Page 1

THE

SPECTACLE

QUARTERLY

Skyrocketing Growth

FALL EDITION FOURTH QUARTER 2018 2018 Q4 - FALL EDITION

1


contents Top Performers ..................................... 3 Our Practices ......................................... 4 How We’ve Grown................................. 5 Chris’ Corner .......................................... 6 Workaversaries ..................................... 8 Room To Grow ....................................10 The Power Of Caring ..........................11 Networking As A Tool For Marketing ......................................12 Overcoming Adversity ........................14 Let The Product Talk ...........................15 Sweat the Details ................................16 Stepping Out Of Your Comfort Zone ......................................18 Welcome To The Family .....................20 Out & About .........................................21 Practice Facts .......................................22 The Pet Page ........................................23

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THE SPECTACLE


Social Site Reviews - Google, Yelp, etc.

top performers q3, 2018

Store

(July - September) Comparing Sales Q3 2018 to Q3 2017

AAE Store 24 Machesney 8 Moline 6 Mattoon 4 Forsyth 3 Peru 14 DeKalb 1 Bloomington 10 Rockford 12 Peoria 17 Burlington 19 O’Fallon 21 Waterloo 15 Edwardsville 9 Collinsville 2 Champaign 11 Sterling 7 Belleville 5 Quincy 22 Danville 23 Mason City 16 6SULQJȴHOG 25 Cedar Rapids 2018 Q4 - FALL EDITION

Ţ 32% 18% 17% 15% 13% 13% 12% 11% 10% 6% 5% 4% 4% 3% 3% 0% 0% 0% -3% -6% -7% -31%

# Reviews

Avg Score

Wilson Eye Center AAE – 12 Peoria

109

4.90

47

4.89

AAE – 06 Mattoon

45

5.00

AAE – 04 Forsyth

45

4.80

AAE – 09 Collinsville

36

4.92

AAE – 01 Bloomington

31

4.94

AAE – 07 Belleville

29

4.86

AAE – 19 O’Fallon

27

4.96

AAE – 03 Peru

27

4.48

AAE – 02 Champaign

24

4.67

AAE – 21 Waterloo

20

5.00

AAE – 15 Edwardsville

19

5.00

Look – Aurora

19

3.95

$$(Ȃ6SULQJȴHOG

18

5.00

AAE – 22 Danville

17

4.50

AAE – 24 Machesney

12

4.92

AAE – 23 Mason City

12

4.82

AAE – 10 Rockford

11

4.91

AAE – 25 Cedar Rapids

11

4.91

AAE – 05 Quincy

9

4.00

AAE – 14 DeKalb

8

5.00

AAE – 08 Moline

6

4.83

Look – North Denver

6

4.67

AAE – 11 Sterling

5

5.00

Look – Montbello

4

4.50

Look – Central Denver

4

3.00

Eye to Eye Care

2

3.00

AAE – 17 Burlington

2

1.00

Look – Westminster

1

5.00

Kips Bay Optical

1

5.00 3


our practices All About Eyes $OO$ERXW(\HVFRQVLVWVRIVWRUHVORFDWHGLQΖOOLQRLVDQGΖRZD7KHȴUVW location was founded in Bloomington, Illinois in 2005. The mission of each store is to empower people to achieve their vision.

Kips Bay Optical Kips Bay Optical is a single practice located in New York, New York. The optical practice was opened in 1976 by Dr. Kenneth Scherick and focuses on building long-lasting relationships with its patients.

Wilson Eye Center Wilson Eye Center is located in Valdosta, Georgia and consists of 12 exam rooms, 6 pretest rooms, a surgical suite, optical delivery service, and much more. The practice began in 1981 by Dr. Steven Wilson and sets patients as its number one priority.

Look Optical Look Optical is a multi-location practice with 5 stores in the Denver metro area. The venture began in 1981 by brothers and opticians Jay and Leon Talyai who crafted the glasses by hand. Their focus is still the same as in the beginning: providing quality eye wear and exams to the Denver area.

Eye to Eye Care The Highlands Ranch practice is located in Colorado and has been seeing patients since March 2001. This optical practice has more than 65 years of combined experience and seeks to provide its patients with quality care and top notch patient education.

Palisades Optometrics This single location practice is located in Leonia, New Jersey and was opened by Dr. Ronald Luxenburg. Dr. Luxenburg and his team are experts in contact lenses and orthokeratology. Their focus is on providing high-quality, modern exams and eyewear to their patients.

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THE SPECTACLE


how we’ve grown Written by Will Hackney, AAE

2QHRIWKHČ´UVWWKLQJVWKDWΖZDVWROGZKHQΖZDV recruited to join the All About Eyes family was to expect tremendous growth. That still rings true 11 years later! Not only has the company expanded within itself, but it has also led to growth for many of the employees that we have asked to join our team. :KHQΖVWDUWHGWKHFRUSRUDWHRÉ?FHFRQVLVWHGRI a one-person team that worked within a room that was less than 100 square feet, and the production team made lenses in the back room. This operation was all held within the original Bloomington, Illinois location. Not only did the corporate and production teams eventually outgrow their spaces, the Bloomington location did as well! This led to a tremendous renovation WKDWGRXEOHGWKHRULJLQDOUHWDLOČľRRUVSDFHDQG added two doctor lanes full of equipment.

Growth is never by mere chance; it is the result of

forces working together. – James Cash (JC) Penney

Visionary Eye Partners hasn’t only grown the retail side, the production operation has grown to become one of the top producing optical labs in the nation ranked eleventh overall as of 2017 sales. Will we grow into the top ten with 2018 sales? Visionary Eye Partners does not expect the growth cycle to slow down anytime soon which leaves plenty of doors open for opportunities. With new locations continuing to join our family, we are not looking for complacency; we are looking for symbiotic relationships. The harder that you work, the more Visionary Eye Partners will assist in your own growth.

