A Monthly Update for Optical Laboratory Owners and Managers July 2009

New Products
Make What You Say, Pay!

Make 'You-Turns'
By Anne Miller

Make What You Say, Pay!

Which would you rather look at: pictures of my friends and family, or pictures of your friends and family?

Let me take a wild guess—you would prefer to see the latter. You know your friends and family. You relate to them. You have feelings about them. You “see” yourself with them. You have none of these reactions or connections to pictures of the people in my world.

In selling or presenting an argument, every time you say, “I/We have...” “I/We do...” “I/We can...” or “I/We think…”, you are, in effect, forcing your listeners to “look at your pictures”—which creates no particular emotional reaction in them and little inclination to buy what you are selling. Presenting everything from your point of view makes you guilty of “I-Strain.”

Make “You-Turns.” People care about what they get, not what you have. They get excited by the pictures they see in their minds, not the pictures you see in yours.

Next time you present, change your pronouns from a speaker to a listener focus. Examples: “You’ll like how easy it is to implement” vs. “Our programs are easy to implement.”

“When you work with us, you’ll be able to customize the software to your needs. For example, you can...” vs. “We have software that is easily customizable. We can...”

“As you look at the chart, [you] notice how consistent the growth has been in all markets.” vs. “I want to point out how consistent the growth,...”

“Something you’ll find particularly interesting is how you will be able to... vs. “I think it is particularly interesting that our process lets people...”

“Clients [implied is ‘like you] are able to double their...” vs. “We produce very good ROI on...”

“You may be wondering, how does this work?” vs. “Let me tell you how this works.”

“In summary, working with ABC, “you’ll get..., ..., and ... to meet your objectives.” vs. “In summary, WYZ (my firm) has ...., ..., and ... which makes us your best choice.”

The Power of “You”
Pronouns matter. “You” draws people into what you’re saying. It gets them seeing themselves using your product or service. It fires up their imagination as to the possibilities of your offer. Bottom-line, the pronoun “you” makes a huge difference in how your buyers receive what you are saying.

At first, making “you-turns” may feel a bit unnatural as you are no doubt very proud of your product or service to help clients and you want to share that enthusiasm. However, like anything else, the more you practice it, the easier it gets, until it becomes totally automatic.

Try It
On your next phone or in-person call, make more “you-turns.” You’ll notice how much more receptive your listener will be. You’ll feel more connected to your listener. You’ll have a much easier time moving forward in the sale cycle.

Keep that sales energy and creativity going! See you next month.

Anne Miller
Make What You Say, Pay!

©2009, Anne Miller, author, "Metaphorically Selling," www.annemiller.com.

HR Corner

Why Good Employees Leave
By Hedley Lawson

Why Good Employees Leave

Regardless of the nature of your business or in what geographic employment market you operate, every company wants to retain their best people. As companies continue to face the challenges of recruiting exceptional talent in a market where shortages of well-trained and qualified talent grow, businesses find the increased burden of other employees carrying the burden of open positions. And to add to the challenge, employee retention becomes an increasingly critical priority to your business.

What, then, can you do to retain the people you worked so hard to recruit, train and develop, and who continuously deliver your value proposition to your customers? Here are a few high level themes for your consideration and action.

Paying competitive salaries is an important retention tool. How can you stay in touch with the competitive market?

Find and use industry salary surveys and other data tools to understand and stay informed on wage trends.

Tie increased pay to meeting or exceeding defined deliverables that are directly aligned with your business strategy and operating objectives.

Collect data from exit interviews with your departing employees and determine if other competitive pay issues may be a factor in losing talent.

Survey employees periodically to find out what benefits and other forms of non-cash compensation are important.

Take a broader view of compensation—looking beyond base pay alone, and adopt a Total Compensation philosophy and practice.

Management and Retention
Not surprisingly, poor management is a leading factor in an employee’s decision to leave and move to another company. When those relationships are strained, employees ‘vote with their feet’ and simply leave. A few tips:

Develop managers' leadership, communication and interpersonal skills through coaching, training and feedback. Continuously evaluate these essential skills in their evaluations, and tie their pay increases to people performance, development and retention. No doubt, your sales people have performance incentives tied to customer retention. Why shouldn’t your managers have their performance—and their pay—tied to employee retention?

Create an open environment and process for employees to surface concerns about their managers, with their manager and with you. It’s not about ‘snitching,’ it’s about having what Jack Welch in his book, Winning, calls Candor, the biggest dirty little secret in business. And when a company has open communications and candor, they perform better—financially, operationally and organizationally. And your company will have much less voluntary turnover.

