I visited the beaches of NC this past week, and I noticed a few things.
Everything is more expensive with no apologies. There are two bookstores where we are, and their prices are outrageous. Every book in the store can be purchased on Amazon for nearly 50% cheaper. Yet, the stores have been open for years, and they had plenty of customers on the day I visited. There is just something about spending your money where you are shopping when you are at the beach.
Plenty of local treats are available. These are things that people seem to only eat en masse when they are at the beach. There were tons of ice cream shops. An ice cream shop is not uncommon, but one every ½ mile or so would be unsustainable in most areas. And why so many peanut shops? What’s up with sea foam candy? Only at the beach.
Businesses are unapologetic of their identity. Businesses at the beach have a distinct personality and they don’t attempt to be anything other than who they are. Interior decoration is often beach themed. The staff is often beach dressed, and on an on. Businesses make no excuse or apology for this, and doing business with them means accepting and embracing this identity.
There are a few lessons for the eye care industry to learn from these beach distinctives.
First, if you carry a quality product and offer quality services, don’t apologize about. Sell high-end frames confidently. I have even seen frame sellers be sheepish about $179 frames. If your product is quality, your presentation should be quality.
Second, cater your practice to the locale. Generic looking offices abound, and you know what danger faces a generic looking practice? Anonymity. If everyone is the same, everyone is the same. Speak with locales and ask your patients what would help your practice interiorly represent its community.
Third, determine your practice’s identity and declare it to the world. If you are a medical practice, tout that. If you are boutique, let everyone know what makes you a great boutique. If you try to be everything to everybody, you will be nothing to nobody.
Take your time and put these things in place thoughtfully, and watch your practice grow.
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.
No matter what, don’t surrender your ground in the eye care industry. You have so much to offer.
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.