Our optical brand was damaged! What once was known as an exclusive and trend-setting optical had become a big mess of confusion! We had no identity or direction. Everything had been done randomly and without a plan and we paid dearly for it. We watched as patient after patient requested their prescription and walked out the door. We needed a plan and a vision to regain our once-elusive optical reputation. Where to start?

• Ask the basic questions. Which brands and companies should we work with? What frames do our patients like? Who helped us switch-out product during our ordeal? Which companies contributed to this mess? Which reps were willing to sacrifice their sales to help us turn around? What are the immediate next steps?
  During the question period, ask many of your reps to share their observations on what builds a successful optical. After all, they see tons of different opticals. How do most businesses control inventory? What lines, besides theirs, do they like? Which are complementary, which conflict and why? What are the secrets to creating an amazing optical experience? You'll get a ton of great input, but realize that needs to be distilled into more guidance and a better plan to save a reputation.
• Develop a Frame-Matrix. Before making any big purchases, consider a Frame Matrix i.e., what percentage of mens, womens, kids, sun, plastic, metal, semi-rimless, rimless, etc. are required? Which lines excite those that sell them and the demographic of your practice? Remember, patients that request prescriptions to shop elsewhere are telling you that the selection is not exciting.
• Calculate The Total Number. To calculate the number of frames required, collect specific numbers on patient demographics: age, gender, style, etc. This is available by mining the data in your practice management system. That will provide a black and white plan on what a frame board would look like. Before diving in and ordering frames like mad, make sure you are on the same page with your reps.

Sample Town's Frame Matrix
Research your town's demographics, here we've created a sample. Sample Town's demographics has a population of about 5,000 people. 54 percent are female, 46 percent male. The average age for women in this town is 46, and men 44. The average income per household is $62,000.

The target for the inventory will be women ages 30-65. Frames will be elegant, classic, and fun & funky. For men, the target will be young professionals. Frames will be rimless, retro, and bold. Sunwear will focus on high performance lenses and fashionable styles. Frames for children will be traditional with a fun twist.

Based on research of Sample Town's demographics, we will have an inventory of 200 pieces, which will consist of 40 percent womens, 25 percent mens, 20 percent sun, and 15 percent kids. Frame reps will be given a board space number and will provide a mix of plastics, metals, zyl, semi-rimless, rimless with a variety of sizes and colors. Monitor the turns of each frame line on a quarterly schedule. Be flexible enough to slowly add more pieces to high performing lines. Have 2-3 frame lines on your wish list for underperforming lines or reps.

Learn how to Improve Vendor Relations and Create a True Partnership in Phase 3 (of 5).