Aftercare is route to sales success

The event, organised by the Association of British Dispensing Opticians and the Association of Optometrists, will take place in the West Midlands on June 4. Marketing specialist Patrick Myers, who is managing director of Myers La Roche, the AOP's partner firm and business adviser to the profession said that the optical retail market was changing rapidly. 'Some people think that the rate of change of the past 10 years is over,' he said, 'but I think it will continue and practitioners will have to keep up. 'An increase of 10-12 per cent in turnover is not difficult. With better aftercare for example, or taking the time to explain to the patient the benefits of different products, practitioners can improve their performance.' Aftercare and customer service should be a trademark feature of every practice, he said. He warned that practitioners should be alert to new business opportunities, with the demographics of an increasingly ageing population being a key factor. He said there should be less emphasis on brands and more on customer care. 'The public will be prepared to pay more for a higher levels of service and good advice.' Mr Myers is one of the five speakers at the 'CET day' next month which will cover organisation, web sites, marketing and selling and radio advertising. It will be held from 9.30am-4.30pm at the Jarvis Hotel in Solihull, West Midlands. AOP handover Donald Cameron (above) handed on the chairmanship of the Association of Optometrists to Rosie Gavzey at last week's annual general meeting. Don Grocott has become president after Sir Richard Meyjes, 82, stepped down after five years in the role. Sam Rosenthal and Tom Bond were both given honorary membership for their service to the association. The Peter Yeo Memorial Medal was awarded to Welsh optometrist Ben Lewis, and to Mr Yeo posthumously.