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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.
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