Whatever Works

We concentrate on doing one thing good. Don’t get me wrong, we sell accessories: Solar Shields, readers, chains, cords, clip-on sunglasses, holders, you name it – if it’s optically related we probably sell it. We sell contact lenses too, and will even arrange eye examinations with local optometrists or ophthalmologists, but what we decided to concentrate on is selling eyeglasses. That’s what we do best. Therefore eyeglasses make up 98% of our revenue.

We set fair, reasonable prices. We don’t match prices. We never offer sales. Buy one get one free? Not from me. Some practices will take the cost of a frame and mark it three or four hundred percent. I know of a local ophthalmologist’s dispensary selling a metal frame with a retail price of $129. I buy the same exact frame wholesale for $6.95. I wonder if that practice owner would think it reasonable if some of the places he pays for goods and services started charging him more than 17 times their cost of goods. With some exceptions, we double our cost of goods on lenses, and make a judgment call on the frame prices. But all our prices are fair and reasonable and we extend the same lab and manufacturing warranties we enjoy to our patients – generally one year.

We are professionals. Only licensed opticians service our clientele – no unlicensed, support staff. We take the hands-on fitting of frames very seriously. All frames are comprehensively adjusted on the front-end of the transaction – to the point that upon delivery almost nothing needs to be done. We touch our patients – behind the ears, along the temples, to ensure a proper fit. Many times this means that temples need to be shortened, which is again, done on the front end. I wish I had a dollar for every customer who has informed me – sadly – that I was the first optician who ever took such care in adjusting the frame.

We fish. Huh? Think about it: If you decide to go fishing today, and the gods have decided that you will catch a fish 10% of the time you cast your bait – and you cast ten times, how many fish will you catch? One. But if you get serious about it, and cast your bait a hundred times, how may fish will you catch? Ten! So, I and my staff members are constantly fishing. When placing an order, every patient is asked when he plans to update his current prescription in his sunglasses. If the patient answers the question “incorrectly” he will be asked the same question again upon dispensing. Every customer who has been given a free adjustment, screw, repair, etc. is asked to watch a 30-second demonstration of polarized lenses. Figure out ways you and your staff can go fishing and be amazed at the results.

We are honest. By the way, honesty and integrity do not have degrees. You either are honest or you are not. Your practice is characterized by integrity or it is not. For example, because we are only open three days a week, it is imperative that all glasses sold on those three days are ready by the following Friday morning. This is such a huge goal (and we meet it more than 96% of the tine) that patients are told they may pick up their glasses any time next weekend – we’ll call if they won’t be ready. It sure is a heck of a lot more efficient to have to call one or two patients and explain that their glasses didn’t pass final inspection than to have to call fifty patients to tell them they’re ready. (By the way, in 14 years only ONE patient requested – and was given – a refund due to not meeting the delivery goal.) But, as you can imagine, sometimes “stuff” happens.

Last month our usually reliable lab was experiencing massive delays due to the installation of new equipment. Twenty-three jobs failed to make delivery, meaning the patients would have to wait another full week to pick up their orders. Of course they were all called Thursday evening so they wouldn’t waste a trip. I also sent out a letter to all of them explaining exactly why their order was delayed and how unusual it was. I also wrote that “talk is cheap, so the next time you or a family member needs glasses, just bring in this letter and I’ll extend another 10% off our already fair prices.” Call me crazy, it just seemed like the right thing to do.

We communicate with our clients. I know we all communicate with our clients, but we really do. The apology letter explained above is a good example. Every first-time patient receives a personalized, signed thank you letter from me, thanking them for their patronage, asking them to tell others about our practice, and encouraging them to call me or come in if they are not 100% satisfied with their purchase. I even include my cell phone on all correspondences and business card to ensure that a patient can communicate with me any time they feel it necessary. In 14 years, guess how many times a client has taken advantage of that by being a pest or by calling at an unreasonable hour.

That’s right…never…not once. Repeat patients get a personally signed thank you card for their “continuing patronage,” as do all of customers who refer other people to our practice. Occasionally I find the need to send what I call an Oops Card – a short note to apologize for any inconvenience that was caused by our actions. Not surprisingly, our customers appreciate and respond to that kind of communication. I’ve also been known to phone a customer if I think I’ve got a frame that might interest him or her. It’s called communication.

It all seems so simple, and really, it is. But as I grow older and hopefully a bit wiser, I have come to realize that some of the most beautiful, effective things in life are indeed, the most simple. It’s amazing to me how often a new patient arrives at my doorstep simply because the last place they bought their glasses didn’t bother to adjust their glasses, didn’t thank them for their business, didn’t communicate sufficiently…like I said earlier, take it with a grain of salt or take it to heart, but in this multi-tasking, crazy, high-tech world in which we live, getting back to the basics usually pays huge dividends.