What do employees really want from their employer? The answer: Better communication of company goals, clear and definitive performance expectations, and appreciation of staff for their accomplishments and contributions. So what can you do?

Continuously provide a clear vision about where your business is and where the company is headed through their engagement and efforts. Frequent and consistent communication, including appreciation for employee’s contributions. This can be accomplished in small and large group meetings, personal notes and correspondence, in company newsletters, and during special company events.

Share with everyone frequently the status of the company’s performance versus established objectives. And make sure everyone knows what they can do to deliver exceptional service and results. Collaborate, communicate and listen. Engaged and satisfied employees accomplish amazing things.

Rather than waiting for a problem to rear its ugly head, be proactive and take the time now to assess your employee retention issues. You can create solutions to preserve and develop your most valuable asset and the assets that deliver value to your customers each and every day: YOUR EMPLOYEES.

Hedley Lawson brings over 25 years of optical industry experience to JMI. For over 10 years, he has been a contributing editor to VM, most recently as writer of the monthly column “Business Essentials.” He is the Contributing Editor of VM's E-Newsletter Business Essentials.



Decision Making: Can Debt Increase Returns?

Debt Can Increase Returns?

Lab owners have a financial stake in their businesses also known as equity. They also work to earn a return on their equity investment in their businesses. Return on Equity (ROE) measures a firm’s efficiency at generating profits from every dollar of equity. If a firm has an ROE of 15 percent, then they have earned 15 cents of net income for every dollar of Equity invested. Often firms can increase their ROE through the use of debt financing—this is also known as financial leverage.

One simple way to calculate ROE is to take the Return on Assets times the equity multiplier (1 + debt/equity) otherwise known as the DuPont Identity. However, if a firm uses too much debt, creditors demand a higher premium (interest rate) because the risk of defaulting on the debt repayment increases. As interest rates increase, the cost of debt rises and financial leverage falls causing ROE to fall. Increasing the amount of debt will have a positive impact on ROE only if the Return on Assets is greater than the interest rate on the debt.

For example: two companies each make a $100,000 investment. Each investment is expected to generate positive annual cash flows of $30,000 for 5 years. Company A decides to finance the entire project with equity and company B decides to finance the project with $80,000 of equity and the remaining $20,000 in a five-year loan with 6 percent interest annually. Using a basic spreadsheet function, we find that Company A has an internal rate of return (IRR) of 15 percent on the investment. On the other hand, Company B would have an IRR of 16.4 percent.

Now assume that both companies have the same amount of assets and net income for their fiscal years. Using the DuPont Identity model, we know that ROE=Return on Assets times Equity Multiplier. The equity multiplier for Company A would be 1+ (0/100,000) = 1. The equity multiplier for Company B would be 1+ (20,000/100,000) = 1.2. Because their assets and net income are the same, the ROE for Company B would be 20 percent higher than Company A.

Using debt to finance an investment can have a positive impact on both IRR and ROE. Debt financing is also preferred to equity because additional equity investment dilutes the ownership of the firm. Interest payments on debt are tax deductible unlike dividend payments made on equity. For small businesses, it is recommended that a combination of both debt and equity financing be used. Firms should be cautious about using too much debt because doing so creates a fixed payment that the firm cannot adequately service with its cash flow.

This article is the fifth in a series on “Decision Making.”

Read Part 1, Part 2, Part 3 and Part 4

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Jason Meyer—Jason A. Meyer is senior vice president, HPC Puckett & Company. Based in San Diego, Calif., HPC Puckett & Company specializes in mergers and acquisitions of wholesale optical laboratories. You can send comments or questions about this article or any other Dollars & Sense articles to Jason Meyer at [email protected].


Ken Beck of Empire Optical

Ken Beck

  Ken Beck

In business for more than 40 years, Empire Optical has grown to become a major West Coast prescription laboratory. Acquired by Essilor in 2008, the North Hollywood-based wholesaler’s substantial growth is due to its vision of excellence and subsequently, a large number of customer referrals. Ken Beck, customer service manager, has been with the laboratory since March of 1990 and plays a vital role in maintaining this level of excellence and quality for all of Empire’s customers.

Beck is primarily responsible for managing the customer service department and working closely with the accounting department. His job duties include resolving credit issues, approving discounts and most importantly helping Empire’s customers with any challenges they may face. A typical day for Beck begins at 6:30 a.m. with evaluation of past production reports. In addition, Beck also monitors account activity, inspects special-attention jobs and provides technical support on a daily basis.

