If you’re meeting with your staff regularly and taking notes down on everyone’s great ideas, you may be feeling excited and a little overwhelmed. Where should you start? A critical factor to the success of implementing any change is to create S.M.A.R.T goals.
You may be thinking “all of my goals are smart,” and I’m sure they are, but are they Specific, Measurable, Achievable, Repeatable or Timely? See what I did there?
You may have looked at your numbers and thought to yourself “we need to increase our sales.” You’re not wrong, not by a mile, but that’s a marathon. Who runs a marathon without incremental training? You need to pare down the goal so that it’s specific, measurable, achievable, repeatable, and timely. So, let’s try again.
Specific. You look at your numbers and think to yourself “we need to increase our AR sales.” This refocused goal is smaller and easier to track because it pinpoints one specific type of sale.
Measurable. You look at your numbers and think to yourself, ‘From May 1st to May 31st, we will sell 10 more pairs of lenses with AR Coating.’ Simply saying you want to “increase” AR sales is still open-ended. Set a goal you and your staff can work toward and watch progress.
Achievable. If you’re paying attention to the metrics (do you have software that tracks this for you?), you should already know how often you’re selling AR coated lenses. Start off by setting a reasonable and achievable goal that you know you can easily reach—no one wants to fail the first time out of the gate.
Repeatable. If you’re successful in your initial goal of selling 10 more pairs of AR coated lenses, set a similar goal for the upcoming month. If you were unsuccessful, you can strategize.
Timely. By framing the goal within a specific set of dates, there’s an end in sight, at which point you can have a meeting with your staff about how they feel. They can share ideas about how they’re helping patients purchase their lenses, and you can incentivize those employees who are doing an exceptional job.
That goal can become a normal and integrated part of your practice and after a few months of success, you can introduce new S.M.A.R.T goals. Perhaps you’d like to see a 20% increase in high-index sales for an upcoming month, complete 50 Eyezen™ measurements, or simply get 30 people to print and fill out their medical histories before coming into the office.
All of these goals are S.M.A.R.T. They’re not necessarily profit or revenue-focused, but they are measurable and allow you and your staff to come together as a team, generate ideas, modify behaviors, and experience continued success. This will inevitably lead to (you guessed it) more profit. Be S.M.A.R.T.
Evan Kestenbaum, MBA is the co-founder and COO of GPN Technologies, the landmark company that created EDGEPro. Evan’s entrepreneurial expertise and his focus on continuous improvement were vital in the development and success of EDGEPro, which has revolutionized analytics and business intelligence for ophthalmic professionals. Evan has also been deeply engaged in coaching and dispensary management for hundreds of practices during the past 10 years. He is the co-owner of Optix Family Eyecare in New York, one of Long Island’s largest Optometry practices. In his free time, Evan enjoys spending time with his wife and three daughters. For questions or comments about this article, please contact firstname.lastname@example.org