We recently connected with Helen Teresa Whitaker and have shared our conversation below.
Alright, Helen Teresa thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?
I became a licensed optician in Canada 14 years ago, I fell in love with the profession. I had previously worked in Ophthalmic theatre sales in the UK and Europe.
As a dispensing optician, and eventually a contact lens fitter and refractionist, I discovered my clients really enjoyed the personal experience, dependent on gaining trust quickly, that would then result in excellent sales for my employers business.
I quickly became a fluent and effective optical sales expert.
Over time, I realized that my clients wanted three things: expert attention to their vision requirements, affordable products AND attention to their personal comfort zone.
Providing these three essential components in a busy dispensary was not always possible.
Many clients chose to buy online not because they preferred the products, but because they did not believe they would receive all these three elements in a ‘live’ environment.
I chose to become independent and developed a mobile business model that allowed them to be treated with utmost respect and deference to their needs and wants.
By fine tuning the model to only attract the people that I knew truly appreciated my services, I ensured a win /win.
My clients received exactly what they wanted and I got a business model that filled my days with Perfect Clients. I began to fine tune the model again to work on my schedule, only working when I wanted to, and earning exactly what I wanted to earn, with no earning potential limitations.
Two years later (in 2020 COVID year! ) with a very successful model to recreate over and over again, I launched the Secure Vision Mobile Optical Academy to develop your own branded mobile optical business in 10 weeks. I had made all the mistakes so my students didn’t have to! The 10 week digital education is enhanced with a community Resource App- OPTICALINNOVATORS with everything you need to set up the business, and weekly mentorship calls. We invite speakers to attend the calls to contribute resources to the team of students.
I now attract students from across North America and Canada, and we enjoy a vibrant community of entrepreneurship to keep us all buoyant and driven in challenging times.
It is not easy to be an entrepreneur- its a life time devotion and can bring wonderful rewards to our families if we embrace it.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I was raised in Kenya Africa -my Dad was an engineer stationed there until the late 1970’s.
We returned to the UK and I worked in the UK and Europe after university, as an Ophthalmic theatre sales representative,. I sold Intra ocular lenses and phaco emulsification equipment -the tools and mediums used for cataract surgery-I loved everything about eyes! When I moved to Canada from the UK in 2007, I had to reinvent myself. I was now a single mum of 2 little girls, and could not embrace a similar work role.
I became a lifeguard and diving instructor in my beautiful town of Powell River-BC is a spectacular place to dive! As the girls grew and got into more financially demanding sports and school activities, I had to re invent myself again. I became an optical dispenser in a local optometry office. I quickly fast tracked to Optician and Contact Lens Fitter, I was passionate about learning more about providing the best vision possible for my clients. I worked in a couple of Optometry offices and eventually the fast paced environment of Costco Optical.
My skills were definitely tested and fine tuned in this incredible fast was paced environment, but I personally felt something was missing. I saw countless clients walk away with their prescriptions-why? What was missing? I was onto something!
I developed a business model for assisting Seniors at home who were so uncomfortable choosing glasses, and who wanted a more personalized service. I was completely transparent with my employer , and my business model began to develop.
Within 3 months I left my employment and began my independent mobile optical business Secure Vision. I offered ‘free’ repair and cleaning clinics to the assisted living facilities in my area, and began to be a provider for both the clients and staff of these facilities. I filled the prescriptions obtained at Optometry offices, and engaged my clients in their homes or at their places of work-bringing over 200 frames to them to choose from. I had obtained vendors and a local servicing lab to produce the prescription glasses. My business grew with a wonderful referral rate, and soon I was able to introduce a ‘pop up’ shop model into the business. I would obtain office opportunities for my clients to visit me on specified days of the week, in differing locations to suit them. By offering choice, value and incredible service, my clients referred and referred. I now work 2 days a week in one town.
Wins for my clients?
Their own personal optician who treats them with respect, deference and attention to detail
Great value affordable and Exceptional products
Consistency of service and attention-TRUST
Wins for me and my family?
More time to spend with them
More disposable income with no earning limitations
As a philanthropist I wanted to share my success with my Optical Peers and in 2020 I developed my Academy-basically I mentor my students to develop their own branded mobile optical business. They do this with me at their side- I developed a digital education model providing the 5 key elements to creating a successful and profitable mobile optical business.
The LEAPP Protocol
Location
Expression
Advertising
Professionalism
Power
Weekly mentorship calls and an exclusive APP only available to my students, provides them with exclusive insights and vendors//discounts to support their growing business.
In 2021 I became the first (and only so far) woman to receive the International Optician of the Year Award SILMO/IOA.
An honor which I am extremely grateful for.
I am now an International Speaker for IOA and produce education content for the Opticians Association of Canada.
I live in Powell River BC with my husband Bart and dog Cherry
How did you build your audience on social media?
I embraced social media from the very beginnning!
Without a brick and mortar premises, referral and word of mouth became imperative!
I had to engage with Facebook, the social media platform where my clients engaged for services, and really work hard at creating a presence. I post once or twice a week on my own pages, and ensure that I am making my posts all about the clients -NOT ME!
I knew to engage them at a level of trust to book my services, I had to provide an opportunity learn as much as possible about how I could help them, in a very small window of time.
Gaining TRUST and maintaining that TRUST became imperative. Reviews on Google and Facebook are essential.
Tell your clients stories, let them engage your potential future clients with their family and friends-its a game changer
Be consistent, accurate and spotlessly clean on social media!
As if your Grand Ma can see everything
Can you share one of your favorite marketing or sales stories?
I really wanted to engage my community here in Powell River, so I began to look at ways of giving back first-give and we will receive!
I developed a series of lectures for the local Senior facilities and recreational groups that helped potential clients understand their visual needs . I provided these lectures at informal lunch gatherings, in a very friendly social setting at senior centers.
I provided opportunities for my potential clients to ask me questions, understand the business model, and come and ‘test it”
Monthly wins, monthly ‘free’ glasses for a local Healthcare worker, paramedic, family doctor, ensured visibility and trust!
Ensuring these stories are then shared on Social media really helps share the community spirit,-by attaching a direct link to these posts of how to reach you is a great way to get appointments. I love online scheduling tools.
People want to believe and trust you, ensure you deliver on your promise!
Contact Info:
- Website: https://svmobileopticalacademy.com/usa-students/
- Facebook: https://www.facebook.com/SecureVisionOptical ///// https://www.facebook.com/Becomeamobileoptician/
- Linkedin: https://www.linkedin.com/in/helenwhitakersecurevision
Image Credits
anjismithfotos.com