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Eyecare Business

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Editor's Letter

The ABCs of...

Eyecare Business September 1, 2004

EDITOR'S LETTER
The ABCs of...
Stephanie K. De Long

If you're going to International Vision Expo West this month, or to any upcoming trade show, we hope you'll combine course time with attendance in the other classroom--the exhibit hall. We know it's tough to balance time at a show. But whatever your "O" and whatever your job function in optical, real-world exposure to product is the best way to make sure your business is giving patients the information they need to make intelligent and educated purchasing decisions.

This doesn't mean you or your staff needs to push the new products you've invested in as a result of a show. But you and they do need to educate patients about them. Today's most innovative retailers view educating consumers as key to growth. Some say it's the packaging in which they wrap their offerings. The point is that customers aren't just shopping for product. They're looking to be educated, and they're looking for solutions. In fact, 33 percent of consumers surveyed by Kurt Salmon Associates said they'd pay a premium price for products that provide solutions to problems.

Sure, classes will help you solve problems in the exam room. And, they'll help you build business in the dispensary. But to really serve your customer, try to schedule in enough time to shop the show floor and see for yourself what solutions today's products can provide your patients. And while you're there, please stop by our booth (#3109) to say hi and tell us what you think about our redesign of EB.

Sincerely, 

Stephanie K. De Long
Editor-in-Chief

P.S. Don't miss this month's CE for opticians. Sponsored by PPG Industries, the topic is "TRIVEX: The New Tri-Performance Lens Material."

 

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