Case Study: Patrick & Menzies

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We are sales people that train. We make live calls during training to demonstrate the practical techniques we share.


Case Study: Patrick & Menzies


Patrick & Menzies are independent opticians. They found that many of their patients were taking their prescriptions elsewhere and even their experienced opticians were not understanding sales.



How we worked with Patrick & Menzies.


Objectives

  • To generate more revenue from existing patients
  • To gain new patients
  • To increase referrals
  • To increase the conversion rate from “no change” in eye exam to a sale

Challenges

  • Operating in a market place where the multiples are discounting their eye exams and spectacles
  • Very experienced optometrists not understanding sales
  • Too many patients taking their prescription elsewhere
  • Too many missed opportunities to up sell and cross sell

The Training Course

We delivered a three day bespoke training program which included:

  • Telephone manner and techniques on handling inbound enquiries for the price of an eye exam
  • How to deliver world class customer service to every patient
  • How to turn ‘no change in eye exam’ to a sale
  • How to take a viewing to gain more and better offers
  • How to stop patients having the eye exam with you and going elsewhere to buy


The Results


Patrick & Menzies began to understood the sales process and in doing so, increased per head spend and had 2 record months following training.


  • We increased our per head spend by 15%.
  • We converted 30% of patients; who previously bought elsewhere.
  • We had two all time record months.
  • Our average spend went from £140 to £180 and was maintained.
  • Our entire team regained their hunger for their role resulting in a consistent level of increased performance.

 


Testimonial Gavin Rebello
  • Gavin Rebello
  • Partner

“What makes Boyd stand out from your general sales trainer is that he understands people and what drives them to make the decision on whether to buy from you or your rival. His training is the perfect balance of increasing sales by improving service and he factors in the differing personalities and key motivating factors of each individual on your team. In tough economic times our 24 year old successful business has seen an 8% increase in sales which has included 2 all time record months. This in a year which has seen an unprecedented number of other optical practices struggle or even close. He has transformed our weakest performer, building their confidence with significant results and consistent performance. I have no hesitation in recommending Boyd, he is a people person, delivers fantastic results and your investment will be repaid in multitude.”

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