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LAB ADVISOR Archives | Subscribe to LAB ADVISOR | LabTalk

A Monthly Briefing for Optical Lab Owners and Managers

- June 2015 -

Dollars & Sense

Make What You Say Pay

Lab Notes

New Products

Spotlight

Dollars & Sense

Giving Something Away For Free Is Not a Total Loss. But It’s Close.

Michael Karlsrud

Our world is filled with the expectation that our customers always want something for free.  Historically we have filled drawers in doctor’s offices with free lens vouchers, coating certificates and second pair offerings just to get someone to try a product.  Loss leaders lose money.  Something for free can be a good customer “getter.”

A grocery store that offers free cheese samples sells more cheese than those who don’t.  A free drink with dinner will sell more dinners.  Free car wash upgrades leads to more car washes.  Free blood pressure screenings leads more customers to the pharmacy. A free legal consultation leads to more law firm clients.

But what about the free vouchers we give out?  Why do they sit in drawers, gathering dust and never or rarely get used?  We are targeting the wrong customer.

If you think about all the examples I highlighted above, they all target a customer with repeatable choices.  There is always a need for one more car wash, more cheese, or an additional pressure screening.  In an optical practice it’s different.  There is a limited number of staff and need of the staff to use the product.  Once they have four pairs of glasses, how many more do they need?  Sadly, you rarely ever influence anything.

Instead, stop giving away “free” vouchers to those who already are great customers.  Buy them lunch or treat them to a ball game.  You’ll get way more mileage by providing an experience to them that demonstrates your appreciation and commitment to them.  In turn they will deepen their commitment to you.  It just makes better dollars and sense.

Good Selling.

Michael Karlsrud is the owner and CEO of k-Calls, a tele-services company that serves the optical industry with its two divisions; Telecare and Business-to-Business.  www.karlsrudcompany.com or www.k-calls.com

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Make What You Say, Pay!

Avoid this Mistake in Presentations that Explain

Anne Miller

Last week, I saw presenters in different industries struggle with a common problem:  how do you get people to listen to what is essentially an explanatory presentation?

Begin with the Outcome

For example, in one case, the first presenter (Ted) was explaining a process change to colleagues and senior management so that everyone would “understand“ what  was done.  He began with, “I am going to tell you the changes we made in X”  and then proceeded to go through the  facts of what was, what was changed, what there is now more of, less of, — basically delivering a droning data dump. Listener Reaction…ZZZZZZ.

However, if Ted had begun with a comment that reflected the net result, outcome, or benefit to his audience of his changes, he would have had instant attention and engagement with his presentation, thereby avoiding boring the group (as well as himself). A net result/benefit statement could have been “We want to share with you the changes we’ve made in X, which is expected to save us $100 million over five years.”  Reaction…Really? Tell us more!

“Don’t Bury the Lead”

That’s a journalist’s rule that means put your most important point up front.  Don’t bury it five paragraphs down in a story. Readers won’t stick around  to read it.  The same is true in presentations that “explain” or “update.”  Ted DID have the  $100 million dollar savings in the presentation, but it was “ buried” in a throw-away comment six slides into the presentation. By then, he had lost his group.

Never Lose an Audience

Informational presentations tend to lull an audience to sleep when relevance or urgency is not immediately established. You can avoid losing listeners by finding your “lead.”  It is usually there—just look for it and put it upfront where it will do you and your presentation the most good.

Words Matter: Make What You Say Pay! ©2012 Anne Miller, author, “metaphorically Selling” www.annemiller.com

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Lab Notes

Brand New Tracer Speeds Production, Increases Volume

Staff

P.O.G. labs continue their commitment to fast turnaround times and top productivity with the addition of their new National Optronics Dimension tracer. Affectionately referred to in-house as the “5T”, P.O.G. Labs’ data entry supervisor, Stacy Danielson says the 5T, “has made a huge difference in terms of job volume produced in a day.” Adds team leader Jake McGehee, “With the addition of another (new) tracer, our production times have actually been cut in half.” P.O.G. Labs continues their legacy of dedication to clients by remaining on the cutting edge of new lab machinery. For more information, visit our website at www.poglabs.com.

