Barnes & Noble is in trouble.[i]
Last week, they fired their chief executive (the fourth in the last five years).
Stocks are down 60% in the last 3 years.
Their Nook has become more of a financial drain than boost.
And there is one primary reason: Amazon.
Online retail is destroying the brick and mortar book industry. The only bookstores that are thriving are those that cultivate unique personalities in targeted locales that give their customers a desire to shop there (because low prices are going to be an attraction).
These same challenges are apparent for the eye industry. You can now buy contact lenses online, prescription glasses online, and in some cases, you don’t even have to get a new prescription to get these things.
So, why should anyone get their yearly, comprehensive exam from you?
The answer lies in your creating a reason for people to visit. Just like those boutique bookstores, the eye care industry needs to create an environment that draws in their patients. That means making eye exams and frame selling an experience that people want, not an experience that they have no choice over. It means specialty staff, environment, and services.
With 600 Barnes & Nobles at risk of closing their doors, hundreds of eye care providers must adapt before they face the same fate.
The good news is that you offer a wonderful service and meet a specific need of your community. However, making them aware of you and making your office an attractive experience is necessary for your survival.
Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years.
ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon.
However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats:
Digital ProSight Success System
Paperback ProSight Success System
And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting.
Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at firstname.lastname@example.org.
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.