Tag: fashion eyewear

Episode 27: Bring Style into Your Sales Strategy

Eyes Wide Open, Podcasts

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Wendy Buchanan is a Registered Optician and an Image Consultant. Wendy has a highly successful mobile practice.  She shares her highly unique skill set with Optometry practice owners through a training course and consulting.  Podcast host, Dr. Glen Chiasson explores Wendy’s success formula, how it came about and reveal how Optometry practice owners and managers can bring optical sales to a new level.

About the Guest

Wendy Buchanan combined her Fashion Image expertise with her Opticianry skills to build a hugely successful mobile practice. Over the last 25 years Wendy has built a proven system to style boutique fashion eyewear in multiple pairs with a very high repeat purchase.

Wendy lives in Mississauga Ontario, has a passion for all things fashion, takes an amateur stand at hitting a little white ball and enjoys peanut butter and jam on toast.

Episode Notes

Wendy relates her “optical journey” with podcast host Glenn Chiasson from junior lab tech to registered optician to entrepreneurial eyewear stylist and optometry practice consultant.

She reveals why she initially left the optical industry and pursued an alternative career in image consulting, only to be guided back into the optical world by serendipitous comments by her customers.

Wendy provides insights into the system behind her Be Spectacular framework  which has yielded outstanding results for optometry practices teaching teams to style and sell increasing capture rate.

Resources
Dr. Glen Chiasson

Dr. Glen Chiasson

Dr. Glen Chiasson is a 1995 graduate of the University of Waterloo School of Optometry. He owns and manages two practices in Toronto. In 2009, he co-hosted a podcast produced for colleagues in eye care, the “International Optometry Podcast”. He is a moderator of the Canadian Optometry Group, an email forum for Canadian optometrists. As  a host of  “Eyes Wide Open”, Glenn  looks forward to exploring new new technologies and services for eye care professionals.

Dr. Chiasson enjoys tennis, hockey, and reading. He lives in Toronto with his wife and two sons.

Dr. Chiasson splits EWO podcast hosting duties with Roxanne Arnal.

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Insight with Wendy Buchanan

Insights, Practice, Resources

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Wendy Buchanan, Eyewear Image Expert is a Registered Optician, Image Consultant and Educator.  She is the creative force behind the Be Spectacular Eyewear Styling System® for Eye Care Professionals. Wendy helps practices implement sales strategies that empower teams to confidently sell and style multi pairs for profitable practice results.

Wendy Buchanan

Registered Optician (Ontario) and Image Consultant
Mobile Practice:  Perceptions Eyewear
Consultant and Trainer:  BeSpectacular Eyewear Styling System

 

What advice would you give a new grad today?
My advice to a new graduate would be to include and invest in your Optical Gallery.  You spend time attracting patients, providing the best eye care, building relationships but without an attractive eyewear selection, your patients walk down the street and spend their money.  Invest in diverse product and then hire people who like people and fashion and train them to create an exceptional buying experience.

What business books would you advise other ECPs to read?
The business book I highly recommend to read is “Start with Why” by Simon Sinek.  Simon encourages people to find work that inspires themselves and others.

This book was instrumental in helping me get a clear focus about not simply what I do or how I do it but WHY I do it?  This read was crucial in my understanding that it is not about the money, it is about the action and getting results.

If you don’t read the book, watch his TEDx Talk.  It is brilliant.

How do you choose the eye care products that you sell to your customers?
I like to stock eyewear from boutique eyewear designers and then find the perfect face to match.  Independent eyewear designer creations can be matched to the style personality of my clients and provide something that is truly unique. Each piece has a story to tell.

What is your favorite TV show / Netflix series?
My favourite Netflix series is The Marvelous Mrs. Maisel.  The main character is energizing to watch as she pivots her life with ease and grace to pursue a career that she loves.

The 1950’s New York fashion is incredible and I would trade big bucks to hang out with the wardrobe department on this set.

What’s your favorite movie?
The only movie I have loved watching more than once is Bohemian Rapsody.

Never a big fan of Queen, this movie converted me to a raving fan. I was completely mesmerized by Freddie Mercury’s fearless journey, willingness to be himself and his ability to intuitively follow his instincts.

Last indulgence?
My last indulgence was an Alexander McQueen luxury handbag.

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