november/december 2010 newsletter editors: lisa …coat.tv/newsletter/10-11nltr.pdfnovember/december...

$: November/December 2010 Newsletter Editors: Lisa …coat.tv/Newsletter/10-11nltr.pdfNovember/December 2010 Newsletter Editors: Lisa Harmon, John Cummins Standard refractions and standard$
November/December 2010 Newsletter Editors: Lisa Harmon, John Cummins

Standard refractions and standard eyeglass

lenses are designed to correct lower-order

wavefront aberrations: spherical aberrations and

astigmatism. However, standard lenses cannot

provide compensation for wavefront aberrations

induced by the lenses themselves, or for the many

types of higher-order aberrations found in the

human eye. This seminar will explore all the ways

that new technologies for patient diagnosis, lens

design, and lens manufacturing can compensate

for the patients unique vision condition and other

factors to provide better vision. The seminar will

also exploit all of the comic possibilities of

wavefront technology (if any).

Speaker and Sponsor information on page 2

Tuesday, November 16

sponsors a

Level II ABO Technical Seminar

Texas isn’t known for having four distinctive seasons, but

autumn is definitely on its way. Leaves are falling and there’s a crispness in the air. It’s such a relief from the brutal heat and humidity of summer, and I’m lovin’ it!

Change is inevitable. Doesn’t matter if it’s leaves, computers, mergers, phones, or automobiles. Change is inevitable.

COAT is experiencing a lot of exciting changes: new Advertising Sponsors, a second Annual Membership drive, and an incoming President.

Starting January 1, 2011, Vice President Doug Yepez will become the acting President of COAT. With one year remaining of my second two year term, I am stepping down due to a conflict of interest. There’s a new Houston Pech Optical Lab representative in town and it’s me! Talk about change!

It has been an honor and privilege to serve COAT dat- ing back as far as 2003 as Secretary. In 2008, former President Mark Rice finally persuaded me to accept the position, and the rest is history. The Presidency challenged me professionally and personally, and forced me to grow in ways I never imagined. Thank you for the trust, encouragement, and support you’ve given me along the way.

The September meeting, sponsored by Essilor Labs of America (ELOA), was a great success. Speaker Dan Barron presented a one hour ABO technical seminar to a full house. I want to thank ELOA’s Bruce Tetreault and Lynda Summers for their dedication and support of COAT and opticianry. Their commitment to COAT is further realized by booking our September meetings through the year 2013.

The 2011 COAT State Education Conference and Trade Show is February 4-5, at the Lone Star Corporate College and Conference Center on Louetta and 249. A fantastic day of ABO and NCLE courses, awesome speakers, and an amazing trade show awaits you. Save the date...you don’t want to miss it! Details are coming soon.

Carl Zeiss Vision is sponsoring the November 16th meeting at Dave and Buster’s. Speaker Jeff Hopkins will present a two hour, ABO technical seminar, “Clinical Applications of Wavefront Technology”. This is the last meeting of 2010, so register today.

I look forward to seeing you at the November meeting. I wish each of you a blessed holiday season and a very Happy New Year!

Sightfully Yours, Lisa Harmon, ABOC, NCLEC

November/December 2010 Newsletter

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Prizes galore equal lots of happy people!

(l-r) Essilor’s Kevin Townsley and Jennifer Andrews; COAT VP Doug Yepez, Speaker Dan Barron; COAT President Lisa Harmon; and ELOA’s Lynda Summers and Bruce Tetreault

Guest speaker Dan Barron

A near capacity crowd turned out for Dan’s semi-nar “Progressive Design in the Digital Age.”

(l-r) COAT President Lisa Harmon, Annual Member and prize winner King

Loo, and ELOA’s Bruce Tetreault

Speaker Dan Barron receives a Certificate of Appreciation from COAT President Lisa Harmon

“Education is a social process. Education is growth. Education is, not a preparation for life; education is life itself.” John Dewey

Jeff Hopkins is Carl Zeiss Vision’s Senior Man-ager, Customer Communications and Profes-sional Affairs. In more than eleven years with SOLA Optical and Carl Zeiss Vision, Jeff has developed over 20 ABO and COPE courses, and has presented or co-presented them to au-diences large and small across the country. Topics include lens and coating technology, as well as customer service, marketing communi-cation, and techniques for presenting ophthal-mic products to patients.

