‘Looking good’ also applies to your practice. From the moment that someone walks in the door, they notice every little thing- probably more so than you or anyone that works there. Of course, they usually don’t mention anything that might be ‘off’, because most people are geared to be polite and not complain until things get really bad. They just don’t comment, then never come back. That’s why we wanted to try and use this issue to address some of the ‘little things’ in business that can often get pushed aside for various reasons, such as they “cost too much”, or “don’t generate revenue”. These things are all about how you present your business to everyone else, like logos, branding, patient comfort, and a whole host of other ‘little things’ that tend to be incidental in the business. These aspects are becoming more important to our specific field, as independent opticals need to stand out more to be able to differentiate themselves from the larger stores.
That’s why we’re focusing on a lot of non-optical-specific topics. As the nature of eyewear evolves, it’s not just about ‘selling a pair of glasses’. It’s about the whole experience of a patient from the moment they enter your office, through the exam and eyewear (as appropriate), and out the door. You need to give them the type of service they aren’t getting by going online or to a big-box store. That’s the value of the independent optical shop – your ability to create a unique atmosphere to help give your patients the best vision possible.
- Bill Heffner IV