Beck strives to provide the best possible service in the optical industry, which has been instrumental in his career advancement. Beck entered the optical industry in 1960 as a messenger driver for American Optical. After a short period of time, Beck moved to the production, surface and bench areas of the lab. After 10 years, Beck took a position with Starr Optical in 1970. He quickly moved through the production line and became known for his ability to complete, “difficult industry jobs,” such as slab-offs. In 1980, Beck took a position with Hoya as a sales representative. “It was the job at Hoya that really geared me up for the customer service management position I currently have,” said Beck.

“I truly enjoy being able to provide the best customer service I possibly can. My coworkers make the job itself enjoyable,” said Beck. He plans to remain at Empire Optical until he retires and feels the highlight of his career is the important role he has played in Empire’s success and growth. “You’re able to come in with a smile and leave with a smile. Many people cannot say that about their jobs. I’m very lucky.”

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VSP To Alter Contract Lab Network— VSP Vision Care is planning to reduce the number of labs in its Contract Lab network around the country, effective Jan. 1, and is consolidating its lab network for VSP doctors participating in both the Signature and Choice plans at the beginning of next month in most states, according to Don Oakley, head of VSP’s Lab operations.

The provider network plan changes, which took effect July 1, sometimes vary by market but include the elimination of frame case payments, the elimination of the patient-supplied frame dispensing fee and an increase in value-added discounts for Signature Plan patients to 30 percent (only on non-covered glasses purchased on the same day as their eye exam).

VSP’s contract labs have numbered 300 for several years. A VSP spokesperson told VM, that effective Jan. 1, “our contract lab network will be less than 300 labs, but not substantially less. The exact number of labs remains proprietary.”

In addition, Oakley said, effective Aug. 1, VSP will consolidate its lab network for VSP doctors in most states, “allowing them to freely choose any contract lab to process their VSP Signature or Choice plan orders.” Previously, any lab in VSP’s contract lab network could process Signature Plan work but some labs could participate in VSP’s Choice Plan.

Click here for additional details.

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Essilor Acquires McLeod Optical Plus Four Other U.S. Labs— Essilor announced earlier this month a series of lab and distributor partnerships around the world consisting of one supplier and five lab acquisitions in the U.S. including its first partnership with Vision Service Plan (VSP), the nation’s largest managed vision care provider, in the acquisition of Rhode Island-based McLeod Optical in the U.S.

In the U.S., Essilor is continuing to expand its network with the acquisition of Barnett & Ramel Optical ($10.8 million in revenue), Apex Optical ($2.7 million), ABBA Optical ($2.2 million) and Vision Pointe Optical ($1.1 million). The four prescription laboratories are located respectively in Nebraska, Florida, Georgia and Idaho.

Essilor has joined with Vision Service Plan (VSP) to acquire McLeod Optical, a prescription laboratory based in Rhode Island with 2008 revenue of $10 million. VSP is the largest not-for-profit vision benefits provider in the U.S. with 55 million members and a network of 26,000 private practice eye doctors. Essilor will have a majority interest and VSP and the principals of McLeod will each own a minority interest in the company.

Essilor has also acquired a majority stake in OptiSource International ($5.3 million in revenue), a manufacturer and distributor of optical supplies and consumables for opticians and laboratories.

Click here for additional details.

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US Optical

Inventory manager Indira Halilovic and lab manager Jay Sagor of US Optical with the lab’s new free-form surfacing equipment.

US Optical Doubles Surfacing and Coating Capacity— US Optical, a full-service wholesale lab that specializes in free-form progressive lenses, has purchased a second fully automated Satisloh robotic digital surfacing machine and a second Zeiss AR coater. The new machines will allow the lab to double its free-form progressive lens capacity with Zeiss AR coatings to 2,200 lenses per day while maintaining 24-hour service, according to Ronald Cotran, who owns the Syracuse, N.Y. lab with his brothers, Robert and Ralph Cotran.

“We have achieved almost 99.9 percent digital surfacing,” he noted. “Now our customers will receive digital surfacing not only on free-form progressives such as the Seiko Succeed, Seiko Supercede, Shamir Autograph II, Shamir Element, Shamir Attitude (for wraps) or the Lifemade from Indo but on all our lenses. Any lens produced at US Optical will receive enhanced digital surfacing, even a flat-top 28 in poly Transitions with Zeiss Carat Advantage or the AtLast enhanced bifocal from Pixel Optics will now be digitally surfaced. No other full service lab can make this claim.”