2018 Q4 - FALL EDITION

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chris’ corner (of the universe) Written by Chris Aguirre, AAE

Promoting Personal Growth of Individuals in Your Locations In the last Spectacle, I discussed some ways we can continue to promote our own growth and continue to push ourselves to be better individuals. Now, let us take it a step further and discuss how we can continue to drive our employees not only to advance at a store level EXWDOVRGHYHORSLQWRGL΍HUHQWSRVLWLRQVZLWKLQWKHFRPSDQ\

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THE SPECTACLE


The most important way to encourage our VWDÎ?PHPEHUVLVWROHDGE\H[DPSOH$VVWRUH managers, we continue to grow within our stores in many ways. The changes we make in ourselves for All About Eyes are a learning RSSRUWXQLW\IRURXUVWDÎ?DERXWKRZWRHPEUDFH WKHGLÎ?HUHQWUROHVZLWKLQWKHFRPSDQ\7KLV in turn helps them want to do more things of increased importance and further their careers as well. Conducting regular one-on-one conversations with employees provides a great opportunity WRGLVFRYHUZKDWHDFKVWDÎ?PHPEHUDVSLUHVWR accomplish in their careers. These conversations JLYHXVDFKDQFHWRČ´JXUHRXWWKHVSHFLDOVNLOOV an employee has that we are not yet utilizing. )RUH[DPSOHZHPD\Č´QGWKDWRXUQHZHVW optician has a passion for graphic design and has a degree in the area. Perhaps that individual PD\KDYHPRUHWRRÎ?HULIWKH\VSHQWWLPH working with our design team. Maybe your doctor technician builds mobile apps in their spare time and could work with our corporate RÉ?FHWRGHYHORSQHZLGHDVIRUDQDSSOLFDWLRQ RUDVVLVWZLWKZHEVLWHFRQČ´JXUDWLRQV0DQ\ leaders within our company started out doing DFRPSOHWHO\GLÎ?HUHQWMREXQWLOZHGLVFRYHUHG their hidden talents. You could have a hidden leader on your team and not even know it yet. $OOLWWDNHVLVJHWWLQJWRNQRZVRPHRQHWRČ´QG out.

organized and store reporting consistent. Having opticians perform tasks like reorganizing WKHJDOOHU\DQG323PD\KHOS\RXČ´JXUHRXWWKDW someone is very talented at facing merchandise in the store. This discovery could help them transition into a position that could help standardize and advance the marketing process for the company. Professional development plans are a great tool to use when setting goals, attaining them, and creating new ones. Make sure you are talking to your employees regularly and have conversation opportunities always available. It is important WRFRQWLQXDOO\HYDOXDWH\RXUVWDÎ?WRGHWHUPLQH their desire to advance in the company and their readiness to do so. Just because you believe a VWDÎ?PHPEHULVUHDG\WRGRVRPHWKLQJGLÎ?HUHQW does not mean they are ready, or willing, to take that next step. It is imperative that we, as managers, provide our employees with the training and development they need to have FRQČ´GHQFHLQWKHPVHOYHV:HGRWKLVWKURXJK constant coaching and mentoring. Then, when the time is right, they will be ready to take the next step and succeed.

Finding out the strengths and weaknesses DPRQJRXUVWDÎ?LVDQRWKHUZD\WRSURPRWH SHUVRQDOJURZWK2QHZD\WRČ´QGWKHPRXWLV to rotate jobs and responsibilities. You may Č´QGDQRSWLFLDQLVSDUWLFXODUO\JLIWHGDWEXLOGLQJ Excel spreadsheets. They could help create documents to use in their store and throughout WKHFRPSDQ\WRKHOSNHHSVWDÎ?PHPEHUV

2018 Q4 - FALL EDITION

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workaversaries q4, 2018 AAE 02 Champaign . . . . . . . . . . . . . . 12/22 . . . . . . . . . . . . . . . . . . . 12 years AAE 03 Peru . . . . . . . . . . . . . . . . . . . . 11/19 . . . . . . . . . . . . . . . . . . . 11 years AAE 06 Mattoon . . . . . . . . . . . . . . . . 10/13 . . . . . . . . . . . . . . . . . . . 10 years AAE 07 Belleville . . . . . . . . . . . . . . . . 12/11 . . . . . . . . . . . . . . . . . . . 10 years AAE 12 Peoria . . . . . . . . . . . . . . . . . . 12/20 . . . . . . . . . . . . . . . . . . . 8 years $$(6SULQJȴHOG . . . . . . . . . . . . . . 10/22 . . . . . . . . . . . . . . . . . . . 6 years AAE 17 Burlington . . . . . . . . . . . . . . 11/19 . . . . . . . . . . . . . . . . . . . 6 years AAE 21 Waterloo . . . . . . . . . . . . . . . . .10/7 . . . . . . . . . . . . . . . . . . . . 5 years AAE 22 Danville . . . . . . . . . . . . . . . . . .12/3 . . . . . . . . . . . . . . . . . . . . 5 years AAE 23 Mason City . . . . . . . . . . . . . . 12/30 . . . . . . . . . . . . . . . . . . . 5 years

STORE BIRTHDAYS

Christa Dunt . . . . . . . . . . . . . . . . . Wilson . . . . . . . . . . 11/17 . . . . 14 years Dan Stevens . . . . . . . . . . . . . . . . . . AOL . . . . . . . . . . . 12/18 . . . . 12 years Sara Young-Armstrong . . . . . . . Support . . . . . . . . . 11/26 . . . . 11 years Sarah Baracani . . . . . . . . . . . . . . Support . . . . . . . . . 12/31 . . . . 11 years Sun-hee Park . . . . . . . . . . . . Look N Denver . . . . . . 11/14 . . . . . 7 years Alecia Pina . . . . . . . . . . . . . . . . . . Wilson . . . . . . . . . . 12/12 . . . . . 7 years Amanda Knottnerus . . . . . . AAE Burlington . . . . . . 10/8 . . . . . 6 years Cristina Sinclair . . . . . . . . . .AAE Champaign . . . . . 10/14 . . . . . 6 years

