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So, what are YOU wearing today? I’m not asking so that we avoid the embarrassment of wearing the same thing, but because this is a HUGE facet of the eyewear industry. Going ‘way back, I think it was Elizabeth Arden who first introduced the idea of well-known designers lending their names (and even their talents sometimes) to optical, and that process continues unabated today. Chances are you have a stable of a dozen designer frame lines in your office today. Point-of-purchase (POP) materials feature models from Calvin Klein to Giorgio Armani ad infinitum posing with this seasons latest frame designs.

But wait – what else are they wearing? They are cross-merchandising, wearing up-to-the-minute styles from the design house that also showcases their frames. They know that fashion sells fashion. Hence the question - what are YOU wearing today? Do you still wear a white lab jacket and that favorite pair of vintage frames from the 40’s? Dockers with worn cuffs and new lenses in your double bar metal frames? How about your staff – are they always dressed for casual Friday, or do look like they are headed to a cocktail party after work? Just as the physical appearance of your office will generate a near-instant judgment on the apparent success (or lack of it), so will your appearance, and that of your staff.

So first off, you need to model the behavior you wish your staff to emulate. Invest a few dollars in yourself, and freshen up your wardrobe. Inform your employees of your expectations for them in manners of dress. Dust off the employee manual with the dress code, and make sure it reflects the values you wish to present to your patients. Don’t be afraid to counsel your staff if their wardrobe does not pass muster. Find a pair of frames with a cutting-edge appearance, and load up the lenses with all the bells and whistles. WEAR THEM TO WORK! Be ready when you get a compliment with an affirmation, such as “Thanks! They are designed in Denmark, and I get lots of compliments on them. My staff will be happy to show you frames that look this great on YOU when we are finished.”

Finally, don’t be afraid to recommend products. Our optometrists generally wear Tact lenses by Hoya, which are designed for office wear. Because they wear them, and know how well they work, they recommend them, and our sales of this design are among the highest in our rep’s territory. Recommend spare pairs, especially for patients with higher powers. Recommend Trivex for patients with limited vision in one eye, or who engage in extreme sports. Recommend high index for Rx’s over +/- 4 diopters. Recommend the newest lens design. You’ve heard this before, but it works, because YOU are the authority, and it carries more weight than your staff who are engaged in the sales end of the practice. Recommend what you wear, and what you believe in, and both you and your patients will reap the rewards.

PS – for a quick primer on new frame and lens styles, such as the Tact, check out my other blog at http://www.billgregoryoptician.com/
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