Nathan Hayes

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

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.

Click here to subscribe to this blog.

How much should ODs spend on new equipment?

Posted on May 29, 2009
Filed Under Articles | Leave A Comment

Lets say one of your accounts, Dr. Jones, is looking at equipping a new lane to the tune of $40,000. Is this a sound business decision?

Many ECPs make major equipment purchases without really crunching the numbers.

What follows is our advice for how independent optometrists should think through equipment purchasing decisions. In our opinion, this is the kind of advice that separates business consultants from mere sales reps. Read More

Susan Boyle didn’t look the part. Do you?

Posted on May 22, 2009
Filed Under Articles | Leave A Comment

A lesson in human nature

I love the Susan Boyle story.

A frumpy looking middle aged woman steps nervously on the stage for her Britain’s Got Talent audition and Simon the judge asks her a question.

Her awkward answer draws snickers from the audience while she appears to be totally out of her element. 

At this point, you can believe that Simon already has his finger on the X button and the boo birds are getting ready to chirp.

It’s safe to say that many people watching live were embarrassed for her. That, of course, changed once Susan opened her mouth.

The look of surprise on the faces of the judges and cheers from the audience were enough to bring tears to my eyes.

Everybody loves an underdog! And she filled that role perfectly.

Can you judge a book by its cover?

While she certainly didn’t look the part, Susan’s singing voice was so beautiful, and her performance so unexpectedly moving, it shocked the judges and viewers worldwide.

It also made many people feel guilty that they had been so quick to judge her enormous talent, based merely on her poor choice of clothes, hairdo and make-up.

Just seconds after Susan finished, Amanda, the nice judge, said right to Susan’s face, “I am so thrilled (at your great performance) because I know everybody was against you.”

What she didn’t say was, “Because of the way you dressed.”

Print columnists and talking heads on television rushed to criticize society in general. Are people so shallow that we judge everyone by their appearance? Before they even have had a chance to prove themselves?

The simple answer is yes. Humans are conditioned to make quick judgments.

And, this trait has some not so surprising implications for how your accounts and prospects see and judge you. Read More

Is price now the critical factor in ECPs’ purchasing decisions?

Posted on May 15, 2009
Filed Under Opinion | Leave A Comment

Has the price of lab services surpassed quality and customer service as the primary factor in ECPs’ purchasing decisions?

Given the current economic climate, it makes sense that optometric practices would  go through some belt-tightening with respect to their practice’s overhead and cost of goods.

But, does that mean there has been a fundamental shift in how doctors decide which ophthalmic labs to use?

Today, I am going to tell what we at Red Tray are hearing from ODs on this subject. At the end of this post, please share your thoughts in the comments section. Read More

Dr. Jerry Hayes on finishing lab costs

Posted on May 8, 2009
Filed Under Articles | Leave A Comment

To round up a series of posts on in-house finishing labs, the following is an article by Dr. Jerry Hayes, written to ODs, on how to estimate the true cost of an in-house finishing lab.

If you would like a re-print of this article to share with your accounts, click here to e-mail me. Read More

Great response to “Why would an OD want an in-house lab?”

Posted on May 1, 2009
Filed Under Articles | 1 Comment

Last week’s post on why ODs want in-house finishing equipment has generated a lot of buzz. Today I’m featuring an email I received from a lens consultant in the Northeast.

In the email, he shares several factors that optical sales consultants should look at with an ECP who is thinking about adding finishing equipment to his practice. Read More