5+ YEARS

-H΍UH\+HQOLQH . . . . . . . . . . AAE Bloomington . . . . . 10/22 . . . . . 6 years April McGinnis . . . . . . . . . . . . . . Support . . . . . . . . . 11/5 . . . . . 6 years Will Blythe . . . . . . . . . . . . . . . . . . . . IOL . . . . . . . . . . . 12/10 . . . . . 6 years -H΍&KX . . . . . . . . . . . . . . . . .AAE Machesney . . . . . 11/4 . . . . . 5 years Shelby Doser . . . . . . . . . . . . . . AAE Rockford . . . . . . 11/8 . . . . . 5 years Charmi Shiyarwala . . . . . . . . . .AAE Peru . . . . . . . . 12/2 . . . . . 5 years

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THE SPECTACLE


Leslie Estrada . . . . . . . . . . . . . . .Look Aurora . . . . . . . .12/22 . . . . . 4 years Jayn Bridges . . . . . . . . . . . . . . . AAE Mason City . . . . . . . 10/5 . . . . . 3 years Stephanie Papesh . . . . . . . . . AAE Bloomington . . . . . . 10/5 . . . . . 3 years Lilyana Chacon-Carnero . . . . Look Montbello . . . . . . .10/26 . . . . . 3 years Lilian LaHoud . . . . . . . . . . . . . . .Look Aurora . . . . . . . . 11/2 . . . . . 3 years Kimberley Martinez . . . . . . . . . . .Eye to Eye . . . . . . . . . 11/4 . . . . . 3 years Mitchel Beatty . . . . . . . . . . . . . . . . . . AOL . . . . . . . . . . . . 11/9 . . . . . 3 years Nicole Snow . . . . . . . . . . . . . . . . . . . . AOL . . . . . . . . . . . . 11/9 . . . . . 3 years Eric Wilkening . . . . . . . . . . . . . . AAE Waterloo . . . . . . . 11/9 . . . . . 3 years Samantha Dawson . . . . . . . . AAE Bloomington . . . . . .11/16 . . . . . 3 years Michael Papageorge . . . . . . . . . . . . . AOL . . . . . . . . . . . .11/16 . . . . . 3 years Camilla Martinez . . . . . . . . . . . Look N Denver . . . . . . .11/23 . . . . . 3 years Selena Barrera . . . . . . . . . . . . . . . . . AOL . . . . . . . . . . . .11/23 . . . . . 3 years Danielle Vaughn . . . . . . . . . . . . . . . Wilson. . . . . . . . . . . 12/1 . . . . . 3 years Jessica Breen . . . . . . . . . . . . . . . . . AAE Peru . . . . . . . . . 12/2 . . . . . 3 years Ana Acevedo Soto . . . . . . . . . . Look N Denver . . . . . . . 10/3 . . . . . 2 years Meghan Dryden . . . . . . . . . . . . . AAE Peoria . . . . . . . . . 10/3 . . . . . 2 years Victoria Massey . . . . . . . . . . . . . . . . Wilson. . . . . . . . . . . 10/3 . . . . . 2 years Alissa Siwinski . . . . . . . . . . . . . . . . AAE Peru . . . . . . . . .10/25 . . . . . 2 years Cyndi Nation . . . . . . . . . . . . . . . . AAE Forsyth . . . . . . . . 11/1 . . . . . 2 years Lindsey Fagelman . . . . . . . . . . . . .Eye to Eye . . . . . . . . . 11/1 . . . . . 2 years Anna Stevens. . . . . . . . . . . . . . . AAE Mattoon . . . . . . . .11/23 . . . . . 2 years Chelsea Shoger . . . . . . . . . . . AAE Bloomington . . . . . .12/15 . . . . . 2 years

Jennifer Karr . . . . . . . . . . . . . .AAE Edwardsville . . . . . . 10/1 . . . . . Angelica Norman . . . . . . . . . . . AAE Rockford. . . . . . . . 10/9 . . . . . Sarah Randall . . . . . . . . . . . . AAE Bloomington . . . . . .10/10 . . . . . Tyler Waits . . . . . . . . . . . . . . . . . . . . . .IOL . . . . . . . . . . . .10/16 . . . . . Kristen Wrigley . . . . . . . . . . . . . AAE Belleville . . . . . . . .10/16 . . . . . Rebecca Brown . . . . . . . . . . . . . AAE Waterloo . . . . . . .10/30 . . . . . Arpi Shrestha. . . . . . . . . . . . . . . . . . Wilson. . . . . . . . . . . 11/1 . . . . . Hilary Doyle . . . . . . . . . . . . . . . . . . Support . . . . . . . . . . 11/2 . . . . . Mariah Cotton . . . . . . . . . . . . . AAE Champaign . . . . . . 11/6 . . . . . Susanna Shabanyan . . . . . . . . Look N Denver . . . . . . .11/13 . . . . . Cassandra Hoveland . . . . . . . AAE Mason City . . . . . . .11/20 . . . . . Cynthia Wenger . . . . . . . . . . . . . . Palisades . . . . . . . . .11/20 . . . . . Miriam Torres . . . . . . . . . . . . . . .Look Aurora . . . . . . . .11/23 . . . . . Diana Miranda . . . . . . . . . . . . . . AAE DeKalb . . . . . . . .11/27 . . . . . Allison Jackson . . . . . . . . . . . . AAE Mason City . . . . . . . 12/5 . . . . . Evan Kelly . . . . . . . . . . . . . . . . . . .AAE Sterling . . . . . . . .12/18 . . . . . Jared Heath . . . . . . . . . . . . . . . Look N Denver . . . . . . .12/18 . . . . . Brooke Wabel . . . . . . . . . . . . . . . . Support . . . . . . . . . .12/27 . . . . . Victoria Hawkins . . . . . . . . . . . . . . . . AOL . . . . . . . . . . . .12/28 . . . . .

