1. In a high-end practice, staff should be aware of these key brand components:
a. Product pricing and presentation.
b. Celebrities who wear brand name eyewear.
c. Brand integrity, placement, and knowledge.
d. Mid-range designers in the value brand category.

2. The rule of thumb to assessing ads before determining they don’t work is to run the ad at least:
a. Once.
b. Twice.
c. Three times.
d. Four times.

3. Most ECPs agree that high-end work is any pair of eyewear that runs _____ and higher.
a. $400
b. $250
c. $500
d. $350

4. Office remod+eling to achieve a high-end ambience can be as simple as:
a. Hanging posters in the reception room.
b. Changing on-hold messages to play classical music.
c. Painting to match sales and marketing materials.
d. Installing mirrors throughout the dispensary.

5. Start your high-end launch by addressing or readdressing your:
a. Employee handbook.
b. List of vendors.
c. Sales and marketing goals.
d. Mission statement.

6. One way to train staff members and attain a benchmark on how to hire, compensate, and retain staff is:
a. Holding monthly staff meetings including all management.
b. Having staff study, train, and pass American Board of Opticianry certification courses and testing.
c. Getting monthly training by key industry manufacturers and laboratories.
d. Attending college business courses with the goal of an MBA degree.

7. The editor to contact when offering to be a resource for local print media is the:
a. Associate editor.
b. Editor-in-chief.
c. Senior editor.
d. Managing editor.

8. Whenever you attend an event, be it a large meeting or a small gala, always have:
a. Plenty of business cards.
b. Photos of your practice.
c. Discount coupons.
d. Brand name frame samples.

9. An in-house lab can offer patients an opportunity to:
a. Create their own free-form PAL design.
b. Determine the number of rimless lenses they want to purchase.
c. Personalize their Rx during the follow-up examination.
d. Design their own lens shapes for a one-of-a-kind look.

10. One suggestion of high-end retailers that an optical practice could partner with is:
a. Architects.
b. Hat shops.
c. Gift stores.
d. Spas.

11. Today’s healthy sight focus puts emphasis on:
a. More thorough eye examinations.
b. Lenses as the essential component.
c. Multiple frame and lens options.
d. High-end designer frame selection.

12. One giant step in high-end practice sales strategy is to offer:
a. Only high-end lens products.
b. Eye examinations at a reduced rate with the purchase of designer eyewear.
c. A two-pair for the price of one designer frame sale.
d. Only name brand designer frames, period

13. To launch a high-end section, a practice should carry a mix of:
a. Basic, intermediate, and advanced lens designs.
b. Good, better, and best frame styles.
c. At least 100 premium brand name frame and sunwear designs.
d. A selection of at least 30 premium brand name lens and lens treatments.

14. If your practice doesn’t take insurance, one approach when a customer calls to ask is to tell them:
a. No we don’t take insurance; we’re very sorry, but XYZ Optical down the street does.
b. Yes, we take insurance; then, when the customer visits the office, match in dollars off what their plan covers.
c. No, we don’t take insurance, but we’d be happy to help you and will try to match what your plan allows.
d. Yes, we take insurance; then when the customer visits the office, sell them a pair of designer eyewear at full price.

15. One of the three parameters that ECPs agree defines a high-end practice is:
a. Skillful, unique sales and marketing plans and implementation.
b. Carrying only high-end frames and lens designs.
c. Aggressively marketing participation in a variety of managed care plans.
d. Insisting that customers purchase only high-end, name-brand eyewear.