Unique Perspective: Managing Frame Lines
Before working at my current office I had never worked somewhere that had managed frame lines the way I do now. It is quite a unique and balanced approach of which the sales of a line purely depends on the optician who manages it.
No matter the size of your office or how many opticians you have, this approach could be applied. Now I know that mostly all opticians are control freak type-a personalities but it would benefit your practice by considering this method. In addition, you will be able to see the results and use that for what to-do or not to-do for future frame board management.
For each frame line we sell in our office, one specific optician manages it and meets with that rep. For example, an office has 20 frame lines with 12 reps (some reps will be responsible for multiple lines). Those 12 reps will be divided up between all opticians at the office; If you have 3 opticians, then each will see 4 reps. When designating reps, some opticians may prefer certain brands, or some may be less favored. Try to divvy up the lines based on who likes what and if there are leftovers then do a drawing. If no one can agree on anything then do a drawing for all brands.
Having dedicated brand managers puts accountability on the optician to make wise choices and see the rep regularly. Get familiar with the brands you represent and what market they sell to – when selecting frames, buy for that market. Try to keep true to the brands niche.
In between rep visits keep an eye on your frames, if some great frames sold quickly then reorder them. Also keep an eye on what doesn’t sell and don’t order those styles again for that brand.
Having dedicated brand managers puts accountability on the optician to make wise choices and see the rep regularly. Get familiar with the brands you represent and what market they sell to – when selecting frames, buy for that market. Try to keep true to the brands niche.
In between rep visits keep an eye on your frames, if some great frames sold quickly then reorder them. Also keep an eye on what doesn’t sell and don’t order those styles again for that brand.
Article written by Carissa Dunphy, ABOC
Find her here: Optician Now | Instagram | LinkedIn