“We now can combine the best in vision with free-form progressives, Zeiss AR and digital surfacing in 24 hours at reasonable prices,” added Robert Cotran.

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RD Cherry Optical

Over 50 industry vendors participated as sponsors and exhibitors at RD Cherry Optical’s fourth annual Your Eyes University in Dearborn, Mich.

RD Cherry CE Event Draws More Than 700—The fourth annual Your Eyes University, held on April 18, 2009 in Dearborn, Michigan, drew more than 700 optometrists, opticians and other professionals, breaking previous attendance records for the popular event. In addition, over 50 industry vendors participated as sponsors and exhibitors.

The event, sponsored by wholesale lab RD Cherry Optical and Transitions Optical, provided eye care professionals an opportunity to enhance their patient care by participating in their choice of over 40 courses, free of charge. The variety of education included four courses approved by the Council on Optometric Practitioner Education (COPE), two JCAHPO, three courses approved by the NCLE and 29 courses approved by the American Board of Opticianry (ABO) and three hands-on workshops.

This year’s event was preceded by a special celebration of lab founder Richard Cherry’s 65th birthday. Over 125 industry professionals and friends gathered from all over the country to share memories and celebrate with Cherry and his family.

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Drew Rinacke and Brian Donahue

Opticians Drew Rinacke, left, and Brian Donahue of Heitz Optical in Alton, Ill. were among the guests.

Midland Optical’s 20th Annual Golf Tournament a SuccessMidland Optical, the St. Louis, Mo.-based hosted the 20th Midland Optical Annual Golf Tournament at Clinton Hills Country Club in Belleville, Ill., on June 4, 2009. This year’s event was attended by over 150 individuals in the optical industry and was sponsored by Signet Armorlite, Transitions, Essilor, Vision Ease, Shamir, Eyewear Designs and Zyloware.

“It’s always very exciting to spend time with our customers; and the golf tournament is such a great time to do that,” said Matt Iovaldi, president of Midland Optical. “Meeting our customers in a setting like this allows us to get to know each other in a very comfortable and enjoyable atmosphere.”

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Southern California Coating Lab Launches ‘Neutral’ AR— Superior Ophthalmic Coating, based in Anaheim, Calif., is launching Duratuff w/Ez Clear, an anti-reflective lens with neutral characteristics.

“The anti-reflective market has matured to the point where almost all premium AR coatings provide relatively the same feature and benefits,” noted Tony Esposito, Superior’s vice president of sales and marketing. “Now it’s about cosmetics. Our studies have shown that consumers want something a little more neutral than what the current AR coatings provide. With Duratuff w/Ez Clear, we can provide an anti-reflective coating that has minimal residual color, making the lens virtually disappear in the frame.”

Superior is also launching Duratuff w/Ez Plus. “With the Plus, we took all the great features and benefits of the previous generation of Duratuff w/Ez and incorporated it into our new formulation that improves scratch resistance and anti static properties,” Esposito explained.

The Duratuff family of anti-reflective lenses has grown to include Duratuff w/Ez Clear, Duratuff w/Ez Plus, Duratuff w/Ez and Duratuff.

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At the Sunburst Optics event, were, Chad Ustazewski of Transitions, Deb Ullrich of Sunburst Optics, Jeremy Gnade of Sunburst Optics, Tim Fortner of Transitions and Lee Pochter of Essilor.

Sunburst Hosts Educational Event— Sunburst Optical of Syracuse, N.Y. hosted an educational event for customers last month at Pascale’s Wine Bar & Restaurant in Syracuse. The evening event, co-sponsored by Essilor and Transitions, drew about 70 customers representing 25 practices. They enjoyed refreshments and dinner and a presentation, “I Can See Clearly Now” by guest speaker Tim Fortner of Transitions Optical. Sunburst’s customers received coupons for Essilor and Transitions products totaling $1,000 per practice.

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MJ Optical

MJ Relaunches Web Site—MJ Optical Group of Omaha, Neb. has relaunched its Web site, www.mjoptical.com. The site, designed by Rebel-Interactive, is designed to be effective, easy and engaging for its customers. It allows the customer to sign up for, manage and track monthly promotions as well as order products online. The site also offers a comprehensive list of lens and frame manufacturers as well as an interactive glossary of optical and eye care terms.

MJ Optical Group announced that it is now utilizing e-blast technology, which allows the lab to reach many of its customers electronically. The technology is cost effective, quick and easy to use for both the lab and its customers, according to Parke Wilkinson, director of sales and marketing.

