MARKETING MATTERS
Rep School
by Joanne F. Schell
A frame rep is a link to the rest of the optical world, and having a solid working relationship with your representative is a cornerstone of running a successful dispensary.
So what makes a good relationship? Here are five pearls of wisdom.
The number-one piece of advice from many ECPs is to have a trusting rep relationship.
"The most important part of the equation is honesty," says Susan Brownell, owner of The Bent Lens in Bozeman, Mont.
"I give my rep free reign because I trust her. When I am low in inventory, she will fill me with what I need and not take advantage of my situation," says Sally Parascand, the store manager of Main Eyeglass Center, located in Bergenfield, N.J.
2. TWO SETS OF EYES
ECPs make decisions based on what they read and their customer base. A good rep brings what he or she sees to fit your practice.
"People don't take advantage of what a sales rep has to offer," says Neil Rothstein, president of Optical Images, a Pikesville, Md.-based dispensary "A sales rep is my eyes to the rest of the territory. A good sales rep can really give you a handle on what's going on in a 50- to 100-mile radius of your store."
|
Quick Tips |
| Look for these qualities in a sales rep: Trust, product and market knowledge, good listening skills, desire to make an extra effort for you, and sound knowledge of the competition |
3. IT'S A TWO-WAY STREET
Just as a rep has a wealth of product knowledge, ECPs can offer perspective on a micro level back to the frame companies.
"It's really important to know your own product and know what works for your specific location," says Marcia Poselli, general manager of Shades Optical in Birmingham, Ala. "Some reps might sell something well in one place and might suggest that frame, but you need to tell the rep what works in your area."
Speaking up has benefited the frame reps, Brownell has found. "Although a lot of companies have opticians on board, sometimes when you start working with a frame it's a different story. I like to be a part of making the line better."
|
Someone to Watch Over Me |
|
►My rep/my friend. "People look at sales reps like the enemy," says Neil Rothstein,
president of Optical Images in Pikesville, Md. "They think, 'This guy is coming
in to make me buy something.' But that's just half of his job. Build up a good relationship
with your rep...you both have a lot to offer each other." ►My rep/my security blanket. A good rep/ECP relationship involves taking a chance on new product. "We want cutting-edge frames, and sometimes you have to take a chance," says Steve Seigel, manager for Grueneyes in New York City. "Most reps will share that risk with you and will take products back that don't work." ►My rep/my partner. Returning the favor is a key way to promote a good reciprocal relationship. Notes Chris Kelly, general manger of Optical World in Bridgewater, N.J., "There are times when things are slow. They will work with you and take things back during the slow times and you can pick it up at other times. If you have a month when you are doing well again, give that rep first priority in return." |
4. INVENTORY INPUT
Good reps will not only take back old product that's not working, but they will also make an extra effort to get hard-to-find frames for your clients.
"What I consider a good rep is someone who will work to find a frame for you," says Marty Glickman, co-owner of Opticians 3 in a Chestnut Hill, Mass. "They will call their other accounts and go the extra mile."
5. GET A LEG UP
Your rep can help you stay competitive. From exclusive inventory to trunk shows and customer events, reps can help your business stand out.
"We've done parties with our rep and receptions for existing clients. He is good at creating excitement with our clients and that helps keeps our business moving forward," says Jennifer Cole, co-owner of Glance Optique in South Bend, Ind.
Your rep can also keep your offerings more exclusive. Notes Frank Gaggi, owner of Myoptics, a New York City-based chain. "I need to know that the product that I carry, the guy down the block won't carry also. The reps that I work with help us out with that."
![]({"src":"/media/b3dahp25/22006.jpg","focalPoint":null,"crops":[{"alias":"thumbnail","width":1110,"height":700,"coordinates":null}]})