2018 Q4 - FALL EDITION

1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year

2 - 4 YEARS

1 YEAR

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room to grow Written by Dr. Diana Miranda, AAE

ΖQRUGHUWREHDEOHWRJURZSHUVRQDOO\\RXČ´UVW need to admit that you have a problem, I mean, room to grow. This became apparent to me DWDJHLQP\Č´UVWVHPHVWHURIRSWRPHWU\ school. It came at me like a smack in the face and woke me up to reality. Up until this point, school and studying had always been easy for me, and I had always been top of my class. I began to think that the only explanation was that I just had to be smarter than most people and didn’t need to grow much in the way of intelligence. Well, let me tell you I was wrong. 0\Č´UVWH[DPLQ+XPDQ$QDWRP\NLFNHGP\ butt. I had never failed a school test before. I always thought that I could accomplish anything that I put my mind to. When I looked at that failing test grade, reality set in. There are many smarter people than me out there and my RSWRPHWU\VFKRROFODVVPDWHVZHUHGHČ´QLWHO\ some of these folks. After I picked myself up from this defeat – with the help of my husband’s support – I studied with classmates, met with my instructor, and worked harder than I ever had before for the next exams. As a result, I EHJDQWRKDYHDGLÎ?HUHQWRXWORRNRQJURZWKΖ wasn’t as intelligent as I thought I was. I became open to asking for help. I had a lot to learn and a lot of room to grow. Expanding our knowledge base is just one way to grow. Improving how we interact with others is another. Sometimes, what we hear ourselves say to others sounds GLÎ?HUHQWIURPZKDWWKH

10

other person hears. Yes, it’s all perception, but perception is a person’s reality, like when I thought that I was smarter than most other SHRSOH:HFDQWDNHWKHIDFWWKDWGLÎ?HUHQW SHRSOHSHUFHLYHWKLQJVGLÎ?HUHQWO\WRRXU advantage if we’re willing to accept feedback IURPGLÎ?HUHQWYLHZSRLQWVΖPLJKWHGXFDWH a patient on the health implications of overwearing their contact lenses, but the patient might perceive this as me scolding them. I am not their parent and don’t want them to feel that way. I want the patient to understand that I’m working with them, on their side, to help improve the health of their eyes so that they can continue to wear contact lenses for as long as they would like to. When I began practicing, I asked another optometrist to observe me during an exam and give me feedback around the patient education portion of my exam. I took this doctor’s suggestions into serious consideration and responded to the feedback by adjusting and improving the way that I educate patients. I believe that this has helped me grow my loyal patient base over the years. I have learned many lessons in my career thus far and look forward to learning many more in the years to come. I truly believe that every day I learn something new from a co-worker, patient, or family member it has been a good day. Learning something new enables me to grow, improve, and move forward. We are all so GLÎ?HUHQWDQGKDYHVRPXFKWROHDUQIURPRQH another. Let’s be open to feedback, act on it, and provide feedback to each other so all of us can grow to become an even more amazing team than we already are! I’ll start. My name is Diana Miranda. I work at the DeKalb location and I have room to grow.

THE SPECTACLE


the power of caring Written by Colin Cochran, Look & Eye to Eye Care

Many years ago, I read How to Win Friends and ΖQȵXHQFH3HRSOH by Dale Carnegie and it changed my life. The biggest key I took from the book was to take a genuine interest in those around you. )DVWIRUZDUGȴYH\HDUVDQGΖIRXQGP\VHOI running a small optical boutique in a busy mall. Day after day, potential customers would walk in and get greeted with a cheerful “How can we help you?” Day after day, we were brushed aside by a “just looking” or a “no thank you.” It was disheartening to be constantly repelled, and P\VWD΍EHJDQUHVHQWLQJSRWHQWLDOFXVWRPHUV coming in as very few people seemed interested in opening up and having a conversation about glasses. As a way to break up this predetermined initial interaction, we decided we would no longer start any conversation with any form of “Can we help you?” Instead, we set RXWWRȴQGQHZFRQYHUVDWLRQV7KHHDVLHVWZD\Ζ IRXQGWREUHDNGRZQSHRSOHȇVZDOOVZDVWRȴQG something I genuinely found interesting about their appearance and compliment it. After several days of opening with compliments, something fascinating happened: work became IXQΖQVWHDGRIHLWKHUEHLQJEUXVKHGR΍ consistently or bull-rushed with issues, I was having fascinating conversations about people’s passions. Instead of resenting the next person coming in, I was looking forward to the next interaction. Our sales increased as well, not EHFDXVHZHZHUHR΍HULQJDQ\WKLQJGL΍HUHQWEXW because we were naturally uncovering needs that we could tie our products to.

As I searched for the positive in every person I interacted with, I started only seeing positives, DQGSHRSOHIHGR΍WKDWSRVLWLYHDWWLWXGHΖZDV searching for ways to make their lives better and they responded. These days I lose sight of this from time to time. During months when the numbers are down, it’s easy to focus on the numbers rather than the people. Now that we are in the midst of explosive growth where the number of stores and patients are growing and conversion rates are high, it’s easier than ever to lose sight of the core of our success. The success we may achieve is simply caring: caring about the customers and caring about our fellow employees. The more we care about who they are, the more we can help them. The more we can help them, the better we will do. Take a moment today to appreciate those around you. See what they do well and share it! Not only will it make their day better, but it will make yours better as well.