Founded in 2005, Carl Zeiss Vision is a worldwide leader in developing and manufacturing ophthalmic lenses, lens coatings, and dispensary technolo-gies. They provide the consumer and the eye car professional with quality spectacles lenses, diagnostic tools, services and support in business.

Premium eyeglass lenses from Carl Zeiss are the result of more than 150 years of advanced re-search, innovation and German technology. For decades, the world’s scientists, doctors, research-ers and engineers have relied on precision perfect optics from Carl Zeiss. From surgical microscopes and lasers to telescopes and lenses used in space exploration, Carl Zeiss is the undisputed expert in premium optics. The company is part of the larger organization, Carl Zeiss Vision International GmbH.

Zeiss has subsidiaries in more than 30 countries and is represented in more than 100 countries with major production centers in Europe, North and Central America and Asia


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(800) 324-5221 3255 Executive Blvd. Ste. 100

Beaumont, Texas 77705

www.omnioptical.com

“We Won’t Send It To You Unless

We Would Wear It Ourselves”

VisionWeb's OAA Royalty Program provides royalties to the OAA and state associations for the orders that Opticians Association of America (OAA) members place on VisionWeb. COAT represents Texas as the OAA state society, and is eligible for this program.

Royalties will be used to help support various programs and defray membership costs. If you use VisionWeb, please register today. It costs nothing, but accrues royalties every time you use VisionWeb. Once you register, all orders placed by your staff count toward your practice’s order for the annual earning period, which runs from April–March.

Register in 5 easy steps!

STEP 1: Log in on your VisionWeb account

STEP 2: Click the OAA Royalty Program

STEP 3: Fill in the required fields

STEP 4: Select Certified Opticians Association

of Texas from the state association list

STEP 5: Enter OAA Member # 734620 and submit

Thank you for supporting Texas opticianry!

PECOS Deadline Approaching

Act Now - Prevent Payment Interruption Now is the time to make sure your ordering/referring providers are enrolled in Medicare's Internet based PECOS (Provider Enrollment Chain and Ownership System). The deadline for compliancy is Jan 3, 2011. To find out if your physician and non-physician (optometrist) provider's information is in PECOS, review the list released by CMS of physician and non-physician providers who are eligible to order and refer in the Medicare program. The list is alphabetical with the first and last name and NPI. Suppliers can access the list at: www.cms.hhs.gov/MedicareProviderSupEnroll Click "Ordering/Referring Report" to view the list. Suppliers should check to see if their internal and external, "outside" referring provid-ers are listed. If your internal providers are not listed, the provider will have to update their information in PECOS. As a Supplier, you cannot do this for the pro-vider unless the provider has authorized you through CMS. If outside referring providers are not listed in PECOS, you should contact them and let them know that you will be unable to fill the Rx's of their referred post-op cataract patients, until they update their PE-COS enrollment.

Contacting outside referring providers can be a sensi-tive issue. Several of the DME MAC contractors have a sample letter for contacting outside providers which you can modify to fit your needs. Search "PECOS" at your DME contractor's website.

NHIC MAC A: www.medicarenhic.com

Noridian MAC D: www.noridianmedicare.com

NGS MAC B: www.ngsgovernmentservices.com CIGNA MAC C: www.cignagovernmentservices.com After Jan 3, 2011 the DME supplier's claims with ineligi-ble referring providers will be denied. Claims filed electronically will receive notification of the denial. Paper claims will not be paid and no notification will be issued.

