Roll out those Lazy,Hazy,  SLOW  Days of Summer

Using “down” time to your profitable advantage

Was it another summer of just “surviving” in the frame world? Did you see a lot of patients, but they were just not buying anything new? Did patients cancel due to summer vacations leaving your books less than full? Let’s face it, there are certain months in which business slows down and we need to work harder and smarter to keep our profits rolling in or just to stay “afloat.” If this sounds like your practice, here are some suggestions and promotions to get your business from “surviving” to “thriving” during the slow times. 

1. Use the Internet: If frame sales are down, start a local marketing campaign on websites such as Groupon or Living Social. Offer half-off frames with eye exam and lenses. When people see “half-off” of a service that they would normally use anyway, their loyalties may flee. This is a fantastic way to finally beat out the competition and create a new patient base.
   

2. Sun Specials: Offer a discount on sunwear. Explain the value of good eye protection and have a wide variety of sunglasses for purchase. How could your patients say no to fashionable and functional sunwear offered at amazing prices? Have plenty of 6-base frames in stock so your patients can easily Rx them, bringing more profits to your business. This is also a fantastic way to move your contact lens patients to your optical shop. Once they are there, they may see opportunities for fun and funky back-up glasses as well.
   

3. Offer Packages: People like things neat and clean and tied up with a bow. Find a deal on some frames and package them with lenses for one great price. Be sure to include in writing all that is offered in the package. Once they are in the dispensary, offer them some “add-ons” to stimulate more profits.
   

4. Get your Reps Involved: Many frame companies are offering summertime specials and promotions to help stimulate your business. Take advantage of these. Most frame companies have great ideas; your reps may get paid for them. For example, if your representative is having a free gasoline promotion; take it down to your patients. Freebies are attractive to everyone. Have you ever thought of offering a $50.00 gas card for every new order?
   

5. Have a Show: Ask your representatives about a trunk show. This is usually a low-cost way for you to get your current and prospective patients in the door. Invite a few representatives from your best lines, get some drinks and light snacks and send postcards to your patients. Have the representatives do all the selling and get your patients involved. Ask your rep if there are any incentives they can give away such as a free pair of sunglasses and offer a raffle for everyone who participates. A good trunk show can be planned and operated in as little as one month, depending on your client base.
   

6. Offer Education: With Back to School sales already here, children’s vision correction may be weighing on their parents minds. You might find many patients are asking about sun damage or signs that their children need to have their eyes tested. Ask questions and find some main concerns that your patients may be having and use that for the basis of your next ad campaign. Advertise in the local paper or send a letter to your patient base announcing a community service class at your office. Serve snacks and drinks and do not make it more than 1 hour. Offer specials such as $25.00 off an eye exam after the seminar to get these patients making an appointment. If this is successful, you might want to make this a quarterly event. 
   

7. Go Crazy with Fashion: There are so many fashions out there in eyewear. You are cheating yourself if you don’t have some of them peppering your boards. Do you have any clear, zyl frames? These are hot right now and it seems that every company has a couple in their lines. Are your boards all brown, gunmetal and gold? Add some color. Bright reds and blues are big in the fashion world and they will be sure to attract patients to your optical. If you have more of a conservative base right now, try some matte colored-frames that will take away the shine and shimmer of bright colors for some more “wearable” looks. Don’t be afraid to try some fashion risks! They might pay off.
   

8. Redecorate: If you have some down time with fewer patients booked, think of the future and redecorate your office. Whether you choose to use some extra marketing tools or completely renovate your office, anything new will attract patients. Even if your business is slow and money is tight, ask your reps if they have any displays, posters or marketing materials. Some of this may be free of charge or can be added with your regular orders. If you have been thinking about big time renovations, now is the time to do it so you can recharge for the busy fall months.
   

9. Keep Patients Informed: Do all your patients know each and every service your practice offers? Keep them informed by using table tents, signs and banners. Print up all your services on handouts that the patients can take home. The more information your patients have in hand and in writing, the better. Invest in some refrigerator magnets or pens for them to take home. Make a menu for all the services offered. If you are trying to get more children in the practice, let your patients know that your office enjoys seeing kids. Your patients will never know unless you tell them.
    

10. Get Out on the Town: Is your office involved in the local community? If not, get out there and get involved. Service work is a great way to get your name out there and to show you care about the community. Offer free vision screenings for the elderly or get into some schools for children. Sponsor a local team and get your name on the t-shirts. Whether in a small town or a large city, the more people see your name, the more likely they will call you.

Don’t let the summer heat get you! If the business does not come to you, it may be time to go out there and find it!

Laura Miller