waiting room optical comfort is a...
TRANSCRIPT
4/2/2015
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Presented by:Suzi Martin, Ph.D.
Practice Administrator
ASCRS • ASOA National MeetingSymposium & Congress
San Diego, California
Sunday, April 19, 20152:15pm. – 3:15pm.
Convert Your Lobby into your Optical Shop
• Makes the time pass faster
• Select the frames before they are dilated
• Optical is more integrated into the practice
• Husband are there, … but Not in a Hurry
Don’t forget the cookies and coffee!
Waiting Room Optical
Most ophthalmology based optical shops would benefit by increasing the size of both the square footage of the shop and the size of their frame inventory.
Larger areas and more frames make the patients feel like they have more choices and that they came to the right place!
Comfort is a Priority!
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Mix Frame Boards & Display Cases
• Display cases impress
• Frame boards sell
• Storage is essential
Try to encourage patients to linger in the optical shop.
Make them as comfortable as possible.
• Will require minimum frame order
• May require shipping costs
• May require exclusive display of frames
• May require maintaining minimum inventory of frames.
• Good for décor
• Not good for sales
Frames displayed on frame boards sell faster than in expensive displays
Expand Your Inventory
When allowed display insurance frames on the boards to increase the visual size of your inventory.
Place hospitality service adjacent to check-in
Premium Eyewear is equated to a premium surgical practice!
You can’t expect to have a Premium Lens surgical practice if all you sell is mediocre eyewear!
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Art DeGenaroArthur De Gennaro & Associates, LLC
www.adegennaro.com
803-359-7887)
Can you afford to hire one?
Can you afford not to hire one?
The Vision Council's Eyewear & Accessories Division& Eyecare Business proudly partner to sponsor the
Frame Buyer's Certificate Program
at International Vision Expo.
The certificate program offers multiple hours of continuing education designed to maximize your dispensary's revenue potential.
Frame Buyers CertificateCommunicating Value Differences in Frames
How to Set Up and Maintain a Plan-O-Gram
Eyewear Merchandising Experts Panel
Formulas and Benchmarks for Inventory Management
Setting Your Frame Board Mix and Pricing Strategies
Do's and Don'ts of Frame Inventory Management
Tracking, Measuring, Monitoring & Replenishing Inventory
Vendor Selection and Evaluation
Inventory Management Pitfalls and Cash Flow Bandits
International Vision Expo
& Conference – New York
International Vision Expo
& Conference – Las Vegas
Optical Training
can be free!
• Disney Institute-Best Service in the World-Training
-Leadership-Brand Loyalty-Inspiring Creativity-Quality Control
-Tour of Disney Operations- www.disneyinstitute.com
Customer Service Training Disney Customer Service Training
Orlando, Florida
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Tour Optical Labs
Build relationshipsKnow your productsUnderstand the processBelieve in what you are selling
Buy equipment with points earned from your optical lens lab.
Monthly Staff Meetings
Training
Fellowship
Recognition
Feed-Back
Underwritten by Vendors
Monthly AwardPeer Review is highly
Motivating!
“A soldier will fight long and hard for a bit of colored ribbon.”-Napoleon Bonaparte
Staff Recognition Awards Breakfast
Employees become more engaged as they believe their teams, leaders, and organizations set clear goals, communicate openly, build trust, hold them accountable, and recognize great work.
-- The Orange Revolution
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Uniforms are a low cost item that promotes an image of professionalism.
Professional Presentation and Training go Hand in Hand!First impressions
set the stage for better sales.
The fastest way to improve your staff is to eliminate the bottom 20%
Eighty percent of your human resources problems come from your bottom 20%
Sound hiring practices decreases ever hiring the bottom 20%
--The Disney Institute
Staff Improvement Clear Expectations with Staff
Company Culture
Benchmarking
Sales goals
Open communication
Just the facts – no emotion
Documentation without judgment
Clear Expectations with Customers:
Warranties reduce customer service issues
Every supplier or vendor relationship must be evaluated prior to their regular renegotiations.
This process is similar to staff
evaluations and equally impor tant.
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Determine how many frame vendors will be used
Determine which frame vendors will be used
Build strong relationships
Deal fairly and openly
Build trust
Budgeting and Reporting
SCORE
CARDS
ASnapshot
In Time!