DMEPOS Supplier Standards

As of October 1, 2010, Medicare’s DMEPOS Suppliers Standards have changed. There are now 30 standards that must be given to each Medicare patient. Make sure you have the new standards by visiting:

www.coat.tv/Medicare30SupplierStandards.htm

You may also access it from our website home page at www.coat.tv


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1. Website: www.coat.tv 2. Email: [email protected] 3. Phone: 713-890-2520 4. Facebook

All ABO and NCLE certifications are for three (3) years. Continuing education credits (CECs) must be earned within the three year certification period and may not be accumulated and carried over from one period to another. All CECs and renewal fees are due on or before your expiration date. If you fail to complete the requirements on time, you have a 4th year to complete them. During that year, your certification is suspended. This suspension year is not an extension, but will overlap into your next certification period. Renewing in the suspension year requires the payment of an additional $15 late penalty.

Continuing Education Renewal Requirements:

• ABO Certified: Send in 12 ABO approved CECs (up to 3 may be NCLE approved) and the $85 fee.

• NCLE Certified: Send in 18 NCLE approved CECs (up to 6 may be ABO approved) and the $85 fee.

• ABO and NCLE Certified: Send in 21 CECs (9 ABO approved and 12 NCLE approved) plus the $170 fee.

Acceptable Continuing Education Credit: For ABO:

• Spectacle related courses approved by ABO with an

assigned course number.

• Advanced certification prerequisite courses (ABO or NCLE).

For NCLE:

• Contact lens related courses approved by NCLE with an assigned course number.

• Advanced certification prerequisite courses (ABO or NCLE).

Contact lens related courses approved by NCLE with an assigned course number. Advanced certification prerequisite courses (ABO or NCLE).

Alternate Renewal Methods:

• New ABO: You may submit proof of maintaining a valid state license if the state has a satisfactory provision for continuing education.

• New NCLE: You may submit proof of maintaining a valid state license if the license entitles you to fit contact lenses and the state has a satisfactory provision for continuing education.

• For Either: You may also retake and pass the exam for re-certification instead of earning CECs, but only in the third or suspension year of your certification. You may not sit for the exam at any other time during your certification.

Send CECs and Renewal Fees to: ABO/NCLE 6506 Loisdale Rd., Suite 209, Springfield, VA 22150 Be sure to include your name, address and certificate number.


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Option 1: $495 annual fee and includes:

� One-fourth page ad in six consecutive bimonthly newsletters � Logo on website sponsor page linked to company website � Optional second page link from logo -pdf sponsor supplied (COAT can create the second page for an additional charge) � Logo on sidebar of 5 web pages

Option 2: $295 annual fee and includes:

� Business card size ad in six consecutive bimonthly newsletters � Logo on website sponsor page linked to company website � Logo on sidebar of 5 web pages

For more info: 713.890.2520/[email protected]

To place an ad, call 713.890.2520 or email [email protected]. The cost is $35 for ads up to fifty words, payable by check or money order. Ads post on the website for sixty days and run in one bimonthly newsletter.

How Would You Like Your Newsletter? Mailed or Emailed? Tell Us Today! 713-890-2520 / [email protected]

JJJJoin oin oin oin UUUUs on s on s on s on

��Optometric Assistant/Receptionist needed for a Sugar Land optometric office with great communication and customer skills along with experience and knowledge of medical/vision insurances. Also prefer a candidate who is bilingual and proficient in computer skills. Also seeking an Optician with great sales skills and some lab experience. Offering com-petitive salary, commission, and benefits. Please call 281-565-3937 or fax/email resume to 281-565-9440/ [email protected]

��Our patients have rewarded our superior care with continued growth. As a result, we are seeking people-pleasers interested in a career with a first-class eye center. Private West Houston Optometry Group. Competitive pay and benefits, including health, dental, 401K, commission, team bonus, vacation, holidays, fitness club and a great work environment. If this sounds like you, call Jane at 281-556-5353 or email resume to [email protected]

��Colony Eye Care in Sugar Land seeking full-time experienced OPTICIAN. Applicants must have sales ex-perience; enjoy working with people; and familiar with latest frame fashions and lens technology. Must be neat, organized, and value working in a team environment. Computer skills required. Monday - Friday. No Saturdays. Fax resume to (281) 265-2029 or e-mail to [email protected]

��Bellaire Family Eye Care is seeking an OPTICIAN to fill a full-time position. Previous optical/ophthalmic experience pre-ferred. Monday-Friday only. Email resume to [email protected] or call 713-664-8087.