Satisloh’s Annual North American Service Summit

Staff

Satisloh’s Technical Service Team recently gathered in Dallas for the company’s eighth annual Service Summit. More than 110 service staff attended the three-day event, taking courses taught by colleagues as well as vendor partners. Some of the topics covered included hands-on machine diagnostics and troubleshooting, electrical power quality requirements, and improving quality and consistency in service operations.

“We gather our entire technical team for formalized training and technology updates every year. This annual service summit is critical so that we can continue providing our customers with top-notch service support,” said Chris Seifert, senior vice president technology & customer support.

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New Products

Tintable Abrasion-Resistant Coating

HCoating-UT (Ultimate Tintable) hard coating is another new product from HCoating’s line of abrasion-resistant coatings for ophthalmic lenses. In addition to tinting quickly, HCoating-UT adheres well to all kinds of lenses, including CR-39, Polycarbonate, Trivex, 1.56, and High Index (up to index 1.74) lenses. HCoating-UT is applicable in most re-circulating spin coaters such as: Ultra Optics Mini II, MR III, Ultra RX; Chemat Vision coater; Genesis EZCoat and FastCoat, and Jelight coater.  Due to its strong adhesion to anti-reflective coatings, the Bayer abrasion ratio after AR coatings is much higher than that of other tintable hard coatings. For more information, please visit www.hcoating.com.

5 New Digital Designs from Vision-Ease/IOT

Vision-Ease is expanding its digital lens design portfolio by adding five new proprietary wrap-style and general purpose distortion-free designs, which will be available through Vision-Ease’s recent strategic partnership with IOT. IOT is a digital lens technology leader whose proven and straightforward delivery system creates exceptional convenience for its network of users. Through this partnership, Vision-Ease initially offered two proprietary design series – Sportwrap and Everywhere. Sportwrap designs are ideal for active consumers because the digitally optimized design accommodates wrap-style frames needed in sports. Everywhere designs are best for general-purpose wear. The designs are optimized for Vision-Ease blanks but are not restricted. For more information, contact your Vision-Ease sales representative.

Expanded Availability of Transitions XTRActive Lenses in Brown

Younger Optics has expanded its offering of Transitions XTRActive lenses to include a new color – brown – in addition to gray. Transitions XTRActive lenses are everyday adaptive lenses that offer extra darkness to patients that prefer extra protection from light outdoors, indoors, and even in the car. Transitions XTRActive lenses in brown are available from Younger Optics in Hard Resin 1.50 SFSV & FT28, polycarbonate SFSV, Trilogy Trivex SFSV and High Index 1.67 SFSV. Contact Younger Optics customer service for additional details regarding product availability or to become a distributing lab. For more complete technical specifications, visit youngeroptics.com/transitions.

 

 

 

 

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Spotlight

Your Generator: Could It Use a Little Love?

Judith Lee

Think of your generator as the great beating heart of your surfacing operation. Like the human heart, its importance can be overlooked in the crush of daily production—but you do so at your own peril. Fortunately, while you’ve been focusing on your optical lab performance, manufacturers have been thinking about how to support and improve your generator. Like a personal trainer for your lab, their new models and enhancements may be “just what the doctor ordered” for the future of your business.

LabTalk asked each manufacturer to answer one question: “For labs looking to improve their surfacing line by either buying a new generator or adding improvements to a current generator, what key features should they be focusing on to remain viable in the coming years?”

Read more to find out what Coburn Technologies, Schneider Optical Machines, Satisloh, OptoTech Machinery, Chemat Vision, and Optek International all had to say by clicking on this link: http://www.labtalkonline.com/articles/54520

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Christie Walker, Editor, LabTalk/LabAdvisor

Christie is the Editor of LabTalk and a contributor to Vision Monday. She covers wholesale laboratories, lab systems, other ECP news and features/coverage. Contact Christie at cwalker@jobson.com.

Copyright © 2014 LabTalk. All rights reserved. Read more at LabTalkOnline.com/LabAdvisor

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