DASH
BOARDS
Sales Feedback is Essential
Low cost – High reward
Staff loves recognition
Hand-Off Increases Capture RateOther teams want their optician to be recognized as the best.
Recognition outside the depar tment is necessary and
also increases cooperation in the hand-off process
An experienced optician should be able to write 75 to 100 new orders per month and, in the process be able to handle all the normal adjustments, repairs, deliveries, and paperwork required to accomplish the job
You can easily increase that number to 150 by adding after school student assistant help for filing and cleaning
Staff Productivity Non-Monetary Compensation
Status and recognition compensate the sales force almost as much as money –
sometimes more!
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Employee Discount
Frames at Manufacturer’s Suggested Wholesale Price (MSWP)
Family Members at MSWP+25%
Friends and Family Discount cards for friends
Some brands bring in buyers whoWill choose your practice because of the brand instead of because of the doctor.
60% choose a practice for the doctor40% choose a practice for the optical
Some brands just sell themselves
• A good way to keep your name out there
•More than a 100% capture rate is not unrealistic
•Your competitor’s patients will bring you their scripts…if you have a better product
•And when they do, if you give them a good experience, they may then become your patient.
•At least, they are now in YOUR recall system
Usually matching fundsIt’s not free, but at least it is only half price!
It’s not free, but at least it is only half price!
Most vendors will match you dollar for dollar for approved advertising, rebating a percentage of the dollars that you spend with them. Normally funds are disbursed twice a year.
# Jobs / # of Refractions = Capture Rate 250 Days x 100 Refractions a day = 2500 Refractions a year
2000 Jobs/2500 Refractions = 80% Capture Rate
# Refractions X Capture Rate = Sales 2500 Refractions X 80% Capture Rate = 2000 Sales
2500 Refractions X 65% Capture Rate = 1,625 Sales
# Jobs/Product Turns = Frames on the Board! 2000 Jobs/ 4 Turns = 500 Frames on the board or
2000 Jobs/ 3 Turns = 667 Frames on the board or
2000 Jobs / 1.8 Turns = 1,112 Frames on the board!!
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Create Ideal Frame Inventory Based of Practice’s Demographics
Frame Inventory Plan-O-Gram Demographics
Your Frame Boards
Keep the best sellers on the frame boards
Increase inventory of frames that sell well
Decrease inventory of frames with less turns
Special orders… yes or no??
Set a goal for inventory goals
You just may not have the right frames on your boards
Buy eyewear which helps create differentiation in your optical shop
In order to create a unique experience, your product must stand out
Buy product that you can not find in every shop
Know what your customers want
Evaluating Your Inventory
Determine your price point segments from lowest priced frame to highest priced luxury frame.
Know what percentageof your sales are in Each category.
Manager’s Training Negotiating with Vendors
Terms: 30-60-90 day payment
Warranty
Return of non selling product
POP – Point of Purchase advertising
Cases
Contests, samples, gift cards, gifts
Training
Points to redeem for equipment, prizes , incentives
Service, consulting and advise
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Only buy what sells
Run a best selling frames reports monthly
Only buy what sells at 10% per month or more
Buy what sells – not what you like personally
Don’t add to underperforming lines
Reduce, mark down or return stock that doesn’t have a 10% sell through ratio or hasn’t sold in 6 months
Negotiating with Vendors Security Cameras
Almost 100% “catch rate” on stolen merchandise
Creates professionalism among staff
Levels the playing field
Provides accountability/respect
Inventory Shrinkage
Customer Theft
Walk-In Theft
Employee Theft
Loss or Damage
Mismanagement of product
Not returning warrantee frames
Discontinued product
Patient Appeals Process
Optician, Lab Manager, Billing Manager, Optical Manager
Expedited and recorded by email
Reviewed Quarterly
Analyzed for Progressive Improvement
Helps identify problem areas
Identifies problems from manufacturers
Daily Optical Sales Reports by Optician
Monthly Optical Inventory & Reconciliation
Monthly Practice Sales Assessments
Monthly Sales Bonuses to Opticians
Quarterly Practice Audits
Annual Vendor Reviews