Don’t worry! I am not here to tell you that going to the gym will increase your upgrade conversion! However, as guest services counselor at Boling Vision Center, I have been able to apply the concepts and lessons I learned through strength training into the cataract counseling process. While they may look completely different, I have found similarities in the principles of both a good cataract consultation and a killer strength training session.

One note: I hope you noticed my title includes the term “guest” rather than “cataract” counselor. This is intentional; we want our guests to feel like guests when they walk through our doors, not just another number among our cataract surgeries.

Now, I’d like to take you on a journey where the cataract counseling and the weightlifting worlds collide. While there are always many things to consider for a successful lift, we can break it down to six key points.

1. The prep

You don’t want to go into a lift without a game plan. You need to prep! When you are lifting, you decide what muscle group to target and what lifts to work through. Having a game plan beforehand ensures a successful outcome.

I apply that same rule to my counseling schedule. Every day, I quickly review the next day’s schedule to look for some key items for my consults:

• Was this guest scheduled appropriately? Do they need a dilated exam before the consult?
• What will their insurance cover and how much will they need to pay?
• What is this guest’s medical history? Have they had cataract or refractive surgery before?

After this review, I have a better understanding of the needs of the guests for the next day and, therefore, can target our discussions to best utilize our time together.

Another aspect of prep is the “morning of” mindset. When I wake up each morning, I remind myself of the goals I set and the plan I need to execute to crush those goals. I make sure I get enough sleep and set an alarm to wake up early to get myself “hyped.” I hype myself up for both lifting and working by listening to one of my favorite songs, meditating, and dressing the part.

Decide to succeed before the day begins. When I am mentally prepared and confident in my appearance, I am 10x more likely to walk into the consult/gym knowing I’m going to crush it!

When obstacles arise, I am mentally prepared to troubleshoot or pivot. I may not be in control of how my day flows, but I can absolutely control my mindset and reactions.

2. The warm-up

If you ramp up the intensity too early, you run risk of poor performance or injury. As a result, I need to stretch and warm up before I lift.

Similarly, I’m going to “warm-up” with my guest. We all know the value of a good (or bad) first impression and most opinions are formed in the first couple of seconds, and the greeting is our first essential step. Due to COVID-19 and mask coverings, non-verbal communication is more important than ever. I walk to the guest and greet them by name, “Mr. Jones?” I ensure I smile with my eyes and always extend a cheerful “Hi!” while introducing myself.

During the walk back to my office, I use this time to ask them how their visit is progressing. One of my favorite questions to ask is, “What’s the best thing that’s happened to you today?”

Open-ended questions are a great way to keep conversation flowing smoothly. Your guest may be nervous, excited, upset, tired, etc. Pay close attention to their non-verbal cues. I always remind myself (and others) to read the room. This all has the effect of warming the guest up for the big lift — or conversation!

3. The big lift

The big lift is typically the hardest part of the workout session and is going to take maximum concentration and effort. This is the lift that sets the tone for the workout.

You now have the guest in your chair. The first thing you are going to discuss with them is why they are there. This will set the tone for the rest of the consult. In my experience, the guest wants to know two things:

1. When can I have surgery?
2. How much is this going to cost me?

While these two things are obviously important to the guest, I encourage them to discuss the whole process, or what we like to call "lens recommendation." Our process includes the technician giving me a rundown of lens recommendations when they hand over the guest chart. What I like to do is personalize the conversation a little more, with verbiage such as, “Dr. Boling just filled me in on your visit together. He says you’re a great candidate for a less glasses-dependent lifestyle after surgery!” I always say this with excitement, because it is an exciting time for them!

I want my guest to feel like they are one-of-a-kind special, even if I’m seeing 10 other people that day. This is done with the aforementioned excitement and personalization based on their lifestyle, visual status, and desired outcomes. We pride ourselves in giving specific recommendations to provide the BEST visual outcomes for each individual and educating guests on all their lens options. To do so, I start with the best recommendation and then move down the ladder to all other lens options and anticipated visual outcomes with each.

Don’t forget: non-verbal communication is still vital! I tend to use the mirroring technique to establish trust with my guests. Mirroring is a unique art that includes first observing and then reflecting a guest’s specific communication style. It is not meant to communicate “to” someone, it is meant to form a cohesive and comfortable environment. However, you never want to mirror negative body language or mimic a specific way of speaking. I try to mimic most often posture, distance, and eye contact.

4. The accessory moves

While the big lift is necessary in growth and development, it’s important not to neglect the accessory moves. These are additional movements that are often smaller and more focused that help you do the big lift exercises better, with improved form, efficiency, and results.

As a counselor, you should be prepared to confidently discuss accessory details that include:

1. The guest’s out-of-pocket and surgical fees for premium “upgrades.”
2. Financing options and how to apply for them.
3. The technology that your practice uses and how long it has been a part of the practice.
4. Brand names for lens implants and their manufacturers.
5. How to schedule the surgery and your surgeon's availability.

For the guest, these details are just as important as the lens implant selection. As counselor, you want to ensure the process feels smooth and simple, often by identifying and fulfilling the guests’ spoken and unspoken wants. Being prepared will allow us to do this better.

5. The cool down

The workout is complete. Great job! You have successfully come in, crushed your workout, developed the muscles you intended to grow, and gotten closer to your goal!

As a counselor, your cool down should be a review of key points from the consult. I provide my guest with a printed copy of the surgery schedule, with corresponding notes. We walk through the print outs together as a quick recap and I highlight key takeaways from the exam.

One of my favorite things to ask my guests is “What questions do you have for me?” Again, it’s an open-ended question giving the guest another opportunity to express concerns.

Sometimes, after all the education the guests have received, they may just want to know “Where is the exit?” That is OK and is something I occasionally joke about as part of my wrap up. I’ll almost always get a welcomed laugh from the guest.

Questions may not come until after the guests have gone home and had time to digest the information you have provided. I make sure to give my guest my contact information and tell them the best way to get a hold of me. Knowing how and when to reach me assures the guest that I am here for them and all their follow-up needs.

Walking with them to check out is another one of my favorite parts of the guest experience. I can use this time to thank the guest for meeting with me, for sharing their story, and for letting me be a part of their journey.

6. The follow through

Your lifting journey doesn’t end when the cool down is over. You are now concentrating on reflection, ways to improve, and how you’re going to continue growth associated with that muscle group.

Follow through after a guest consult continues the communication you began in the office. Here are some ways I engage in a follow through with a guest:

1. Schedule time to walk over and greet the guest on surgery day.
2. Set reminders to call guests prior to surgery who have had specific fears or reservations in order to possibly rediscuss anything.
3. Schedule time to say “hi” on their post-op day and congratulate them for having surgery.
4. Follow-up after post-op period for testimonials on their surgery experience.

Consistently look for ways to improve the guest experience in the same way that you look to develop your personal growth. Feedback is a gift, and I am always striving for personal and professional development.

In the 5 years I have worked as the cataract counselor, my techniques and methods have evolved continually, allowing me to own and represent both my personal brand and that of our company. At Boling Vision Center, we progress vision beyond sight by helping people to see the best in all of us, and I truly believe that enhances the guest experience. OP