I thought I had found a sales hack: compliments equals sales. Looking back, the real change was my attitude. Instead of viewing making a sale in a negative light and as a challenge I needed to overcome, I started focusing on positive aspects.

2018 Q4 - FALL EDITION

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networking as a tool for marketing Written by Megan Sawchuk, AAE

Everyone knows that word of mouth is one RIWKHPRVWHÎ?HFWLYHZD\VWRLQFUHDVHQHZ SDWLHQWWUDÉ?F3HRSOHZLOOWUXVWWKHRSLQLRQ and experience of someone they know over most advertisements. 88% of consumers place a high level of trust in word-of-mouth recommendations from people they know. We constantly strive to be obsessed with great service and the best product quality, but we can push the boundaries outside of the store to increase the odds that others will be talking about us. I’m talking about creating opportunities through networking to local businesses. Given the chance, we can get other businesses to get excited about us and talk about what we RÎ?HU7KLVLVZKHUHZHFDQVWDUWWRJHWFUHDWLYH and build relationships with employers and EXVLQHVVHVLQWKHDUHDWKDWZRXOGEHQHČ´WIURP having a “go-toâ€? eye care provider. Is there a major employer that has an insurance we’re a provider for? Get your foot in the door and connect personally with their Human Resources department. Get them involved with the referral process and then when employees ask who takes their insurance they have our information ready to go.

12

Another opportunity is when employers give an allowance for safety eyewear. The more safety accounts we have, the more employees are being directed to us for their prescription protective eyewear. And of course, we’re happy to schedule their exams and order their street glasses. Even when our contract is not exclusive, we are able to spread word-of-mouth referrals to the other employees when we treat our patients like they truly matter. Don’t forget the local labor unions! A lot of XQLRQVWHQGWRRÎ?HUČľDWDOORZDQFHDQGGHFOLQLQJ EDODQFHSODQV8QLRQRÉ?FHVFDQRIWHQEXLOG loyalty to a particular provider if we make the process easy for them. By networking with the ULJKWSHRSOHDQGČ´QGLQJWKHULJKWRSSRUWXQLWLHV ZHFDQHDUQDWUXVWHGUHIHUUDOWKDWFDQLQČľXHQFH hundreds of employees. The more contact we can make with other businesses in the community, the more we increase our chances of spreading positive word RIPRXWK7DNHWKHLQLWLDWLYHWRČ´QGPXWXDOO\ EHQHČ´FLDODUUDQJHPHQWVDQGPDNHSDUWQHUVKLSV even in unlikely places. Be the face of your store and hit the pavement. Make phone calls and face-to-face visits and come prepared to build trust and loyalty by being a brand ambassador.

THE SPECTACLE


Top 10 Resources for Professional Development

HOW TO NETWORK TO OTHER BUSINESSES

DO • Ask what we can do to help them or how we can make things easier. • Come prepared to answer questions and explain why they should refer others to us. • Follow up after the initial visit. ȏ&DOODKHDGDQGȴQGRXWZKR you should speak with and what is the best time to reach them.

DON’T • Make a one-sided deal. We are there to help them. • Forget to bring business cards and information for face-toface meetings. • Make contact once and expect quick results. • Just stop in and talk to whoever is available. • Forget to do your research.

• Understand who you’re talking to and what their needs are.

2018 Q4 - FALL EDITION

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overcoming adversity Written by Ann Roberts, AAE

A big topic at meetings and in the stores is overcoming adversity. Growth builds and strengthens VHOIFRQČ´GHQFH7KHJUHDWHVWVRQJVZRUNVRIDUWDQGOLWHUDU\SLHFHVKDYHEHHQFUHDWHGE\WKRVH who have experienced the depths of despair, loss, and emptiness but overcame them. Experiencing sadness and loss, and then rising above them, builds hope and triumph. It makes you stretch and become more than you were.

Accomplish something.

Take good care of yourself.

Set goals for yourself and then push yourself WRUHDFKWKHP6HOIFRQČ´GHQFHVRDUVZKHQ\RX know you can do what you put your mind to. It makes you feel unstoppable. Likewise, strive to achieve mastery. Mastery experiences are those for which you know you have worked hard and VXVWDLQHGJUHDWHÎ?RUWWRDFKLHYHVXFFHVV

:KHQ\RXDUHČ´WLQJRRGKHDOWKDQGPDNHD point of looking your best, you can’t help but IHHOFRQČ´GHQW7KLVLVGLÎ?HUHQWRIFRXUVHIURP comparing your looks to others. It’s about being comfortable with you. Everyone looks good when they’re in good shape, well groomed, and healthy. You can’t help but have a glow about you when you take good care of yourself.

Confront your fears. 7KHUHȇVQRWKLQJWKDWGHVWUR\VVHOIFRQȴGHQFH more than succumbing to fear. Everyone feels fear at various times; we’re human. However, facing circumstances with courage and poise can VWUHQJWKHQFKDUDFWHUDQGEXLOGVHOIFRQȴGHQFH Put yourself out there! If you’re afraid to meet new people, attend social events, etc.; don’t VWD\KRPHDQGIUHW$FWLRQVEXLOGFRQȴGHQFH2I course you’ll feel – and probably be – awkward WKHȴUVWIHZWLPHVLQQHZVLWXDWLRQVEXWWKH more you do it, the better you’ll get, and the better you’ll feel about yourself.

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6HOIFRQČ´GHQFHLVDEVROXWHO\HVVHQWLDOWR achieving success in any endeavor. You acquire it by doing, learning, accomplishing, and persisting.

