First person

Five Questions for…

Matt Cevasco is a true optical industry veteran. He started out as a lens consultant at Signet Armorlite in 1990 and today is Briot USA's new president and general manager.

In between, he served as director of sales and then vice president of sales at SOLA International and also as vice president of sales at Carl Zeiss Vision. A brief hiatus from optical took him to Gateway Energy Services, a retail energy provider, where he was vice president of sales and marketing.

In all of his roles, Cevasco was responsible for creating value and growing sales, which he consistently achieved. EB tapped him for tips on in-office finishing and making eyewear sales.

EB How can ECPs meet today's business challenges?

MC First, have appreciation for the importance of customer service and for understanding the needs of patients. ECPs also need to have appreciation for the retail perspective that understands the challenge of being successful in a highly competitive environment which requires selling and marketing to succeed.

The reality is that today's market is saturated with optical outlets and the ones that differentiate themselves and create the greater overall value for their patients will be the most successful ones.

EB What's the future of the in-office lab market?

MC More ECPs will look to in-office finishing (IOF) in the coming years, as it's a way to both successfully compete in the marketplace and generate incremental revenue. The move VSP recently made to reimburse for IOF will certainly help drive the segment.

EB What's ahead in regard to edging equipment?

MC We see high-curve edging/beveling capabilities and increases in efficiency when cutting all materials as key for the future. Forty percent of surveyed practitioners indicated that they will shop for a machine with drilling capabilities.

As the price of technology continues to increase—whether frame, lens, or edger technology—the ECP is going to demand more automation, accuracy, and value-type benefits. Improvements in machine automation will encourage those with less skill to enter the edging business. The fewer jobs sent off-site to be completed, the easier it will be to justify the cost.

EB How do the finishing needs of optical businesses with multiple locations differ from those with a single location?

MC With today's technology, it's possible for a multiple-location business to purchase just one edger and multiple satellite tracers for each location to fulfill all edging requirements. So, on a percentage basis, the barrier to entry is actually lower for this business to capture all of its edging needs than it is for a single-location business.

EB Can you offer some hard examples of how in-office edging can segue into lens sales?

MC The first example that comes to mind is being able to sell second pairs, like high-wrap sunglasses. ECPs are more likely to sell multiple pairs if they can offer patients same-day service, like patients can receive on their primary pair. This results in increased revenue and, more importantly, satisfies patient lifestyle needs. EB