IGNITE YOUR BUSINESS PART 2, REFINING YOUR ROUTINE FOLLOWING TRANSITIONS ACADEMY

By Scott Betcher
While conferences and educational events can motivate you to make big changes in the workplace, it’s important to make sure you start with implementing small changes so that it’s realistic for your team to jump on board. Have you re-visited your goals or ideas gained from Transitions Academy or other conferences? Are you where you’d like to be, or have team members fallen back into the same routine?

Identifying which small changes are right for your lab can be challenging, but often times it’s a matter of simply reviewing the materials provided at these events. At Transitions Academy, lab attendees are presented with new tools and programs that can help them educate customers about the latest products and technologies from Transitions Optical.

“I ended up finding one of my newest educational pieces in an action planning workbook that was given to me during a marketing breakout session at Transitions Academy this year,” said Geoff Ng, account executive at Jorgenson Optical. “It’s basically a ‘cheat sheet’ on the Transitions family of products that lays out the ‘who,’ ‘what’ and ‘why” behind wearing Transitions VI lenses, Transitions XTRActive lenses and Transitions Vantage lenses – and even includes a column on clear lenses for an easy comparison.”

“I’ve made copies of the sheet and share it with each and every one of my customers now. It was a simple change in my routine that is resonating with my customers in a big way,” added Ng.

In addition to educating attendees on the Transitions family of products and photochromic technology, Transitions Optical dedicates time during Academy to sharing data from recent consumer research and wearer tests.

“The one thing we like to provide our customers with is real numbers and real data,” said Bryan Schueler, vice president and general manager for Walman Optical. “The data shared during Transitions Academy this year gave us a strong basis for starting new conversations with our customers to have them think differently about recommending Transitions lens product to more patients. For example, we like to share stats like ‘89 percent of patients want their eye care professionals to offer lens options’ and ‘88 percent of Transitions lens wearers are completely/very satisfied with their lenses.’”

A portion of Academy was also dedicated to educating eye care professionals about creating positive experiences for their patients through recommendations. Recent research from Transitions Optical shows that how a product is recommended is just as important as actually making a product recommendation. For example, three out of four consumers who said the eye care professional used “positive” language when making a product recommendation and discussing product benefits had a “positive” overall experience.

“We’re encouraging our customers to speak differently about Transitions lens products this year,” added Schueler. “We watched two of our biggest customers really embrace the messaging taught during the breakouts at Academy, and so decided to partner with one of our Transitions Optical representatives to present a portion of that presentation to our customers at 35-plus events in 2013. Incorporating education on Transitions lenses isn’t something new for us, but adding this presentation to our curriculum is giving us a way to do more with Transitions education.”

Both Jorgenson and Walman are also leveraging the honor of becoming the next Transitions Eyecare Practice of the Year award by using it as motivator for customers to meet their Transitions lens goals and strengthen their partnerships.

“We helped Clarus Optical become a finalist for 2012 and are teaming up with them in a big way again to help them be in position to earn the 2013 title,” said Ng.
“One of our customers is determined to be the next Eyecare Practice of the Year and so we’re providing them with more routine education and benchmarking data,” said Schueler.

POTENTIAL CALL OUT
Use the “Who, What, Why” cheat sheet to quickly and easily update customers on Transitions lens product offerings.

Use data shared during the event to start new conversations with your customers. Use the research on positive language to change how customers are recommending products

Scott Betcher is the associate director, U.S. ECP sales, at Transitions Optical.

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Labtalk May/June 2018