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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

arthur@adegennaro.com

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