THE SPECTACLE


let the product talk Written by Adam Scherick, Kips Bay Optical

When discussing lens options with a patient we often use the product to sell itself. Imagine you are new to wearing glasses and the optician is H[SODLQLQJDQWLUHČľHFWLYHFRDWLQJSKRWRFKURPLF lenses, and polarized lenses in addition to discussing what type and material of lens you need. For many people this can be very overwhelming and confusing. Certain patients might decline those options merely because WKH\GRQȇWXQGHUVWDQGWKHIXOOEHQHČ´WVRIWKH product. Instead of just verbally explaining the products, demonstrate them to the patient. The idiom “A picture is worth a thousand wordsâ€? is true when it comes to selling extra add-ons for glasses. In this case, the picture is the actual product itself. :KHQH[SODLQLQJDQWLUHČľHFWLYHFRDWLQJΖKDYH the patient try on a frame that has one lens coated and one that isn’t coated. While the patient is wearing the frame, I explain the EHQHČ´WVRIWKHFRDWLQJVXFKDVKRZLWDOORZV more light through the lens, makes the lenses scratch resistant, and reduces headlight glare, which in return creates better vision for the SDWLHQW$IWHUVHHLQJWKHGLÎ?HUHQFHEHWZHHQWKH lenses, the patient is usually more inclined to add that feature. Photochromic lenses are easier to demonstrate than explain. Photochromic lenses are available LQGLÎ?HUHQWEUDQGVVXFKDV7UDQVLWLRQV LifeRx, SunSensors, PhotoFusion, and Sensity. 6LQFHHDFKEUDQGUHDFWVGLÎ?HUHQWO\DQGKDV VOLJKWGLÎ?HUHQFHVLQWKHFRORUZHXVXDOO\XVH RQHEUDQGLQRXURÉ?FH:KHQGLVFXVVLQJ photochromic lenses, our opticians use sample lenses of each color available. The optician then uses a UV pen light to activate each lens which

2018 Q4 - FALL EDITION

reveals the transition process. Demonstrating this technology provides a better understanding of the product which in return increases sales. Another lens option that is easier to demonstrate than explain is polarized lenses. We know that one advantage of polarized lenses LVQRWKDYLQJWRDGGWLQWZKLOHEHLQJDEOHWRRÎ?HU a simpler option for the patient. For example, LQRXURÉ?FHZHRÎ?HUSRODUL]HGJUH\EURZQ and G15. When discussing colors, we show a sample of all three lenses and discuss with the patient which lens color would be best for their situation. When explaining to patients the GLÎ?HUHQFHEHWZHHQWLQWHGDQGSRODUL]HGOHQVHV we have two sample frames. One has just a solid tint and the second has polarized lenses. We then have a light box that lets the patient compare the two lenses and see how glare is eliminated with the polarized lenses. After the patient sees that the glare disappears with the polarized lenses, they usually decide on the polarized option. %\GHPRQVWUDWLQJWKHEHQHČ´WVRIWKHVHDGG ons, the patient feels in control of the decisionmaking process. Now that the patient is more knowledgeable, they will be able to make a more informed decision and in return take better care of their eyesight.

NO COATING

vs.

AR COATING

15


sweat the details Written by Heather Gaskins, Wilson Eye Center

In any business, growth is critical to continued VXFFHVV7KHUHDUHPDQ\IDFWRUVWKDWLQČľXHQFH the growth of an organization. Good business leaders are always looking for ways to grow, and RXURSWLFDOFRPPXQLW\LVQRGLÎ?HUHQW

same consumers expect nothing less on their optical services and materials. Instant satisfaction!

:KHQDSDWLHQWFRPHVLQWRWKHRÉ?FHWKH\ have set aside their time and chosen our RÉ?FHIRUWKHLUH\HFDUHQHHGV:HVKRXOG Wilson Eye Center is found in Valdosta, Georgia take this as the highest compliment for we all which is a tight-knit, small southern community know how valuable time is. From the moment with a population of 60,000 people. Wilson Eye you are aware that a patient is coming to your Center has been voted “Best Opticalâ€? in South RÉ?FH\RXVKRXOGEHSUHSDULQJWRJLYHWKHPWKH Georgia for over 18 years, was named to the 250 0RVWΖQČľXHQWLDO2SWRPHWULVWSDQHODQGUHFHLYHG ultimate customer service experience. One way you can start is by preparing the paperwork Cooper Vision’s 2015 Best Practice Award as well and insurance before the patient ever arrives. as Transitions’ 2016 Innovator Award. Patients also appreciate Even with all the growth We can all agree: technological perks such and change that Wilson as online registration, Eye Center has seen over money, & LQVXUDQFHYHULČ´FDWLRQ the years, some things and digital appointment have stayed the same. Dr. reminders. :LOVRQLVDČ´UPEHOLHYHU

time, customer service are vital.

that “sweating the details� is key to success. Premium optical sales are important to any optical shop, but for sustained growth there is much more than sales. Sweating the details is all about creating the ultimate patient experience.

