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  CONSUMER CORNER

APPEARANCE INSTILLS CONFIDENCE

FIVE WAYS TO CREATE CONSUMER CONFIDENCE THROUGH AESTHETICS

WHEN IT COMES to having the greatest impact on your patients, you must assess the aesthetics of your practice. Think about how you showcase your business and focus on the message you want to send to your consumers in the way that you present both yourself and your office.

Creating curb appeal, socializing areas in which people spend their time, dressing for success, refreshing your optical and crowd sourcing are five ways to leave a lasting, positive impression on consumers.

1 CREATING CURB APPEAL

Set the right tone for excellence and beauty from the moment folks drive up to your practice. A few bushes and a tree is not a garden. Hire a landscaper to create a lush greenery experience that is unique and exciting. Also, stop hanging posters on suction cups — or worse, taping them to your windows. This is tacky. Instead, use your display windows to present parallaxes you can get from frame vendors, or utilize displays that have real impact. Further, make sure your window displays don’t get stale by leaving them unchanged for more then a month or two. I change ours every four to six weeks.

Socialize your waiting and optical area.

2 SOCIALIZE THE ENVIRONMENT

Presentation of products and services is just one way to create consumer loyalty. You also must socialize your office environment. For example, if you have a waiting room separate from the optical vs. a lounge in the middle of your optical section, you are 20 years behind the times. Incorporate creative sitting, selling and dispensing environments at your practice. These are critical to your branding and the “wow” factor you bring to your consumers.

3 DRESS FOR SUCCESS

How you look is an extension of the services you offer. Take a look in the mirror and ask yourself what message you are sending consumers. If you’re still wearing scrubs with funky sneakers, perhaps it’s time for an upgrade. Sure, this attire may be easy and simple and even cost effective for you, but it does not reflect the professional image you think it does.

Cultivate a new look that complements your professional skills along with supporting your sense of fashion. For the guys, dress slacks with a nice button-down shirt and tie is a clean and professional look. For the gals, dress shirts with either professional slacks or skirts are in order. And please pay attention to your shoes and socks, as folks make judgments from these as well. Shine those shoes!

4 REFRESH YOUR OPTICAL

Optometrists will spend $25,000 on a piece of equipment for the clinic, but if $25,000 or even $50,000 is needed in the optical, many freeze. From true merchandising to signage to new fixtures, my advice to you is simple: If you have the same optical you had 10 years ago, you are 30 years behind the times and past due for a full refresh.

Creative seating adds to the office “wow” factor.

An easy to way to maintain your optical is by painting one wall or improving something small in the office every year. The visual impact of a fresh, new element creates excitement and curiosity among your patients and psychologically gets them ready to consider shopping. For example, this year, I re-lined the inside of our display units with color. This created the appearance of brand new displays, helped the product pop and created curiosity that lead to shopping. Another simple way to freshen up an optical space is to break up the monotony of your collections. I have been moving toward a stronger mix of both shelves and frame risers as opposed to just one or the other to increase frame selection aesthetics.

Encourage browsing while waiting.

5 CROWD SOURCE

Meet with your team, and have each member write what they like about a place they frequent and why. Specifically, what about it is so special that they keep going back? Next, determine how to bring some of those experiences into your office. For example, perhaps you enjoy the background music at a salon. Consider adding similar music to your practice.

NO EXCUSES

Yes, there is much to think about and to do to realize the potential that awaits you. I get it. We are all too busy, don’t have enough money and many other excuses. But, this is what it takes to own and operate a successful business. You can either work in your business or on it. It’s your choice. I hope you choose to commit to your success. OM

JAY BINKOWITZ is the president of GPN, an optometric consulting company based in Huntington, N.Y. He has had extensive experience in retail operations, merchandising and marketing. Email him at Jay@GatewayPN.com or, to comment on this article, visit tinyurl.com/OMcomment.