��OPTICIAN needed for private optometry practice in the west Houston area. We prefer a minimum of five years experience including knowledge of vision insurance plans. Candidate must have working knowledge of lensometry and be very detailed oriented. Office hours 8:30-5:30, 2 Saturday mornings per month and ½ day off during the week if wanted. Competitive pay and benefits. Email resume to [email protected]

��The Optical Place is looking for an experienced OPTICIAN must be bilingual (English/Spanish). Some knowledge of computers, lab experience and contact lenses a plus but not required. Please e-mail resume to [email protected]

��We are looking for one full time and one part time OPTICIAN for a busy optometry practice at Richmond and Kirby, in central Houston. We prefer at least 5 years experience with a working knowledge of lensometry and heavy experience with vision plans. Hours are 8-5:30 with flexibility on time off. Strong customer service ethics. Competitive pay and benefits, medical, dental insurance, vacation, holidays, and 401K available. E-mail resume to [email protected] or fax to 713-957-3449.


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1. Website: www.coat.tv 2. Email: [email protected] 3. Phone: 713-890-2520 4. Facebook

The date and place have been set. The conference will be held at the newly renovated Lone Star Corpo-rate College and Conference Center (previously Com-paq/HP Corporate headquarters). This high tech facil-ity not only has spacious conference rooms, but hi-tech computer labs as well.

The event kicks off on Friday evening with a wine and cheese reception. Registrants will receive their name badge and conference materials, allowing them to by-pass Saturday morning registration lines.

Saturday boasts a full day of basic and intermediate level ABO and NCLE courses, presented by the indus-try’s finest. Saturday evening closes with dinner, mu-sic, and a “surprise” guest.

As always, our great sponsors will indulge the crowd with a fabulous trade show. The top names in frames, labs, and lenses are sure to be there.

We’ve packaged awesome networking opportunities, audacious education, and an astronomical amount of fun for you! You won’t find a lower price anywhere!

How Much Will It Cost?

Early - received by 12-5-2010 $117

Regular - received by 1-5-2011 $137

What’s Included?

Friday evening wine and cheese reception Saturday Continental Breakfast (7:30 general session) ABO and/or NCLE education courses Computer Courses (limited seating) Lunch Saturday Buffet Dinner (must rsvp) COAT Annual Membership ($70 value) OAA Annual Membership ($65 value)

How Can I Register?

1. In person at the November 16th meeting

2. At www.coat.tv (more information to come)

3. By mail - send check or money order to:

Certified Opticians Association of Texas 14206 Laffite Drive Cypress, TX 77429.


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has more power, since spheres have the same power in all meridians.

Example: OD - 0.75

OS + 0.25

In this case the appropriate lens to begin our analysis of vertical prism would be the right lens. The right has the most power over all. We are not concerned if the value is minus or plus; just the absolute amount of power.

Given the Rx below, which lens should you choose to place into lensometer first when checking for vertical prism?

OD +2.00 -2.00 x 180

OS +1.00 -2.00 x 180

If you said the left eye, you are correct. For those of you who did not know or just guessed the answer and got it correct, see the explanation below.

On an Rx with cylinder power, we must visualize the Rx on an optical (power) cross . A power cross is a graphical rep-resentation of the power of the lens in the principal meridi-ans. By definition, the sphere power is located on the power cross at the written axis .

The right lens, +2.00 -2.00 x 180, is illustrated on the power cross at the right. The optical cross shows the actual powers in the principal meridi-ans of the lens. Note: we added the sphere power to the cylinder power, resulting in zero at the 90th meridian.