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MEI Bisphera-XDD

MEI Bisphera-XDD

Manufacturer: MEI System
Description: Industrial edger designed for labs with high production requirements.
Features/Functions: The Bisphera-XDD (also known as the Double R-XDD) shares the same features as MEI’s MonoSpheraRX-DD, while adding the capability of processing two lenses per cycle. The unit can produce a straight or inclined bevel, straight or inclined rimless with polishing and holes or notch, straight or inclined groove, step edge and special shapes for prescription sunglasses. The machine uses an automatic loader; a stack-loader is also available. Like the previous version of edger, Bisphera-XDD can work any kind of plastic material lens (base from 1 to 16) and can be interfaced with the most popular lab management software in OMA language.
(847) 357-0323

1.74 AR Lenses

1.74 AR Lenses

Manufacturer: Optima
Description: Ultra high-index, anti-reflective lens.
Features/Functions: Finished front side aspheric design. Lenses are 45 percent thinner and 35 percent lighter than standard-index plastic lenses. Recommended for all frame styles. Super hydrophobic coating allows lenses to be cleaned easily and kept free of smudges.
Availability: Extensive range of -1.00 to -10.00D to a -3.00 cyl, -10.50 to -12.00 in half diopters to -2.00 cyl, and -12.50 to -15.00D sph in half diopters.
(800) 621-1216

GTX Edging Wheel Series

GTX Edging Wheel Series

Manufacturer: Salem Vision Group
Description: High-performance edging wheels.
Features/Functions: Series consists of GTX-R roughing, GTX finishing and GTX polishing wheels. The wheels incorporate the latest diamond bonding technologies to produce a dramatic increase in the overall performance and cost-efficiency of plastic lens edging, from roughing to finishing to the final polish, regardless of the lens material, according to Salem.

The GTX-R roughing wheel features a brazed single-layer diamond bond. This configuration optimizes diamond exposure and concentration to produce faster, cooler, cleaner, cuts and to virtually eliminate wheel loading even with polycarbonate and Trivex lens materials. The GTX-R roughing wheel also features a surface coating that reduces torque during edging to maintain accurate axis alignment.

The GTX finishing and polishing wheels feature specifically formulated metal bonds. Each bond formulation is blended throughout with precisely graded diamond particles to optimize its specific application: finishing or polishing. The GTX finishing and polishing wheels contain the perfect combination of diamond size, concentration and bond hardness to produce fast, smooth, chip-free edges job after job.

GTX edging wheels can be used on all plastic lens materials including polycarbonate and Trivex and are available for all major brands of edgers.
(800) 234-1982, ext 232

HSC Sprint

HSC Sprint

Manufacturer: Schneider Optical Machines
Description: Small size, small investment digital generator. Together with Schneider Swift Polisher, the HSC Sprint creates a low cost line that allows labs to process almost any free-form lens design, with no sacrifice in quality.
Features/Functions: Small footprint machine with all the same process capabilities of the larger HSC generators, including high speed milling. HSC Sprint uses same milling and fine turning technology as larger units. (Previously, the only smaller or lower cost digital generators were lathe turning only.) Combination of cutting technologies enables processing of all materials over a full range of curves without special handling.

The Sprint, along with Schneider’s Swift polisher, can process any lens type, from standard torics to complex, free-form surfaces. Produces around 40 lenses per hour each.

Other features include power safety system that automatically accounts for any severe power interruption without damage. Feed control system automatically detects the lens edge, optimizing process speeds and eliminating deblocking issues.
Size: 52-inches wide by 37-inches deep.
(972) 948-6381

PolyPlus Line Extensions

PolyPlus Line Extensions

Manufacturer: Shamir Insight
Description: Expanded and updated line of polycarbonate lenses that are compatible with a range of AR products.
Features/Functions: PolyPlus material is manufactured in state-of-the-art facility utilizing latest energy/ecological saving production technologies and highest quality control, according to Shamir. Lightweight material offers highest impact resistance. Received highest marks (above 5) for Bayer testing. Bifringence-free and “water white” clear.
Availability: Recently, Shamir reintroduced its Office and Piccolo polycarbonate offerings in PolyPlus (Hard Coat – HC) material. Shamir said it switched these products to PolyPlus in response to AR coating issues that were arising with the standard polycarbonate material. Shamir offers the Office and Piccolo PolyPlus (HC) in the same base curves previously available in polycarbonate.

