IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
Patricia Basile | 2/19/2020

Does your staff truly believe in the value you provide?

It is demonstrably true that if you have a passion for a product, your enthusiasm is actually very difficult to contain. Getting behind a product is almost inevitable if you are a satisfied customer yourself.

Are you trying to coach your staff to get behind products that they either do not completely understand, or have personal experience with? Or worse, don’t think they are worth the price? If you are measuring performance and doing everything right, but the numbers aren’t moving, ask yourself, “How can I demonstrate the value of and the difference in the products we sell?”

Well….... are all of your employees wearing your eyeglasses?

I have heard employees responding to customers or complaining to coworkers that they “cannot afford the eyeglasses here.” Wow. If a patient asks a staff member if they bought their eyewear here, there are only two acceptable responses: “Not yet, I’m waiting for mine to come in, I’m so excited!” or “Yes, I absolutely love them!”

Consider your employees your most important customers. If the employee has successfully completed their probation period and you know that they will be a permanent member of your team, provide them with the same experience your customers will get. A pair of terrific eyeglasses, along with the complete fitting experience with the optician, will allow them to easily convey their satisfaction to your patients, as well as, their friends and family. The return on investment will be a significant increase in enthusiasm and confidence, particularly for employees who have complex needs or wear progressives 100% of the time. As an added bonus, in this competitive labor market, this is another benefit you can offer potential employees. You can offset the cost of this program by accepting any VCP they may already have and waiving their co-pays. Your vendors will often provide you with free (or deeply discounted) products for such a program.

So keep your staff out of the big-box optical stores. Provide them with a great experience and a terrific pair of glasses; your sales will thank you.

Patricia Basile
Optical Management Consultant
Pat Basile has extensive experience in sales, customer service, management and laboratory operations in the optical field. Licensed in Connecticut and certified by the ABO and NCLE, she has had great success in developing and implementing growth plans, providing training and leadership to achieve greater sales and productivity results. She believes that the consumer is much better served by the personal care provided by small, independent and caring optometric practices. Pat will listen to your concerns and help you identify those things that can be done to bring your practice to the next level. Some of these things may include training and setting goals for sales and customer service, inventory management and frame board management.
Trending Blogs

2/22/2021 | Author: Amy Alvarez

Maybe you’ve experienced some unpleasant events in your practice that you didn’t have a policy to cover, or you team is large enough that you vacation policy isn’t working anymore. Maybe you have never liked you scheduling and time management policy but do not know how to go about changing it.... Read more

1/14/2021 | Author: Ximara Vega

Every year people tend to make goals for the upcoming new year. Somehow a new year inspires others to reinvent themselves in some way and like most initiatives, they lose their luster after a few weeks. I was supposed have rock hard abs like 3 years in a row. If ever... Read more

10/15/2020 | Author: Geronda Wollack

A friend of mine was out in the job market and applied for a job as a Dental Assistant. She called me for some advice around interviewing, and during our conversation, she mentioned a shocking reality. She said, "Geronda, there were a few companies that I was interested in, but the job... Read more

9/24/2020 | Author: Maddie Langston

By now, most of us are familiar with online reviews and understand their reach and influence, particularly on Google, Facebook, and Yelp. As a marketing consultant at IDOC, I work with optometry practice owners and managers to increase the number of new patients at the practice, retain... Read more

9/11/2020 | Author: Geronda Wollack

During a phone call with my favorite sister (now, let's not share this with anyone else), she shared the following sentiment with me, "I was just as excited for my kids to go back to school this year, until I realized that I have one kid staying home and doing virtual learning and the... Read more

8/13/2020 | Author: Maddie Langston

Let’s say one day after an exam and a visit in your optical, a patient reviews their experience on your Google business listing and Yelp.

The review includes many details which makes it clear to anyone reading that they visited the practice, had an exam, and worked with an optician.... Read more

8/7/2020 | Author: Ximara Vega

Take a step back and think about your business. Are you in tune with the performance of your optical? Are you achieving your desired results? If not from you, where are your patient’s purchasing their eyewear? Why? How do your offerings compare to your competition? Investigate, by... Read more

8/7/2020 | Author: Nathan Hayes

“I’m shockingly flush with cash. My checking account balance is fantastic.”

This isn’t what I expected to hear on the tail end of the most prolonged economic catastrophe of our lifetime. But many practices, after leaning out all their expenses during the... Read more

8/7/2020 | Author: Nathan Hayes

“I’m thinking of selling my practice.”

“Should I sell my practice now while prices are at all-time highs? How long does the private equity phenomenon last?”

Practice owners often focus on market trends in the pricing of practices when deciding when and whether to sell. Let me... Read more

7/17/2020 | Author: Patricia Basile

Careful frame and lens purchasing habits are needed in an unpredictable time.

Many optometric practices are experiencing a surge in eyewear purchases due to pent-up demand and the ability to... Read more

© 2020 IDOC. All Rights Reserved