Let’s place the left lens on the power cross and take a look at the powers in the principal meridians of that lens. +1.00 -2.00 x 180 is shown on the cross to the left. First, place the sphere power on the limb of the cross of the cylinder axis. Second, algebraically add the cylinder power to the sphere, and place that value 90 degrees away

from the cylinder axis. The left lens has a minus one power (-1.00) in the vertical, or 90th, meridian of that lens power; therefore, it is a stronger power than the zero power (0) of the right lens in its vertical meridian. So for this Rx, it is imperative to begin with the left lens when attempting to determine if the Rx has vertical prism.

In closing, I want to be sure you understand what the Major Reference Point (MRP) of a lens is. Think of the MRP on the lens as the point on the lens that has the prismatic effect that is called for in the prescription written by the doctor. When no prism is prescribed, the MRP is the optical center of the lens. If prism is prescribed, the MRP is the point on the lens manifesting the amount and the direction of the prism prescribed. In either case, the MRP should fall di-rectly in front of the center of the patient’s pupil.

Mark Rice, ABOM

Need answers to your optical questions?

The ABO Master is in the House!

QUESTION

What is the proper way of checking a pair of glasses with opposite signs in the lenses?

ANSWER

So you want to know how to determine if a pair of spectacles has vertical prism or not? I thought you’d never ask! I am encouraged to know that COAT members care enough about their patients, and want assurance that the job is done right. This is an important subject, in that our eyes are less tolerant of vertical prism than horizontal prism. The presence of unwanted vertical prism has been shown to cause headaches, as well as decreased visual acuity.

Before beginning the verification process on any pair of spectacles, always ask yourself which lens has the most power in the 90th meridian. The reason for this is easy to illustrate. If you were trained to always neutralize the right lens first, you will end up with some real issues. Here’s an example: OD plano sphere

OS -2.00 sphere

When you attempt to center up the sphere target in the lensometer on the right eye, you will notice no matter where you place the lens, it appears centered very well. Even on low power like a .25 sphere, you can spot the OC of the lens with an ink mark, remove and then place it back in the instrument, and spot again. Often it will spot a little different each time. So in this particular case, if you spotted the right optical center first, and then move to the left lens without moving the support table of the lensometer, you may see what looks like vertical prism.

Now on the same Rx, neutralize the left eye first. Vertically target the optical center sphere and spot it before moving over to the right. Do not move the lensometer rest supporting the spectacles. You should be on center, but if you’re not, vertical prism is present.

Was it prescribed by the doctor or ground in error? Only the doctor’s Rx reveals if it is intended prism or sloppy optics. Remember ANSI? She was the cute girl who winked at you at Vision Expo? And for the ladies reading this, my mistake...ANSI was the Brad Pitt look-alike in that booth on the corner. Okay, enough already! Back to optics and vertical prism.

The latest issue of A.N.S.I (American National Standards Institute) has a reference when it comes to vertical prism. An Rx can have no more than .333 diopters of unwanted prism to pass inspection, and in higher powers, the optical centers must be within one millimeter of the specified MRP (Major Reference Point). Oh boy...anybody have a Tylenol? This writer has gone off the deep end now, but stay with me, and we’ll come back to MRP.

As I mentioned earlier, remember to decipher which lens has

the most power in the 90th meridian before verifying an Rx for

prism. On a simple spherical Rx, it is easy to see which lens

“Ask the Master” a question! Email it to [email protected] by January 10, 2011, and your question might be published in the January 2011 newsletter. You will be notified if your question is selected, and you can let us know if you’d like to be anonymous.


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Your Customer Care Team

Phone: 713-663-3000

Ereka

Jennifer Marianna Michelle

Tanya Shawna Tonya

As I sit here writing this article, a familiar fragrance wafts through the air. It seems to start in October, and again in April, and reaches its peak around the 3rd Sunday of November and May. If you haven’t guessed, then you’ve either never

experienced it, or it’s been so long ago you’ve forgotten. The scent is FEAR! It can only mean one thingUtime for the ABO exam.