When we stop and think about what is important to our patients, we can all agree: time, money, and customer service are vital. These three things have to be a package deal in order to create that ultimate customer experience. All patients have the option of shopping online and even having online vision exams. Amazon’s idea of quick, free delivery is all about creating the ultimate customer service experience. Amazon even pushed Walmart to step up their JDPHDQGWKH\QRZRÎ?HUIUHHSLFNXS7KH internet consumer seeks out money saving RSWLRQVWKDWRÎ?HUTXLFNVKLSSLQJ7KRVH

16

Once the patient walks in the door, every member of the team needs to be on their A game. There should always be an inviting welcome and a thank you that includes a quick explanation of what to expect. Remember your patient’s time is important and their wait should QHYHUH[FHHGPLQXWHV7KLVNHHSVWKHRÉ?FH ČľRZLQJVPRRWKO\DQGPDNHVWKHSDWLHQWDZDUH WKDWWKH\DUHLPSRUWDQW7KLVLVWKHČ´UVWVWHSLQ ultimate customer service, and there is no better way to show the patient that they are important than by respecting their time. The next step to the ultimate customer service experience is value. That does not mean cheap. Value is all about perception. The patient’s assessment of value is key to EHLQJSURČ´WDEOH(YHU\SDWLHQWKDV DGLÎ?HUHQWSHUFHSWLRQ2QHYHU\ easy step is housekeeping. Frame

THE SPECTACLE


boards and exam rooms should always be tidy and clean, not dusty and unorganized. 0LUURUVZDOOVEDVHERDUGVDQGČľRRUVVKRXOG always be spotless. Create the perception of value. When you walk into an upscale department store such as Nordstrom it is clean and organized, it smells nice, and you DUHDOZD\VZHOFRPHG7KHUHLVDGLÎ?HUHQWIHHO when you walk into an outlet store. The door buzzes, it is very rare that anyone speaks, there LVVWXÎ?RQWKHČľRRUDQGLWHPVDUHLQGLVDUUD\ There is no argument that Nordstrom’s brand evokes a high level of value. Optical spaces are QRGLÎ?HUHQWDQGFUHDWLQJWKDWSHUFHSWLRQFDQ be simple. Spend time cleaning, organizing, and getting rid of any clutter. Creating a higher sense RIRÉ?FHYDOXHWR\RXUSDWLHQWVLVHDV\ZLWKD little bit of cleaning. Seal the deal with ultimate customer service by treating the patient the way you want to be treated. Anyone that works in customer service knows that it is not always easy. At Wilson Eye Center, the customer service motto is S.W.E.E.T. which may sound clichĂŠ for a southern location like Wilson Eye Center. S.W.E.E.T. stands for: “So We Exceed Expectations Todayâ€?. For many years, that is what Wilson Eye Center has focused on to NHHSVWDÎ?PRWLYDWHGDQGHQFRXUDJHG:KRFDQ be S.W.E.E.T. when they lose motivation? Lack of motivation impacts every patient encounter, reduces the amount of the sale, and can even lead to the potential loss of a repeat patient. (YHU\VWDÎ?PHPEHULVGLÎ?HUHQWDQGLWFDQ be a challenge to know and understand each individual, but it is worth the investment as it FUHDWHVDWULFNOHHÎ?HFW0RVWHPSOR\HHVMXVW want to be valued as that is human nature. We FDQEH6:((7WRRXUVWDÎ?PHPEHUVE\VD\LQJ thank you for a job well done, leaving a note of

2018 Q4 - FALL EDITION

encouragement, or bringing cookies to work to share. If the team believes in the service and product, then sales will come naturally and a WHDPHQYLURQPHQWZLOOJURZ:KHQWKHVWDÎ?DUH encouraged and motivated, the patients will be well cared for. If a patient is treated well, they will spread the word to other potential patients DQGZLOOEHFRPHDOR\DOSDWLHQW/R\DOVWDÎ? equals loyal patients which is the best marketing combo you can have. The optical world is evolving, and more than ever patients are shopping online and not WDNLQJWKHWLPHWRYLVLWDORFDORSWLFDORÉ?FH Growing means sweating the details and giving WKHSDWLHQWDUHDVRQWRYLVLWWKHRÉ?FH7DNHWKH time to invest in every aspect of the service and PDWHULDOVWKDWDUHRÎ?HUHG&UHDWHWKHXOWLPDWH customer service experience one day at a time. Value your patients’ time, create a sense of value LQ\RXURÉ?FHDQGVHDOWKHGHDOZLWK6:((7 customer service. Growth is work. Are you ready to sweat the details?

Planet Sweet 17


stepping out of your comfort zone Written by Kristen Wrigley, AAE

A gentleman came into the store with a pair of glasses he had stepped on and wondered if ΖFRXOGČ´[WKHP0LUDFXORXVO\WKH\ZHUHRQO\ misaligned, but as I was trying to adjust them I heard the terrifying noise of metal ripping apart. I knew in my gut that I broke this man’s glasses. What really happened was one of the screws on the frame was stripped and caused the frame WRSXOODSDUWΖWȇVDQHDV\HQRXJKČ´[EXWDQ overwhelming sense of dread had settled itself in the pit of my stomach. (YHU\RQHJHWVDQ[LRXVDERXWGLÎ?HUHQW things. I have a list of things I worry about but shouldn’t: conference calls, dealing with problem patients, and even manager pairings to name a few. What it boils down to is this: a fear of uncertainty. What if I have to share ideas on the conference call? What if I can’t solve a patient’s

problem? What if I speak nonsense during my manager pairing? You might not know the outcome, but you have to push yourself to do certain things to get out of your comfort zone which will in turn allow you to grow and learn new things in the process. Your comfort zone is your safe place. However, it can also be a place void of growth and opportunity because you are afraid of the unfamiliar. While it’s easier to avoid things that make you uncomfortable, it won’t help you grow as an individual. A valuable resource to help you get out of your comfort zone is Forbes Coaches Council’s “13 Mental Tricks to Get Yourself Out of Your &RPIRUW=RQHČ‹ΖGHČ´QLWHO\UHFRPPHQGORRNLQJ through all of them at some point, but for now here are three I gained the most from.

Rationalize the fear. Pinpoint why your situation is uncomfortable and rationalize why you shouldn’t move forward. If the fear is rooted in facts, don’t do it, but if the fear is based on emotions, try to push through the discomfort. What if you are afraid to speak up during conference calls? Being afraid to share your thoughts on a conference call is 100% emotionally based. Push through the discomfort you might feel and say what you need to say. Participating in conversations will get easier with time, and we are all here to learn and grow together. Don’t let an emotional fear dictate what you do.

