An Unlikely Story
Craig has been MD of Spectill for the last 12 years, during which time he has taken the company from a small start up in his garage at home to a multi million rand business, supplying markets across Southern Africa and Australia.
Craig studied electrical engineering for 10 years, first doing a National diploma through Wits tech and then through RAU. Unbelievably, in his final year at RAU he came to the realization that Electrical engineering was not going to make his heart race as a career, and so abandoned this line of study.
He signed up to study a B.Comm through Unisa, got married to the only reason he was meant to have spent time studying engineering, and set about trying to find the meaning of life.
Today Craig is a husband to Candice, and father to 2 sports crazy boys. When he is not watching his boys on the sports field, he spends his time helping Optometrists grow their practices.
The philosophy underpinning his practice building technique is that the lifetime value of the patient is of supreme importance and that everything the practice does should be geared towards building an iron cage around the patient.
Craig’s heart lies in the field of marketing and his mantra is that as a professional person, you have to spend as much time selling what you do as doing what you do. Which, he believes, is why so many optometrists are frustrated with their practices.
In late 2008, Craig founded STIC. STIC is an acronym for SpecTill’s Insiders Circle. This is a membership community of optometrists that subscribe to and follow the principals of STIC marketing.
Membership of STIC delivers a ready made, done for you themed marketing message each month, that is designed to make a deep emotional connection with the patient, and cause them to respond NOW using direct marketing techniques.
Craig loves what he does, and this enthusiasm is clear for all who engage themselves with him to see!
His greatest wish is for more and more optometrists to find freedom to live out their dreams by growing their practice into what they were aiming for of when they started out!
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