I remember this fear both times I sat for the ABO. And no, I am not sadistic. The first time I took the exam, I barely passed, having been in the optical industry for just over a year. I faithfully kept up my credits and required renewal fees, and then in a moment of pure genius, I changed careers. I allowed my certification to lapse, and figured out what most opticians already know...opticianry isn’t just a job, it’s a career.

I sat for my second ABO exam May 2009. This time I had years of experience and on the job training, but the formulas were just as confusing. We should all be using “prentice rule”, calculating edge thickness, and verifying true vs. effective power, but we get lazy and rely on the lab to do it for us.

So, for those who are about to take the ABO exam, here’s some practical advice.

1. Relax. Take a deep breath and let it all out. You’ve studied and prepared. You really do know more than you think you do.

2. Wear glasses to the test. Even if you don’t wear an Rx, wear a pair of planos. Adjustment questions are easier if you have a frame in hand.

3. Read the question carefully. Then read the question again. Make sure you understand what the question is asking. Trick questions and questions with too much information are very common.

4. Pace yourself. This is not a race. You have 120 minutes to answer 125 multiple choice questions.

5. Employ the process of elimination. Rule out answers you are know are incorrect.

6. Go with your gut. If in doubt, rule out false answers and go with the one you feel is correct.

7. The answer is “B”. A very wise optician told me, “if all else fails, the answer is ’B’.” Of course, he was correct about 80% of the time. (thanks, John)

Above all else, do not cram the night before and get plenty of sleep. Know exactly where the test location is, so you can arrive early with a calm frame of mind. Good luck.

Doug Yepez, ABOC COAT Vice President

Mary BarelaMary BarelaMary BarelaMary Barela

Mary was the first person to locate Little Eyeglass GuyMary was the first person to locate Little Eyeglass GuyMary was the first person to locate Little Eyeglass GuyMary was the first person to locate Little Eyeglass Guy

in the last newsletter. Mary is the proud winner in the last newsletter. Mary is the proud winner in the last newsletter. Mary is the proud winner in the last newsletter. Mary is the proud winner

of a Starbucks gift card. Thanks for playing! of a Starbucks gift card. Thanks for playing! of a Starbucks gift card. Thanks for playing! of a Starbucks gift card. Thanks for playing!


9 w w w . c o a t . t v

The Society for Advanced Opticianry was formed at ABO/NCLE National Education Conference Cincinnati, Ohio on September 19, 2010

The Society for Advanced Opticianry, an organization whose purpose is “to elevate the profession of opticianry through advanced education thus providing a higher level of skill and care” was created at the third annual ABO/NCLE National Education Conference in Cincinnati Ohio, held September 16-19, 2010.

The society elected its initial slate of officers and directors including Thomas Blair, Jr. as President, Bob Klomann as Vice President, Carrie Wilson as Secretary and John Bruening as Treasurer.

Laurie Pierce, the society’s Public Relations chairperson said, “For opticianry to grow and flourish as a profession, educational standards must be raised. The society was created to foster growth in education requirements and recognize opticians who reach higher educational standards.”

The SAO’s next meeting will be at the Opticians Association of America’s Leadership Conference January 20-22, 2011 in San Antonio, Texas.

Front Row L to R John Bruening, Treasurer; Thomas Blair, Jr.,

President; Carrie Wilson, Secretary; Bob Klomann, Vice President

Back Row L to R

Don Price, Sam Johnson, Gary McArrell, Warren McDonald PHD, Roy Ferguson PHD, Laurie Pierce,

Bob Faktor

Contact Information Laurie Pierce, ABOM

Public Relations Chairperson Society for Advanced Opticianry

[email protected] 813-253-7433


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As a small business owner, you know more than anyone that repeat business is essential, even critical, to keep your doors open and foster growth. Your customer’s continual business is the foundation on which a prosperous enterprise is built. Think about the amount you spend on advertising, direct mail and publicity to get a new customer but it costs nothing but effort to keep them. Large companies rely on continual advertising and expensive promotions to retrieve their customers because they can’t always control the customer service and personal attention. They have to run super sales at low-profit prices to get their customers back

When you think about going back to a fast food restaurant, do you remember their last big advertising campaign on TV or the person who served you? My guess is the advertising which costs BIG BUCKS $ that a small business can’t afford. So why not take the easier and more economical way, because you can! Remember that repeat satisfied customers will build your business faster than anything else. Repeat business pays the bills and allows you to get a good night’s sleep. Here are 20 ideas that you can adapt to your business to keep your customers coming back:

1. Use their name – often. How important do you feel when you walk into a business and you hear “Hi Bob, how are you today?” Find a way to remember names and associate with faces. You’ll convey a good feeling right from each first contact.