That’s one small step for a man...

18

THE SPECTACLE


13 Mental Tricks To Get Yourself Out Of Your Comfort Zone

1. Study Your Physical Manifestations Of Fear Take one small step. It’s natural to oppose change. Try taking small steps into unfamiliar territory. It will trick your brain into action by breaking your goal down into small steps, allowing you to focus on one step at a time until you reach your destination. ΖWZRXOGEHHDVLHUWRSDVVR΍XSVHWSDWLHQWV to those who have a little more experience. Don’t let those opportunities pass by; they are a learning experience. Take it step-by-step with each patient, and if you ever feel yourself getting lost feel free to ask for help with your steps.

Act as if you’re comfortable and just do it. It’s never easy to leave your comfort zone. You have to act like you jump into the unknown all the time and just do it. Once you’ve left your safe space, it gets easier to keep doing it. Talking to people I’m not familiar with intimidates me, so manager pairings get me out of my comfort zone. I have to talk to others I have never met for an entire month, but by the end I have overcome my fear, become familiar with someone else in the company, and learned valuable lessons. Push yourself to do things you aren’t comfortable with; it will get easier. Are you holding back and staying in your FRPIRUW]RQH"0DNHWKHH΍RUWWRGD\WRSXVK through the safety of your comfort zone and plunge into the unknown. You may like what you ȴQGRQWKHRWKHUVLGH

2. Tell Yourself, “I Am Fearless” 3. Recognize Your Reactive Thoughts & Tack A New, Positive Attitude Onto Them 4. Look Up & Around You 5. Revisit Your Greatest Accomplishments 6. Find A Compelling Reason 7. Physically Embody The Change 8. Make It A Habit To Try Something New 9. Reframe What It Means To Be Comfortable 10. Rationalize The Fear 11. Take One Small Step 12. Compare The Worst & Best Possible Outcomes 13. Act As If You’re Comfortable & Just Do It

One giant leap for mankind. – Neil Armstrong

2018 Q4 - FALL EDITION

19


welcome to the family

Addilynn Trentman Daughter of Jodi Seger, Optician at AAE Belleville Sept 1, 2018 Weight: 7 lbs, 12 oz

Shuri Jimerson Daughter of Samantha Jimerson, Corporate Trainer at AAE Edwardsville Sept 27, 2018 Weight: 7 lbs, 13 oz

Do you have a new addition to your family? Email Fallyn at f.stieglitz@visionaryeyepartners.com or Heather at h.lopez@visionaryeyepartners.com to have your little one featured in the next edition of The Spectacle.

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THE SPECTACLE


out & about

Have photos from your store outing? Email Fallyn at f.stieglitz@visionaryeyepartners.com or Heather at h.lopez@visionaryeyepartners.com to have your expedition featured in the next edition of The Spectacle.

2018 Q4 - FALL EDITION

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-VYNV[\ZLYUHTLV

practice facts

:VS\[PVUZMVY+PZ[YPJ[Z

>OH[>L6ɈLY

I N X G C O Z V U T C E N P R

C V P Z N K X C L A C O Q I K

V O L D U A K D T K I E O O K

H J N L F N D A R T R Y R F W

L S R T M B S Q A X T E B O W

V X I Q A T G R V A A P C Z I

P I U N R C E U I N I O Z B E

M C P I E P M L L D E M E Y E

S H A G O Y S O E J P E G K W

E U A C M N Y O T N Y Y Y S Q

E X P A N S I O N S S J O N I

K E U F A L B X Z I X D N V J

R N D L O M J L D I N E Q U B

Y G O L O T A R E K O H T R O

CATASTROPHE 1. Wilson Eye Center has undergone 4 EXPANSIONS CONTACTLENS since its opening. EXPANSIONS

.LSV%D\2SWLFDOR΍HUV exams in English, Spanish, and KOREAN.

2. In 2011, a major EYEPOD CATASTROPHE destroyed All GENERATION About Eyes’ corporate and KOREAN operations. manufacturing

6. Look Optical’s Dr. Thu Cao was rated among the top three best PEDIATRIC optometrists in Aurora, CO this year.

EYEMED

ORTHOKERATOLOGY 3. One insurance all stores PEDIATRIC accept is EYEMED. SPANISH ULTRAVIOLET 4. Palisades Optometrics’ VISION Dr. Luxenburg, optometrist,

has worked as an advisor and clinical consultant for CONTACT LENS designs.

22

L R S O A N T Z O I D D J S S

7. With Eye to Eye Care being a mile higher than sea level, their patients are more exposed to ULTRAVIOLET rays. 9. Look Optical locations can R΍HUH[DPVLQSPANISH.

>OV>L(YL

Learn interesting tidbits about each practice while ȴQGLQJWKHKLGGHQZRUGV 7KHȴUVWȴYHSHRSOHWR fax in their completed word search no later than Friday, December 28 will receive special prizes. Please send faxes to 6 312.310.7147 with the employee’s name and store.

5. Palisades Optometrics R΍HUVQRQVXUJLFDO ORTHOKERATOLOGY eye treatment to correct vision. :LOVRQ(\H&DUHR΍HUV optical deliveries via EYEPOD. 11. Kips Bay Optical is a second GENERATION practice. Their store manager, Adam, is the son of its founder. 12. At Visionary Eye Partners, our mission is to help you achieve your VISION.

Created by Puzzlemaker at DiscoveryEduca THE SPECTACLE


the pet page

Have an adorable pet to share? Email Fallyn at f.stieglitz@visionaryeyepartners.com or Heather at h.lopez@visionaryeyepartners.com to have your furry or not so furry friend featured in the next edition of The Spectacle.

2018 Q4 - FALL EDITION

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The Spectacle Q4 2018  
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