Recently, an optometrist voiced this concern, while asking for advice. They said:
“My frame sellers are always worried about being too pushy. I can’t get them to increase sales. What do I do?”
This is one of most common complaints that I hear from practice owners and practice managers. Their staff is overly worried about patient perception and under concerned about sales. So, what is the solution? I would offer 3 steps to increase sales and motivate staff.
First: Spiff or bonus your employees. The number one way to persuade your sellers to increase sales is to offer them a chance to make more money. I talk about this more in the ProSight Success system, but in brief, here is one way. Determine number of frames you need to turn your frame board over 2.5 times in a year. Divide that number by your business days. Bonus your staff any time they exceed that number in a day with things like breakfast and coffee. Additionaly, you can cash bonus them when they exceed those numbers for a month (number of frames x 2.5 divided by 12).
Second: Demand it. Gather your sellers together and explain this necessary component of their job. You sell eye care fashion. Your frame sellers are salespeople. Then, evaluate them accordingly. You’ll quickly find out which employees are the ones you need and which you don’t.
Third: Begin the frame selling process in the exam room. I can’t tell you how many doctors refuse to do this. But here is the truth: many people have some manner of frame contribution accompanying their exam benefits. Don’t let that go to waste. Even with no change, your patients should not waste their hard earned and paid for insurance benefits. Additionally, carry stylish frames and spe3k to the benefits of second pairs and sunglasses. Doctors can’t be more shy to sell than their staff is.
So, if your sellers aren’t selling, the owner and manager have to own their responsibility in that problem. Then, spiff your staff, demand high performance, and help the sales out in the exam lane. This will make an immediate impact on your staff and your numbers.
These and other types of resources can be found in our Prosight Success System. Check it out, and let us know how we can help further.
ProSight Success System
Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture.