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July 10, 2013

In This Edition

Today's Vision

dba q&a
Dispensing Incentives

In Your Employ
'Roast and Toast'

Trust but Verify

The Waiting Game



Today's Vision Expands Beyond Texas with Prospective Licensees Across the Country

By John Sailer

HOUSTON, Texas—With 41 locations in Texas and one in Oregon, it's clear that Today's Vision's focus has been primarily on Texas. Now, with final negotiations in the works with prospective licensees in states as far apart as California, Maryland and North Carolina, that is starting to change. Currently, Today's Vision is ranked 28 on Vision Monday's Top 50 U.S. Optical Retailers, up from number 27 the previous year. With more locations in the works, that has the potential for change as well.


dba q&a

Show Them the Money:
Financial Incentives Improve Sales

Paying the optical dispensing staff more money as a reward for reaching and exceeding sales goals is an effective way to encourage them to sell more. It's a basic and simple tactic that many mid-size regional and local optical retailing groups use to achieve success. Some pay "spiffs" for selling add-ons while others pay a percentage of overall sales. When sales goals are not achieved, incentives are not paid.

The following companies told dba how they use financial incentives to encourage their dispensing staff to reach and surpass their goals: Gordon A. Bishop, FNAO, ABOC, RO, CEO and president, Sunland Optical; Matt Matthews, president, Crown Vision Center; Mark Johnson, director of optical services, Virginia Eye Institute; and David H. Hettler, OD, Drs. May & Hettler.


In Your Employ

'Roast and Toast' Surprises Husband and Wife Founders of The Hour Glass

TALLAHASSEE, Fla.—When the CEO of The Hour Glass, James A. Stephens, OD, FAAO, walked into a room full of employees one night last month, he expected to lead a corporate awards presentation. Instead, he and his wife Alice were met with a standing ovation followed by a "Roast and Toast." Honored for their many years of service in the optical industry, there was far more toasting than roasting of James and Alice Stephens.



'Trust but Verify' and '15-minute Spot Checks' – Checks and Balances for Multi-Location Practices

By Jay Binkowitz and Evan Kestenbaum, MBA, dba Contributors

Our days are all too often filled with putting out fires, seeing too many patients, and somewhere, in the brief few minutes left, thinking about running and growing our businesses. The bottom line is we fall into a routine that causes us to be too busy to make money. We actually take our eye off the ball and end up far from the desired outcomes we envisioned. Let's break this mold and set up a system that does not need us. Consider Trust but Verify and 15-minute Spot Checks.

Trust but verify is a very powerful strategy that successful businesses adopt. We know our staff is working hard and means well, but that does not guarantee that they are doing what we need when we need it. It's all part of the human condition, so we need a strategy to support our staff's ability to achieve success, both for you as well as for themselves.



What Do Patients Value Most in an Eyecare Professional's Waiting Room?

NEW YORK—A friendly receptionist and a comfortable environment are what patients value most in an eyecare professional's waiting room, according to The Waiting Game, a new report from Jobson Optical Research. A majority (58.5 percent) of the 4,738 respondents in the December 2012 study cited "friendly receptionist" as "very important" in the waiting room of an eye doctor's office, while 45 percent felt that "comfortable chairs" and a "comfortable temperature" were "very important."



John Sailer, Senior Editor

Send us news about your mid-size regional optical chain or optometric group, provide us with subjects and/or questions for a future dba q&a or let us know what topics you'd like to see covered. Contact dba's Editor John Sailer at jsailer@jobson.com.

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