

Sign, sealed and delivered

Sign and date it, and provide a copy to the rep and e-mail one to his manager. OM

MR. HINTON IS CEO AND PRESIDENT OF EYEFACILITATE. E-MAIL HIM AT MARK@EYEFACILITATE.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.