Continuing our series of interviews with Optical Leaders we bring you an interview with Ed DeRosa, VP of North America Sales, Marketing and Distribution for Signet Armorlite, Inc. This was a particularly interesting interview for me to do as I worked for the same company several years ago and was a colleague of Ed’s. I have always admired his people skills and sales talent. I have tried to learn from him as selling skills have never come naturally to me but I had to learn and he was a great teacher!
Here is the interview with Ed DeRosa:
Ed DeRosa - He must be talking to an optometrist!
1. How long have you worked for SA and tell us a little bit about your career progression there?
I have worked for Signet Armorlite for 32 years, since 7.7.77 to be exact! I started in the 3M Distribution Center then moved into a local sales position. I progressed to Key Account Manager then Eastern Regional Sales Manager and continued on through various job titles until my current position as Vice President of Sales, Marketing and Distribution.
2. What exactly does the VP of Sales, Marketing and Distribution do? A lot of it is strategic, how to address the optical market by supplying the optometrist with the right products to differentiate them from a non-specialist optical retailer. For example products like the new KODAK Lenses with Anti-Fatigue Progressive Technology.
3. What differentiates Signet Armorlite from other lens companies? Signet Armorlite’s single focus is on Optometry. We do not have to be masters in all the different segments of the market. Signet Armorlite has one of the most intelligent advisory boards, with three past presidents of the AOA. We listen to our advisory board and our customers then use the information to execute more quickly than the other optical lens with new products and services. The new KODAK Lens with Anti-Fatigue Progressive Technology was not our idea but came from an OD we wanted to work with Signet Armorlite.
4. What are do you think are the major obstacles facing optical suppliers right now? The downturn in the economy is the biggest obstacle as many companies are reverting to price cutting to compete. Once your prices go down, it is very difficult to go up again!
5. If you could change one thing about our industry in general, what might that be? I would like to see all lens makers put an end to scratch warranty and non-adapt policies, as these programs are time consuming and waste resources. The market needs to provide new premium eyewear on its merits, not its warranties.
6. What changes do you foresee about the retail optical market in the next 5 years? I think there will be continued retail optical chain consolidation. I see less dependence on the lens manufacturers as backside and digital lens technology capability expands. This is good news for the independent optical retailer although there will be more pressure on the independent optical retailer to compete with optical chains services e.g. expanded hours.
7. What other professional organizations and social networks are you involved with? I work with many professional organizations particularly the OLA, AOA, and other doctors’ groups.
8. What do you think about our blog? What could we do better as far as being an optical retail resource? I think the blog will grow and more people will become involved which expands communication. Any INDEPENDENT THINKING is good for the industry and this is an independent and well balanced site.
9. Anything else you would like to add? The Optical Industry needs more products that are prescribed by the OD or MD and the industry will not only grow but the optical conusmer will benefit as they have the opportunity to buy improved optical products and eyewear.
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