2. Give more than you promise - Deliver quicker, add a little extra to their order, charge a little less than your estimate, upgrade at no charge, etc. We all like pleasant surprises, they come so seldom and are easily remembered.

3. Hire friendly people – a smile on their face and in their voice is just what many customers need to feel comfortable doing business with you. The words friendly and smile should appear in all your help-wanted ads. Don’t settle for less.

4. Say Thank You – we all want to know that our patronage is appreciated; after all, we’re spending our hard earned money. These two simple words should be in everyone’s vocabulary at all times, they never get old.

5. Ask for customer input – what new products or services do they want and will they purchase them? What don’t they like; selection, prices, business hours, long lines? Then it’s your responsibility to change what you can and give them feedback.

6. Change with the times – products, services, benefits and technology change quickly and constantly, don’t remain stagnant. What was popular yesterday may be obsolete today and gone tomorrow. Stay on top of the trends in your industry. Read trade magazines and attend trade shows.

7. Calculate the long-term value of a customer. How often do they buy from you and how much will they buy over 10 years – 20 years? The numbers will surprise you but the only way to receive that business is to keep them satisfied.

8. Match or better yet, exceed what your competitors are offering. This doesn’t mean a price war but find ways of doing it better, be an innovator, not a copycat.

9. Show customers the benefits rather than the features. They want to know “what can it do for me”, not technical jargon or shoptalk. How will your products make their job or life easier – that’s what sells!

10. Reward customer loyalty – use frequent buyer programs, coupons, cards, special gifts, etc. Prior notice of sales, early bird offers, preferred customer lines and special attention. Everyone likes that little something extra.

11. Treat employees well – their enthusiasm and pride for your business will come out when dealing with and assisting your clients and customers. Encourage suggestions and create a feeling of trust and respect. Well-trained and compensated employees will stay longer and require less supervision.

12. Do constant research – make sure you are pleasing and satisfying customers through surveys and comment cards. Have an employee-of-the-month and let customers vote and add to their comments or special requests.

13. Stay in contact – you need to be in your customer’s mind every time they need to buy in your industry. Develop and use mailing lists from orders, contests or business card drawings. Send to people who are already customers more often than random prospects and give them a new offer or reason to purchase again.

14. Handle problems and complaints promptly – every order or purchase in every business doesn’t always run smoothly – it’s just part of being in business. BUT, it’s how you resolve the problem that really matters. Take the customer’s view, show empathy, and make them satisfied as quickly as you can. Don’t sidestep complaints and make the client ask twice.

15. Provide customer education – an informed and knowledgeable customer is a better consumer of your products and services. Offer verbal instructions and ideas along with easy-to-understand brochures. Have on-site classes at no charge for anyone who wants to know more about your industry.

16. Cross train your employees – when someone is off or on vacation, there will always be someone who can step in and handle a customer’s questions. A factory can’t have one part of its assembly line or the entire operation stop – don’t let there be any gaps in your service.

