During a dinner with my mother, an unexpected incident occurred. I struggled to decipher the menu. I squinted, knitted my brows, and waved the menu around. I even brought the candle closer in hopes of better light. Eventually, my mom offered me her glasses. The text sharpened into clarity, revealing a surprising truth: for the very first time in my life, I required glasses. Unsure about the style I preferred or where to purchase them, I decided to explore online options.
I conducted online searches for terms like “top eyeglasses for oval faces” and “most suitable eyeglass styles for women.” I also looked for “eyeglasses” on various social media sites. After selecting my favorites, I printed them out and checked manufacturer websites for stores located in Boston. Yelp reviews helped streamline my list of places to shop.
My first stop was Vizio Optic, which had received numerous accolades online, and my GPS indicated that it was relatively nearby. However, what truly drew me in once I entered Vizio Optic was the warm atmosphere.
The owner and optometrist, Galina Rabkin, was embracing an 11-year-old named Molly. The customers and staff all shared smiles at this heartwarming moment. After the hug, Molly stepped back and declared, “Thank you, Dr. Rabkin!” Turning toward a mirror, she beamed and proclaimed, “I LOVE them! I look AMAZING!”
Rabkin also embraced Molly’s mother and then turned to greet me with a warm smile. “Hello, I’m Galina. Welcome to Vizio Optic! Feel free to try anything, browse the drawers, have fun, and let me know if you find something you like.”
As we conversed, she shared her enthusiasm for eyewear. “Your glasses should give you a sense of confidence. You spend so much time selecting shoes—how about prioritizing the glasses that frame your face?” I found myself trusting her from the outset.
Our discussion broadened to her business journey, balancing work as a mother, and the early days after finishing graduate school when she took the leap to secure a loan and open her shop. When I inquired about her business values, she expressed a desire to make every customer feel like an old acquaintance.
This reminded me of the crucial yet often overlooked differences among sales, marketing, and technology: In today’s world of digital search engines, blog reviews, and Yelp listings, it’s technology and marketing that attract people initially. However, it’s people—rather than algorithms—who ultimately decide whether to make a purchase.
The personal touch contributed to the technology that led me to Vizio Optic; those glowing online testimonials and “best of” awards were written by people who delighted in shopping with Rabkin. In the realm of sales, the human touch must ultimately overshadow the common reluctance to make choices and the inclination to seek better deals.
I observe numerous business owners concentrating their energy on search engine rankings, websites, and local directories. Yet, once customers step inside, the experience hinges on how they feel. Rabkin and her team inspired me to buy there. They appealed to my feelings by welcoming me like a friend and earned my trust with their straightforwardness (they candidly advised, “Take ’em off!” regarding some frames I tried). I relied on their opinions.
When I returned to collect my glasses, I understood Molly’s thrill. I felt as if I were reuniting with friends and was so overjoyed with my purchase that I hugged Rabkin as well.
