The Cleinman Optical Performance Review brings a fresh perspective to your retail operations. Conducted by Bill Gerber, Senior Consultant, your review focuses on visual design, marketing, and the selling experience that occurs while patients and customers are making buying decisions in your practice. The Optical Performance Review assesses and recommends improvements for your:
- Selling Systems
- Financial Systems and Sales Culture
- Merchandising
- Inventory Processes
- Marketing/Visual Displays
The review is a two-day, on-site process. Prior to starting a review, the practice is sent a detailed request for information. Prior to scheduling a review, please allow two weeks for the information gathering process. The review process begins mid morning on Day One with informal interviews between the doctor, office manager/lead optician and Bill Gerber. If patients are already scheduled, please do not reschedule them during the interview portion of the review. The review process can proceed and interviews can be conducted over lunch. Please designate a contact person to work with Bill during the review.
During Day Two (subject to travel limitations) plan on a 1 to 2 hour meeting for members of the team to hear the merchandising presentation and to discuss the review’s preliminary findings. Please ask whomever you feel is appropriate to also attend this meeting. Generally we recommend all team members should participate!
Not all of the review findings are completed during the two-day practice visit. Data review and financial analysis will be done off-site after the visit, and the practice will be issued a final report and recommendations. You will also have an opportunity to schedule a conference call to discuss the final report.
All of the reviews conducted in 2010 identified cost-saving opportunities equal to 1 – 6% of a practice’s Cost-of-Goods Sold expense. Incremental revenue growth opportunities have been shown to equal 10 – 30% of the practice’s annual revenue. Your team will learn merchandising principles and visual display strategies to improve product presentation and your overall practice brand positioning.
If you have questions or to sign up for an Optical Performance Review, please contact your Client Development Specialist at 1-800-331-5536.
Doctor Testimonial
“My staff was so motivated from the OPR, it was just amazing! I would like to have him come back!”
Maria Ceballos, O.D., Advanced Eye Care of Odessa
Optician Testimonial
“We have been selling more “best” frames……. We sold 12 frames at our best price point last week in comparison to our average of 7 per week!! We are presenting much more of a fashion statement and our POP displays are more visible.”
Leesa, Ohio Valley Vision Center
