1 . GET MORE CUSTOMERS
Sounds simple , but it is anything from a simple strategy . Getting new consumers into your optical takes a science of marketing and exposure . You need to be where an eyecare consumer is searching when they are in the market for a provider or service . This means showing up on the first page of Google and other Internet browsers . You can ensure this happens with a great website , SEO , Google AdWords and Google maps .
3 . GET CUSTOMERS TO COME IN MORE FREQUENTLY
One of the biggest opportunities we have in our industry is to get consumers off the 2.4 years for an eye exam and eyewear trend . We need to get people coming back in more regularly and thinking about updating their eyewear every year instead of every two years . This takes a conscious effort of establishing the fashion guidelines that everyone needs a wardrobe of eyewear . Build an effective way to recall and remind people to come in and visit you .
5 . GET CUSTOMERS TO REFER OTHERS TO YOU
Your best source of new customers is the customers you already have . They know you and love you . They likely want the best for you and your business . Develop a referral program that rewards and incentivizes your current customer base to refer their friends and family and then set out to let everyone know about it . Tell everyone each time they are in your business , send e-mail communications about the program as well as highlight it in your office and online .
2 . GET CUSTOMERS TO SPEND MORE MONEY
This strategy only happens if your team is ready to get better at sales and promotional offers . If you want people to buy more , you have to give them a reason to . This starts with recommendations in the exam room , personal hand off to the dispensary , bonus offers on second pair sales and additional value like a gift with purchase so the sales team has the tools they need to keep sales in the business . Adding accessories and upsell opportunities are also important .
4 . GET NEW CUSTOMERS FROM OTHER SOURCES
Time to think past the basic model of an optometry practice or optical store and invent new revenue streams so we increase the consumers we can market to . This could include building a niche service in dry eye or vision therapy or it could include selling jewelry and fashion accessories . Maybe you partner with a hearing clinic or other complimentary service so you now have a full new stream of potential consumers .
Last note … Staying successful and busy in business takes effort and creativity . There is still so much opportunity in our businesses . We just have to look for it and act on it .
Trudi Charest is the co-Founder of 4ECPs , a business resource company for eyecare professionals . 4ECPs has six divisions , marketing , training , social media , jobsite , payments and events .
EYE FOCUS | August 2018 27