The Hidden Advantages of Attending Industry Events with Your Team
Vision Expo West is upon us again and while 10,000 or so of our eyecare colleagues are in Las Vegas for continuing education, exhibit exploration, and networking. However, the majority of us remained at work this week (even if your social media feeds make it feel differently), perhaps due to time or cost constraints. But have you considered the advantages?
As an optometrist or practice owner, you might question the value in having your staff attend an event like Vision Expo or state association meetings. After all, you have a set routine for acquiring your CE and your local associations and business groups for networking and growth. But what about your team? Are they being equipped with opportunities to explore the latest products and trends? Where do they learn about advancements in technology and new ideas for practice management? Are they given opportunities to deepen their roots in the industry?
Staff turnover can be a significant issue, and possibly one of the reasons you find yourself keeping your team in the office during these events. This is particularly true if employees view their roles as mere jobs rather than a step along a career path. By helping your team see that eyecare can be more than just a paycheck, you can make a difference in both their careers and your practice.
Knowledge Transfer
Events like Vision Expo, GRT Summit, and your relevant regional, state, and local meetings offer educational opportunities for every role within a practice. Taught by experts outside of your regular sales reps, and in an environment far more conducive to learning than your typical lunch-and-learn or sponsored dinner, these sessions can be inspiring! Coupled with collaborative workshops that allow your team to discuss ideas with peers from practices of varying demographics and specialties, your team will return home brimming with new ideas to enhance your practice.
But the knowledge transfer doesn’t stop there, it’s happening on the exhibit hall floor and at networking events too. Seeing the equipment, frames, lenses, and software solutions is eye-opening! A motivated team member will walk the exhibit hall with a curious mind, considering how the products they see could address issues within the practice and improve patient care. ?And even while after-hours “networking events” might just seem like parties, I assure you, there’s at least some business talk occurring. If nothing else, it solidifies the sense of camaraderie with others on your team and within the industry.
Deepening Roots
A solid team can fortify their relationship during such trips, both with each other and with you. Despite potential stresses of travel, being away from home, and late nights, a clear set of expectations can help mitigate any issues. Moreover, your team will be connecting with other eye care professionals from across the country, uncovering fresh ideas and opportunities for their professional growth and your practice’s development. Ideally, a few days out of the office together will promote a deeper sense of team and lead to a more cohesive and motivated staff to deliver exceptional service and expertise when you return home.
It’s a lot easier to walk away from a job that’s just a paycheck than it is one that affords you strong industry relationships along with opportunities to see and do things you wouldn’t otherwise get to!
Making it Work
While taking your office manager or a few team leads with you to a multi-day meeting is one thing, taking your entire staff is no doubt a considerable financial investment. You’ll have to consider travel expenses, lodging, meals and entertainment, registration fees, and payroll, not to mention that your office will be closed and without revenue for those few days you’re away. However, the potential benefits for your team and practice will likely justify the investment. Consider rewarding your team with such trips for meeting specific practice goals or as an appreciation for their hard work. Alternatively, a collective trip out of the office could reignite a team that’s lost its spark.
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Consider these incentive metrics:
You’ll want to secure your travel arrangements at least 3 months in advance of the meeting you’re attending, therefore, beginning the conversation with your team and setting goals 9-12 months in advance is ideal.
If it seems impossible to close your practice for a few days to attend the event with your entire staff, consider creative alternatives. Make attendance optional, or base it on seniority. If you have a large practice, select a department to attend with you each year. Whatever approach you choose, affording your team the opportunity to learn, grow, and deepen their roots within the industry will be rewarding for all.
Are You Convinced?
The value of events like Vision Expo extends far beyond the conference hall. It’s an opportunity to invest in your team’s potential development, foster a stronger sense of unity, and ignite passion for the eyecare industry. By offering these experiences to your staff, you’re not just improving their skills but enhancing your practice’s growth and overall success. So rather than questioning the cost of having your entire staff in attendance, consider the value. The potential return on investment could be more significant than you imagine.
Author: Kristen (McRoberts) Langley , Director of Practice Success, Akrinos
Kristen is a proud eyecare industry veteran with over 20 years of experience working as an optician, technician, practice manager, and sales representative. With a keen eye for growth opportunities and a deep appreciation for each practice's uniqueness, Kristen’s unwavering passion lies in empowering independent ECPs to achieve their dreams of success in the ever-evolving world of eyecare.