Featured on: Best Practices podcast with Steve Alexander (INVISION, June 15, 2025)

The short version: Many eyecare professionals are reluctant to embrace sales-oriented approaches. In this Best Practices episode, Bill Gerber of OMG! Optical Marketing Group and host Steve Alexander reframe multiple-pair sales as patient-centered care that also helps the practice grow.

How do you build a multiple-pair culture?

• Use a lifestyle questionnaire to learn what the patient does all day: screens, driving, sports, outdoors.
• Give a written optical treatment plan so the value of different eyewear solutions for different activities is clear.
• Replace assumptions with education. Guide patients instead of guessing what they will spend.
• Think long-term. Success comes from relationships, not only immediate financial metrics, and from genuinely believing in what multiple eyewear solutions do for a patient’s vision and daily functioning.

Frequently asked questions

Is selling multiple pairs just a sales tactic?

The episode argues no: when it is built on a lifestyle questionnaire and a written treatment plan, it is a way of matching eyewear to how each patient actually lives and sees.

Listen on INVISION

Related from OMG!

Optical Retail Consulting · Merchandising Assessment · Optical Practice Design

About OMG!: OMG! Optical Marketing Group, founded by CEO Bill Gerber, designs and brands optical practices, from interior design, fixtures and signage to digital merchandising with Contentlinq. Contact us to talk about your practice.