The Top Mistake Killing Your Second Pair Sales (It's Not Price)

In this episode, Dr. Steve Vargo tackles a question that's easy to write off as an inventory problem but is actually a communication problem: why do most patients own five pairs of shoes and only one pair of glasses?

Steve breaks down why the practices that sell more second pairs aren't better salespeople — they're better at staying curious about the patient in front of them, and that curiosity has to start in the exam chair, not the optical. He walks through what a real structured handoff between doctor and optician actually sounds like, why decision fatigue quietly kills more sales than price ever does, and how three ideas borrowed from behavioral economics — anchoring, bundling, and loss aversion — can reshape a second-pair conversation without it ever feeling like a pitch.

This isn't an episode about selling to more patients. It's about serving the patients already in your chair a little more completely. If your multiple-pair percentage has been stuck, or your opticians hit a wall the moment insurance comes up, this episode closes with a practical 30-day plan to change that.

To register for Vision Forward, visit idoc.net to reserve your spot.