New to the market is Shamir’s single-vision PolyPlus Transitions (gray/brown) offering.
(877) 514-8330


In This Edition...
Decision Making:
Can Debt Increase Returns?
Ken Beck of Empire Optical

VSP To Alter Contract Lab Network

Essilor Acquires McLeod Optical Plus Four Other U.S. Labs

US Optical Doubles Surfacing and Coating Capacity

RD Cherry CE Event Draws More Than 700

Midland Optical’s 20th Annual Golf Tournament a Success

Southern California Coating Lab Launches ‘Neutral’ AR

Sunburst Hosts Educational Event

MJ Relaunches Web Site

OLA Sets New Dates for ’09 Annual Meeting

Global Optics Holds Seventh Annual National Sales Meeting
Make 'You-Turns'
Why Good Employees Leave

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Tech Talk


Tech Talk

It is recommended to perform a curve, thickness and prism check twice per eight-hour shift. This should be conducted prior to the start of the day and then again after the lunch break. Cut a minus 10.00 diopter sphere and measure with a good sag gauge and center thickness device. Measure the curve at the center and off center as noted in the diagram. The measurements at all three points should be the same and actually what you intended to cut. Measure the lenses directly from the generator. Adjust the pic rate if necessary for this check.

Temperature control is another element that needs to be considered during generating. If you use wet cutting, the coolant should be controlled from 55 to 60 degrees Fahrenheit for alloy blocking and 60 to 65 degrees Fahrenheit for wax medium.

LabTalk Spotlight
July 2009


Things are heating up in the sun lens options and in the July/August issue of LabTalk, you’ll find several features on the subject from Temperatures Are Rising—Are Your Sunwear Sales Following Suit?, where you’ll learn nine strategies for increasing sunwear sales from fellow lab owners and sun lens manufacturers, to What’s Hot this Summer—Advances in Polarized Sunlenses, which discusses a new category of sun lens on the market. Check out this excerpt from Temperatures Are Rising.

“According to Robert Scherer, general manager of Premium Optics in Ft. Lauderdale, Fla., the first step to selling anything is being a firm believer in that product yourself. Scherer is also a big believer in another winning strategy: being willing to confront ECPs about better alternatives.

“For example, I recently saw an order for a wrap frame with Grey 3 lenses,” he explained. “I went ahead and called the ECP and recommended a polarized lens instead. It’s only a few dollars more, and comes with so many more benefits. By the time you add in the scratch coating and other extras on the sunwear, the consumer will have already raised the total price—and could have just gone with polarized instead for a better overall product. He agreed that I was absolutely right and wondered why he hadn’t thought of that. This is a fairly common practice for either me or one of my staff to call the ECP in cases like these. We’re very big on open communication—and it makes a real difference.”

To read the entire article, “Temperatures Are Rising...” log on to www.labtalkonline.com. Here you will find the article listed under the Features section along with What’s Hot this Summer—Advances in Polarized Sunlenses.

Buying Group & Lab Association News

OLA Sets New Dates for ’09 Annual Meeting— The Optical Laboratories Association has rescheduled its 2009 annual meeting and trade exhibition to Dec. 4 and 5. The meeting, which will take place at the Gaylord National hotel in Washington, D.C., was originally scheduled for Nov. 12 to 14 in the same location.

The move is part of a broad new OLA initiative aimed at revamping the format and content of the annual meeting, updating the organization’s image and making it more responsive to its members’ needs.

Click here for additional details.

Global Optics Holds Seventh Annual National Sales Meeting— Global Optics held its seventh annual National Sales Meeting April 27- 29 at the Embassy Suites Phoenix-Scottsdale in Phoenix, Ariz. Meeting attendees enjoyed presentations from two keynote speakers, Larry Steinmetz and Tim Fortner. Steinmetz kicked the meeting off with a presentation focusing on “How to Sell at Prices Higher than Your Competitors.” Fortner maintained the momentum by presenting some inspiring lab and eyecare professional growth initiatives. He illustrated how subtle changes in your sales can lead to a million dollar increase in laboratory business and a $50,000 increase in sales to the ECP.

Samantha Toth, president of Innereactive Media, facilitated the afternoon meeting by presenting the new 2009 Global marketing initiatives.

In other Global Optics news, Sunburst Optical of Syracuse, N.Y. has become the latest addition to the organization. Founded in 1979 by Norman Perry, the lab was purchased by Richard Sapia in the fall of 2000. Two years later, Jeremy Gnade joined the lab as Sapia’s partner. Sunburst’s 28 full- and part-time employees process approximately 275 Rx orders a day.