COMPILED HERE are selected tips from this, Optometric Management’s Optical issue. Let us know what you think of this feature at tinyurl.com/OMComment .

• GATHER DATA FOR FRAME MIX

A successful product mix balances variety, sell-through and, most importantly, style, uniquely targeted to your consumers.
(Frame mix, p.16)

• PLANT THE SEED ABOUT THE NEED FOR MULTIPLE PAIRS

Have front desk staff ask consumers calling to make appointments to bring all their pairs of glasses to their appointment, as doing so sends the message that having more than one pair is standard.
(Sell multiple pairs, p.22)

• SET EXPECTATIONS FOR VENDOR PARTNERS

It’s no longer acceptable for a vendor to simply show up with a price list. Ask your partners to bring in both ideas and a list of resources that align with your business objectives, and you can review on a quarterly basis.
(Vendor relationships, p.26)

• COMMIT TO STOCK

If you are going to stock a specific contact lens, it needs to be a lens design and modality you are committed to. Don’t just inventory a lens that has a good deal, it should be one of your “go-to” lenses.
(Contact Lens, p.34)

• PLANT THE SEED FOR SUNWEAR

Have your technicians inquire about whether the patient has a pair of UV-protection sunglasses. Doing so in the office plants the seed as to the importance of sunglasses.
(Diversify Your Portfolio, p.36)

• AVOID COMPETING WITH LARGE RETAILERS

A member of ODs of Facebook recommends a “private label” approach to frame inventories where practices carry industry brands that aren’t found in the big box retail outlets or online.
(“ODs on Facebook,” p.42)

• REFRACTION VS. OPTICAL DISPENSING

It is important to be specific about the difference between performing a refraction and issuing a spectacle or contact lens prescription. Not all refractions end with a prescription, yet they remain a refraction.
(Coding Strategies, p.48)

• CATEGORIZE EXPENSES

Typically, there are four major sources of revenue for most eye care practices. All expenses are in some way attributable to the creation of revenue through one of these four sources. For example, frames, spectacle lenses and plano sun wear are all attributable to optical sales revenue.
(Ask Jay, p.50)

• MAKE THE REFERRAL

There’s a spectrum of ways to make a referral that range from laissez fair to alarming. Regardless of what you say or how you communicate the point, keep the goal in mind: Get the patient to the appropriate professional. It could potentially save his or her vision in the future.
(Business, 51)

• CREATE AN EMOTIONAL CONNECTION

Recall that decision-making becomes easier for people when that decision has an emotional connection. Challenge opticians to have a story with each frame, or frame line, or make some sort of connection to the consumer that resonates with him or her.
(Merchandising, p.52)

• WORK AS A TEAM WITH OPTICAL

Remember mutual staff respect between the O.D. and optical staff will create a pleasant, successful working environment for all.
(Corporate O.D., p.54)

• LET YOUR FOLLOWERS KNOW

Consider boosting a Facebook post about optical lines. These posts cost money, but you can tailor the audience to followers, friends of followers or a target group.
(Social Media, p.56) OM