Nathan Hayes

Nathan Hayes is the Manager of Business Development for Red Tray and Editor of

Reps are welcome to contact him at 404.934.3535 or to send him an e-mail if you have questions about how Red Tray can benefit your accounts or with general comments about selling to ECPs.

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Why Contact Lens Sales Matter to ECPs

Posted on October 1, 2010
Filed Under Articles | 1 Comment

From a purely financial standpoint, which product’s sales will deliver higher profits to an independent optometric practice: spectacles or contact lenses?

The answer is, BOTH.

If your accounts view spectacles as more profitable for their practices than contact lenses, you may want to share the following data presented at Vision Expo East by Dwight Ackerman, OD, Director of Professional Programs for CibaVision. Read More

Staff Salaries: Is 20% Of Practice Gross Enough?

Posted on May 27, 2010
Filed Under Articles | Leave A Comment

Here’s a quick follow-up to the last post on devoting 20% of a practice’s gross income to staff salaries.  We got great feedback from several ODs, which you can read below: Read More

How Much Staff Does A Solo OD Need?

Posted on May 20, 2010
Filed Under Articles | Leave A Comment

We got a great question over at Dr. Hayes’s blog, that I want to pass on to you this week:

Dear Dr. Hayes,

I recently moved to a new location and want your advice on my doctor to staff ratio. I work 26 hours per week and see an average of two full exams and one follow-up visit per hour.

My current staff includes three ‘full-time equivalent’ employees (FTE’s). I have a full-time optician, a full-time receptionist, a part-time receptionist who works 20 hours per week in a billing person who averages 15 hours per week.

Please let me know your thoughts on how I can most efficiently staff my office.

Thanks so much for your help.

Michael Collins, OD (name changed)

Dear Dr. Collins,

I use three metrics to evaluate overall staffing levels and productivity for private practice OD’s: Read More

Why Facebook Matters To Your Accounts

Posted on March 31, 2010
Filed Under Articles | Leave A Comment

Pasted below is a word for word copy of a Facebook post we stumbled on while reading another site over this weekend.

Note; this was posted on June 12, 2009.  It was still there on March 8, 2010.

Michael’s Facebook Page

“I was at an eye doctor’s office yesterday with my two children. When we walked in I noticed the window to the desk was shut. But they at least had a couple posters up telling us what to do. The room was packed… Read More

Are You On Facebook? Your Customers Are.

Posted on March 31, 2010
Filed Under Opinion | 1 Comment

Facebook has 350,000,000 users.  350 Million people connect to one another on one website.

Based on that number, at least some of your customers are using it.  So here some quick questions I have for you:

Are you on Facebook?  LinkedIn? And now for the Optical Industry - SightNation?

If so, how do you use social networking to connect with your customers?

If not, why aren’t you?

I can’t promise that social networking sites will increase your sales.  But, they are a cheap and easy way to stay connected and strengthen your relationships with your customers and prospects.

By the way, if you’re on Facebook, friend me at

And don’t forget to share how you connect with your customers via social networking sites in the comments section below!

Check Out The New

Posted on March 25, 2010
Filed Under Industry News | Leave A Comment

We’ve re-done our website!

I’d encourage you to take a trip over to

The new site’s features include:

Once you’ve had a look, let me know what you think by posting a comment below or sending me an email.

Disclaimer: The information and opinions contained on this site are for discussion purposes only and are NOT intended to serve as legal, accounting or investment advice. ©2010 Red Tray. All rights reserved. Not to be reproduced without written permission of the author.

How Lexus Responds To Customers Who Try To ‘Make A Deal’

Posted on March 25, 2010
Filed Under Articles, Case Study | Leave A Comment

What do you do when your accounts insist on getting deep discounts on your premium products?

You might take a page out of Lexus’ book. When someone shopping for a Lexus tries to bargain on price, the sales associate will do one of two things: Read More

ODs’ Forecasts for 2010

Posted on February 11, 2010
Filed Under Articles, Industry News | Leave A Comment

Results of the Dr. Hayes Blog 2009 Practice Performance Survey

Over at Dr. Hayes blog, we asked ODs how they expect their practices to perform in 2010.  Read on to get a feel for how your customers are feeling about the optical market this year. Read More

Craft a Short Value Proposition to Win New Accounts Quickly

Posted on January 28, 2010
Filed Under Articles | 2 Comments

“Why should I buy from you?”

That’s the question you need to answer every time you’re pitching your frame line or lab service to an ECP.  And, as we all know, when you get in front of a prospect, there isn’t much time to answer it.

You can answer the question quickly and easily - if you’ve prepared a clear value proposition before you walk into an ECP’s office.

Let’s look at three key parts of a value proposition: Read More

What Are the Tax Implications of an ECP’s End-of-Year Inventory?

Posted on December 18, 2009
Filed Under Coaching your Customers | 1 Comment

Many of you have asked me, “Why are my accounts so concerned with selling through any new product at the end of the year?”

Others have told me about accounts who buy $20,000 or more in stock at the end of the year.

In both instances, the ECPs were acting with their next year’s tax bill in mind.  Why would different accounts take opposite actions to better their taxes? Read More

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