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LAB ADVISOR Archives | Subscribe to LAB ADVISOR | LabTalk

A Monthly Briefing for Optical Lab Owners and Managers

- July 2015 -

Dollars & Sense

Make What You Say Pay

Lab Notes

New Products

Spotlight

Dollars & Sense

Sales Calls Cost More Than You Think. Do the Math!

Michael Karlsrud

Are sales calls really worth it?  It may sound weird that a professional sales guy is asking this question but if you haven’t checked into it lately, perhaps you should.

Here are some pretty solid numbers to keep in mind.  On average, a sales person will make about six calls per day, thirty per week.  There are sales meetings, sick days, vacations and events that take them out of the field, so in rough numbers about fifteen hundred sales calls per year are made on customers per representative.

If you’re sale rep makes fifty thousand a year, plus benefits, retirement and expenses, you’re really talking about seventy thousand fully loaded.  So that would mean that each sales call made has a $45 cost associated with it, even before it is made.  Is it worth it?

There are so many ways to answer this question.  Are there customers who you have been calling on for years that are not giving you enough business to cover a $600 investment of time over a year?  Are your reps making sales calls that come nowhere near the value of the $45 investment? Should you be looking at alternative ways to keep in touch with customers who are not providing a good return on investment?

Take your customer base and find out who is in the top twenty percent that makes up eighty percent of your business.  Your rep should see those “twenty percenters” on a four-week call cycle.  They ARE your business.  Next, have them focus on getting new customers and opening new doors.  Studies have shown much greater long-term success of businesses if they have a robust sales funnel.  Having no such process will leave you vulnerable and flat footed. 

What about the other eighty percent that gives you twenty percent of your revenue? At $45 per call, does it really make 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!

Snapshots Trump Laundry Lists

Anne Miller

A confused mind never says yes and a bored mind never buys. Often confusion and boredom are the result of forcing ‘lazy visuals’ on your buyers. Lazy visuals are bullet point slides that don’t work. Here is a simple way to avoid that costly error.

When you have a list of products or services to explain, instead of laundry listing them, arrange them in a graphic that instantly captures the result of using those products and services. Lines of text are totally forgettable and put people to sleep. Graphics, on the other hand, are memorable and promote understanding and value .You needn't be a graphic designer. You can use the tools right off the toolbar in your PPT software.

When You Care Enough to Show the Very Best

We humans are wired for visuals. We remember visually.  We grasp images instantly.  As a presenter, you always want to remember that a  picture is worth a thousand words.  Look at your presentation slides.  What lists, process descriptions, or relationships in your presentations and demos would benefit from a visual make-over to make it easier for your buyers to see the total value of what you are selling? Convert them to snapshots. Your buyers will appreciate it and your sale will be easier.

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

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Lab Notes

Classic Optical Makes a Difference

Staff

Classic Optical Laboratories, Inc. is helping to change lives and improve learning for Chicago Public School (CPS) children through an innovative partnership with the Essilor Vision Foundation (EVF) and Modern Optical International (Modern Optical), delivering the most precious gift -- vision. Recognizing that vision deficiencies are a barrier to learning, in 2014, the CPS Office of Student Health and Wellness (OSHW) issued an RFI to search for an optical lab partner that could provide quality eyeglasses to all CPS students in need. Furthermore, they sought a lab that could establish an efficient delivery system, as well as ensure rapid turnaround on the prescribed eyewear. Classic Optical, one of the nation’s preeminent ophthalmic fabrication laboratories, met all the specified criteria and was selected for this role.

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New Products

Barrel Aligning Plier

Now there is a special plier that will allow you to grab each wing of the temple assemblage, straighten and align it and set the proper distance between wings. The new Barrel Aligning Plier from Western Optical Supply is the perfect tool for this adjustment. In moments you can reset the proper alignment and spacing to reassemble the frame so the temple is a good tight fit. The Barrel Aligning Plier #2033V can be seen on the Western website, www.westernoptical.com where you can watch a live demonstration (Western Optical LIVE! page 28). For additional information contact Western Optical at 800.423.3294 or www.westernoptical.com.

Coburn Technologies Introduces SGX Pro Generator

Coburn Technologies’ latest generation surface generator, the SGX PRO, is equipped with new electronics, operating on a Windows 7 platform.  Modernized with a touch screen interface and USB capabilities, this user-friendly generator makes lens processing easier.  Like its predecessor, SGX Plus, the SGX Pro generator delivers high performance, dry-cut milling technology for processing Trivex, CR39, Polycarbonate and High Index Lenses. 

Concurrently, Coburn has discontinued production of its SGX Plus generator. Coburn will continue to provide support and service to existing SGX Plus generators and, in addition, offer an SGX Pro Upgrade kit for users looking to update that equipment. For more information call 1-800-COBURN-1 or visit their Website at http://www.coburntechnologies.com.

New DuraVision AR Coating from Zeiss

ZEISS has created a new level of clarity and durability with an easier-to-clean antireflective coating with the launch of the first three coatings in its DuraVision line: DuraVision Platinum, DuraVision BlueProtect, and DuraVision Silver. 

The new flagship coating, ZEISS DuraVision Platinum, offers an unprecedented level of clarity through outstanding performance in all three key areas: Anti-reflection, scratch resistance, easy to clean. ZEISS DuraVision BlueProtect offers significant protection against high-energy blue light, which has been linked to retinal damage and age-related macular degeneration.   Rounding out the current offering, ZEISS DuraVision Silver gives ECPs an additional option to meet patients’ AR needs. For more information visit www.zeiss.com/lenses.

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Spotlight

Top Trends in AR Coating and How You Can Advance With the Latest AR Equipment

Julie Bos

The AR segment of the lens purchase has been part of most labs’ business for years—benefiting patients, ECPs and labs alike. And it’s easy to see why. Modern AR coatings can virtually eliminate the reflection of light from eyeglass lenses, allowing 99 percent of available light to pass through lenses and enter the eye for improved vision. The benefits include sharper vision with less glare during night driving, enhanced contrast, and greater comfort during prolonged computer use. AR coatings also deliver cosmetic benefits by reducing the glare others can see on the lenses and making them look nearly invisible.

Because of these benefits—and the resulting growth in consumer demand—AR coating also represents a huge business category for lens laboratories everywhere. With issues of the past resolved, today, the value of AR coating is stronger than ever before, prompting a wide array of improvements in both the AR coating process and AR coating equipment.

As with any growing market niche, AR equipment is driven by evolving trends and dynamic consumer demands.  Find out the six trends in AR and how labs are addressing those trends by reading the entire article at http://www.labtalkonline.com

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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.

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