Cathy Ives
120 S. Jayton Lane,
Encinitas, CA 92024
858-945-2562
cathy.ives@gmail.com
theopticalvisionsite@gmail.com

Background- over 25 years of optical industry experience. Experience
includes, hands on practical experience such as grinding lenses in a
lab, consulting for the optical industry and strategic business
experience with growing and building sales teams and revenues.. Her
areas of expertise are: increasing profitability in the dispensing
room, developing retail strategies, change management and developing
sales training programs.

Credentials- ABO Speaker- California Optometric Association- Education Board

References- Available on Request

Sponsorship-Available

ABO Seminar Listing June 2009

The Power of High End Sales Part I 1 Hour ABO
This program is designed to increase the sales of higher end products.
Intended Audience: All staff, owners and doctors
Sales and Marketing Seminar

The Power of High End Sales Part II 1 Hour ABO
Provides step by step information on industry trends, how to upgrade a
dispensing room and increase profitability in an office.
Intended Audience: Owners, Doctors and buyers
Sales and Marketing Seminar

Turning Shoppers into Buyers 1 Hour ABO
This course is designed to assist staff in basic sales skills. The
focus is on keeping patients from walking out the door without making
a purchase
Intended Audience: All Staff and owners
Sales Seminar

Multiple Pair Dispensing 1 Hour ABO
This course is designed to increase the sale of multiple pairs by the
use of lifestyle questions and dispensing techniques.
Intended audience: All staff, owners and doctors
Sales Seminar

Increasing Referrals by Creating a Word of Mouth Marketing Plan 2 Hours ABO
Business consulting program designed to increase effective word of
mouth advertising.
Lists viable ways to increase business without costly media advertising.
Intended Audience: Doctors, managers, owners
Sales and Marketing Seminar

Making Managed Care Work 1 Hour ABO
This program is designed to answer objections made by the consumer and
staff as to why up selling in a managed care environment is important.
Intended Audience; All Staff, owners, doctors
Sales and Marketing Seminar

What you wanted to know about Product and Were Afraid to Ask 1 Hour ABO
General product knowledge about frames and frames materials.
Intended Audience: All staff
Product Knowledge Seminar

Sunglasses For Fun and Profit 1 Hour ABO
General Product Knowledge about the importance of selling and
merchandising sunwear in today’s market place.
Intended Audience; All staff, owner and doctors
Sales and Marketing Seminar

Evaluate Your Practice 1 HourABO
Detailed step by step look at every aspect of increasing profitability
in an office. This interactive program includes worksheets and
analysis of every facet of an office.
Intended Audience; All doctors and owners
Business Practice Seminar

Analyze Your Competition 1 Hour ABO
Evaluates each competitor in a marketplace. Designed to assist the
independent office focus on a market direction and create their own
identity and niche in a geographic area.
Intended Audience: Doctors, owners, and managers
Business Practice Seminar

Increasing Profits by Controlling Inventory 2 Hours ABO
Analysis of an office inventory mix, clientele, profitability and image.
Audience: Doctors, owners and buyers
Business Practice Seminar

Maximizing the Dispensary 1 Hour ABO
Provides 10 Simple Keys to success in increasing profitability and
productivity in the dispensing room.
Intended Audience: Doctors, Owners, and all staff
Business Practice Seminar

Maximizing Your Listening Skills 1 Hour
Guide to listening and asking probing questions to discover patient
needs, wants and desires to gain patient trust, creditability.
Intended Audience: Staff, owner and doctors
Communication Seminar

Effective Recall 1 Hour ABO
Create an effective recall program that increases patient return rate, loyalty.
Audience; Doctors, Staff\
Business Practice Seminar

Down selling For Fun and Profit 1 Hour ABO
This program re-looks at basic sales skills
Audience: Staff
Sales Seminar

Eco Eyecare- Healthy, Green and Non Toxic Length- 1 Hour ABO
Course Description- This seminar is about green and eco consumer
trends, how to build an non-toxic and sustainable office environment
that enhances eye and body health, improves staff morale and exceeds
patient expectation by incorporating ‘green’ options into the office.
Keys to Profitable Buying Length 2 Hours ABO
This course teaches buyers of any products how to buy products,
increase inventory turns, predict trends and basic retail formulas and
planning to increase profitability in an office

Social Media and Viral Marketing in Eyecare Time 1 Hour ABO
Seminar will consist of an overview of Social Media (networking),
Viral Marketing, Blogging and websites. Learn about how social media
can grow business, consumer awareness and customer services

Building Successful Vendor Relationships Time 1 Hour ABO
In this seminar, the optical staff will develop skills on how to
interact with optical vendors in order to increase product knowledge,
enhance the performance of optical vendors, assist in increasing
profitability for the office as well as learn basic business tools
such as business appointments, goal setting and retail strategies

Effective Use of Co-op Advertising Time 1 Hour ABO
Learn the who, what, where of co-op advertising, how it can increase
business, build word of mouth referrals and save money.