Are You Keeping It R.E.A.L.?

Authenticity is the language of visionaries.
— Andrena Sawyer

The 5 E’s!

Hello Optical Family. I read this amazing article by The Julius Group. It’s titled the 5 E’s! They are as follows:

  • 
Eye Contact


  • Enthusiastic Greeting!


  • Ear-to-Ear Smile


  • Engage the client


  • Educate the client



Wow! Nice! Very nice! Are we as Opticians doing the things listed above when people walk into our offices? Are we keeping it R.E.A.L.? That real? Or should I ask what does “keeping it real” mean to you as an Optician serving your clients? To me when a client or potential client walks into my office I practice Responsiveness — the quality of reacting quickly and positively. I display Empathy— the ability to understand and share the feelings of another. I am Affable — friendly, good-natured, and easy to talk to. Lastly, I am Live or I have Liveliness — the quality of being outgoing, energetic and enthusiastic! You see, that is what keeping it REAL is to me.  Keeping it R.E.A.L. involves all the above mentioned 5 E’s with your favor or personality behind it. The Urban Dictionary defines “Keeping it Real” as: 
Not being fake or influenced. Being true to yourself and your values, but more importantly, being true to innate values that all people acknowledge as respectable. Not frontin, or inhibiting yourself or pretending to be something your not; but also not following dominant values that should not be acceptable. On that note, we are The Cool 😎 Kids of the Optical Industry. We always keep it R.E.A.L.!  You see, as Opticians we are: 

Renegade, fearless, visionary, idyllic, unexpected, BOLD, proud, maverick, TRUE, spontaneous, wild, UNDAUNTED, curious, intriguing, RESOLUTE, poetic, unwavering, RARE, dynamic, soulful, BRASH, provocative, unconventional, intuitive, SPIRITUAL, genius, STRONG, romantic, daring, uncommon, AUTHENTIC, brave, irreverent, brazen, unorthodox, deft, absolute, unusual, radical --- DREAMERS! and they don't know how to react, so they stare or whisper or peak out living room curtains, because anything or anyone with such confidence and flair and blatant unapologetic disregard for trying to conform to tradition and convention makes them wonder if maybe they're witnessing some kind of REVOLUTION or EVOLUTION or..........OH! you didn’t know?!? 🧐 With Great service brings forth even greater sales....


Happy Selling,


David Butler
ABOC, CPO, LDO

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