Does your practice track its second-pair sales rate? If not, it should. Improving this vital statistic translates to revenue growth that drops to the bottom line without adding a single patient to the practice. According to MBA Key Metrics, just 10% of patients in independent practices purchase more than a single pair during an eye exam visit. However, top performing practices can hit 33%. So, what accounts for such a disparity? There are 4 key action steps necessary to improve a practice's second pair sales:
1. Track your current rate and set clear goals. Educate your staff on the importance of second-pair sales and reward appropriately when your practice achieves its goals.
2. Promote second-pair sales that offer significant savings to patients. For most practices, discounts average 20% which consultants claim is too low to create an immediate call-to-action.
3. Partner with a quality, reliable value frame company and lab to offer finished products you'll be proud to deliver. Consider their frame and lens packages.
4. Market to patients using email campaigns, social media, and doctor/staff recommendations. Everyone must be on board to achieve your goals.
A recent article in Review of Optometric Business outlined how one practice is seeing real results using the above plan. Read ROB Article
Second-Pair Sales is a critical practice management strategy the entire staff can embrace. Contact your Modern Optical Rep to see how we can help boost your practice achieve its desired results.
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