No such thing as “I`m Just Looking”
Every day within an optometric practice, various kinds of individuals walk into the practice. Their reasons for doing so vary from one person to another.
The team needs to know how to identify the difference between the type of people that walk into the practice and how to communicate with each of them
Why?
“Preparation Reflects Expectations”
First Time Visitor
They fall into the following categories
Follow Up Visitor
Process Outline
First time visitor:
Questionnaire and answer chart on what to expect
Appointment:
What eye test involves
What outcomes to expect
What solutions will be implemented
Complaints with current management process
Develop clear and specific guidelines on how the store handles such matters and ensure prompt action is implemented
Worthwhile Experience
This centers around the following key areas:
Clean Store
No compromise on this, store needs to be CLEANED EVERYDAY
If you don`t have someone employed to clean the store, set up a rotation roster with the team on who is responsible for the day`s cleaning, especially equipment in the test room and frames
Team Sharpness
The Attitude of the team determines the Atmosphere of the practice
The Atmosphere of the store determines the Altitude of the business
What the leader puts into the people determines what the people put into the business and this leads to what the business produces
Quotations Outline
Have readily available quotation outlines for the different products that you can easily access and print out from the computer
Having a team member sit behind computer to type the quotation or right on a piece of paper is not efficient at all
Benefit checks
As best as possible before the appointment (Get the details from the consumer beforehand)
Worst case scenario is during the examination
Close shop if you only doing it after the examination or worse once the consumer has left the store. Confirm the benefits and close the deal before the consumer leaves.
Time frames
Under promise and Over deliver
Never create an expectation that you can`t ensure delivery on
Never wait for a consumer to call or ask about the whereabouts of their spectacles or contact details
Remember the following important points:
It`s not about the beauty of your practice but actually the overall experience a consumer has.
It`s not about the affordable products and services you render but the visual solutions to their problems.
It`s not about your promotions and specials but rather the value they get from your business.
It`s not about your expertise but rather how you make them feel.
Know WHY your business exists, you will then start to find it much easier handling any type of encounter you get from the consumer.
