TSO Network Update - July 2018

22 z July 2018 Consider your home page to be the digital equivalent of your brick and mortar front door. Use peaceful, fashionable imagery on your home page. Bloody eyeballs or images of exam chairs and refracting equipment won’t cut it anymore -- in fact it never did. Imagine a dentist’s site with images of bleeding gums and that damn scrapping tool - spit and rinse. Who wants to see those? The typical consumer doesn’t give a wit about your refracting equipment but they darn sure want to know what brands you sell. Think branding (yours) and fashion first, medical second. My surveys, which begin by showing consumers a variety of optical web sites to gauge their opinions and degree of engagement - how long did they hang around, have proven the importance of avoiding the all too common templated optical web site trap. The sites that garnered the most positive responses were those that featured fashionable imagery and were easy to navigate. Points were lost if there was too much technical text or featured drop- down menus with dozens of sub-menus leading to a maze of interconnected pages with all sorts of gibberish about every imaginable disease of the eye. It’s that simple. More images, less text, easy navigation and get rid of those bloody eyeballs. Focus on the experience the customer will receive by booking an appointment and/or by visiting your location. R.I.P. Optical Retail is Dead (continued) First Impressions are Lasting The first impression a customer gets as they walk through the doors of your store or practice comes from your optical sales team and/or that front desk employee, if you have one. If they’re disengaged, that sends a message of apathy. Employees standing around talking to each other or disappearing does not make a great first impression. Be on the lookout for those kinds of negative behaviors -- you might not know it’s going on. Engage with customers as soon as they enter your store. Delivering a positive greeting and showing a genuine desire to connect lets your customers know that you are thrilled to assist them with their eye care needs. This is step one in building a positive engagement, and that’s the first step in building rapport which ultimately leads to more positive word-of-mouth promoting of your practice to others. Need more information? Contact me and we can discuss your practice needs. Optical retail is alive and well. Bank on it. This article was reprinted fromMark W. Graham, Optical retail and marketing consultant. visionarymentors.com HELP! We Can’t Login to our TSO.com Email Lost your password for your TSO.com email address? There’s a quick solution for that. Here are the steps: 1. Contact your marketing coordinator or Robin Oloyede to have the password reset on the account. 2. Once complete, visit www.apps.rackspace . com and login to your email account. 3. Enter in a mobile number that serves as a primary contact for the account. If you ever need to reset your password, you will receive information to that number! 4. DONE! For more information, visit the tutorial here! https://youtu.be/8KXdK4MsSco