Continued on page 11


1 1 w w w . c o a t . t v

Dave Koury - South Central Regional Sales Mgr 512.497.4947 - [email protected]

Brent Foxworth -North Central Regional Sales Mgr 214.405.6828 - [email protected]

Nhu Ho - Territory Sales Mgr 713.560.7858 - [email protected]

Cassandra Viles - Territory Sales Mgr 832.577.3507 - [email protected]

DIANE GLOVER - 832.326.0982

Sponsorship Support Omni Optical Lab

Advertise Duffens Optical Clearvision Optical

New Walman Optical Vision-Ease Lens

Safilo Hoya Vision Pech Optical Corp

Opticianry Luxottica California Accessories

Continued from page 10

17. VIP treatment – special attention, special hours, meeting the owner/president, and other perks make customers feel like you really appreciate and need their business – because you do. The airlines do this at little expense by providing preferred check-in lines and up-grade seating. Find something you can offer that makes your customer feel highly valued.

18. Get testimonials – letters and comment cards from satisfied and enthusiastic customers are a great selling tool for use with new prospects. No one wants to be a guinea pig and past performance can create a comfort level for new buyers. You probably won’t get letters from satisfied customers unless you ask – so always request them.

19. Assess your customer’s needs – always be thinking of better ways to improve your products and services to fulfill your customer’s needs and wants. Many times little changes can add big value and increase sales, re-ferrals and repeat business.

20. Use your employee’s ideas – they have everyday contact with your customers and many times will have suggestions you didn’t think of. Always reward ideas that you use and make it contagious in your business. Encourage employees to submit their ideas.

The bottom line is – you work hard and spend money to get customers, don’t let them escape. Do everything and anything necessary to satisfy them and keep in contact. Keep them coming back over and over again and your business will be prosperous and growing.

Barry Thomsen—Speaker and author of The Jelly Bean Principle: 105 Ways to Stand out from Competitors.

Contact Barry www.idealetter.com

S V J H L N O P O Y C Z Y S F P M K L S S K E O P L U Q P R E R F G L R K U Q A U D E C I Z M C X N M Q P T U O C Z J V C P W N K M R P E A O Y Q A M C J K A I D I P F

R P N P O I W X T C J L D P Q S G U T O F M E K S C S F F R T A H Y C I N D F P R L U W I I A D S S Y C I Y R O S O Q F O T Q U I T J H M A E I H L C N G A I S E N E F

H P U R S F R T C B V E A V E S K N O N W O O M N I O P T I C A L L A B I X S I Y V P J O L K O O K P S A T A R R V I O S I T P Q O S H W P R E I M A G X P A K P I I Z

K Y C C V W C L P Z H V I V G Y E T V V W J Q E I A B E N H P E S P N R O R I R M L G P C D Z N I W W R A V R D R H N C A O H W P Z E S W U A M D S E Q O B O W A E E O

L A C I T P O N A M L A W W S D F L L P N I P T S B F X M K I L O G W V N V I C R F A D V E R T I S E E U Y C Q D U O V L R P A S W D W E N R B E L L A R G P G P H A M

X O X I H O Q L Q Z H X Z Z L B Z X S H C


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Mission Statement Certified Opticians Association of Texas

provides educational opportunities to certified and non-certified eye care providers, promoting

opticianry as a Texas healthcare profession.

BOARD of DIRECTORS

President: Lisa Harmon, ABOC, NCLEC Vice President: Doug Yepez, ABOC Treasurer: Judy Miller, ABOC Secretary: John Cummins Website: Lisa Harmon, ABOC, NCLEC

Address change? Don’t miss out! Returned newsletter addresses are removed promptly from our database. Visit www.coat.tv or call 713.890.2520

October 2010

31 - ABO Prep Course, Houston

November 2010

16 - COAT Meeting - Carl Zeiss Vision

21 - ABO-NCLE Exam

January 2011

18 - COAT Meeting - Vision-Ease Lens

February 2011

4-5 - COAT State Education Conference & Trade Show

Tuesday, November 16

sponsors a

Level II ABO Technical Seminar

Location: Dave & Buster’s 6010 Richmond Ave- 77057 Registration: 6:00 — 7:00pm Dinner: 6:30 – 7:30pm 2 HR ABO Seminar: 7:15 — 9:15 pm Cost: Annual Members - No charge Non member - $20 (cash or check) RSVP by November 12, 2010 Choose 1 of 4 methods: —www.coat.tv —[email protected] —Facebook

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