first person

5 Questions for…

Tom Pfleging brings more than 25 years of international experience in the optical industry to the president's office at Briot USA. He worked for major international retailers, distributors, and manufacturers before joining the Buchmann Optical Holding Group in 2005 as general manager of Briot/Weco Canada. We touched base with Tom to ask him about his current optical industry touchpoints.

EB: How can ECPs increase their business?

TP: Be an active part of the community. Reach out to schools, retirement communities, sports teams, and organizations like the Special Olympics, and so forth.

Build on your strengths—be a specialist and advocate for kids' eye health, or the active eyewear specialist in your community. It's important to stay on top of trends and spot them early to determine how your practice can then run with it.

EB: How can Briot help ECPs in this economy?

TP: We offer programs on our own or through finance partners and help evaluate our customers' businesses, not only from an inhouse edging perspective, but also to advise them if it makes sense for them to invest in new equipment.

We help our customers realize savings and generate additional revenue.

EB: Why is in-office edging now important for ECPs?

TP: In-office edging helps practices become more independent from suppliers, be more flexible in choosing the best possible lens options, and increase profits.

Especially in tough economic times, it's important to keep investing in your business. All ECPs should be planning for success and growth.

EB: What's new with in-office edging?

TP: Briot equipment is truly innovative and easy to use, with the ability to perform all jobs in-house. We are currently improving our equipment to account for changes in our industry.

These changes include the ability to easily process new lens materials, new coatings, and new frame styles, all important considerations to keep work in-house and make the best per-job profits.

EB: How should ECPs who have an in-office lab market it to their patients?

TP: Custom-making eyewear sets ECPs apart from the competition, giving them a marketing edge.

Stage open houses: Open your lab one day of the month to let select patients make their own glasses under supervision, or at least to observe the process.

Advertise through local television and radio, the practice and community websites, and emails and mailers. EB