Sales Excellence: Consultative Selling in Eye Care

A certificate course of about 8¾ hours that teaches every Advanced Vision Care team member how to help patients choose the eye care and eyewear that truly fit their lives. 16 modules with lessons, 24 videos from optical educators, eye doctors, the American Academy of Ophthalmology, Cleveland Clinic and TED, hands-on practice activities, downloadable job aids, knowledge checks, and a certification exam that earns the AVC certificate.

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Responsible	OdooBot
Last Update	10/19/2026
Completion Time	8 hours 46 minutes
Members	4

Course

Module 1: Selling Is Patient Care

9Lessons · 1 hr 2 min
- Welcome and how this course works
- Why selling well is part of great eye care
- Consultative selling vs. pushy selling
- Video: Introduction to Optical Sales (Laramy-K)
- Video: Do Not Sell! Instead Learn to Recommend (Laramy-K)
- Every role sells: the AVC patient journey
- Video: Empathy, the Human Connection to Patient Care (Cleveland Clinic)
- Practice: Shadow the patient journey
- Knowledge Check: Selling Is Patient Care
  
  10 xp
Module 2: How Vision Is Corrected & What We Offer

9Lessons · 24 min
- Module overview
- Refractive errors in plain language
- Reading a prescription for product decisions
- Our services and when to suggest them
- Video: The Annual Exam Every Diabetic Needs (American Academy of Ophthalmology)
- Video: What Is Glaucoma? (American Academy of Ophthalmology)
- Video: Is LASIK Right for Me? (American Academy of Ophthalmology)
- Practice: Explain it in plain words
- Knowledge Check: How Vision Is Corrected & What We Offer
  
  10 xp
Module 3: Lens Designs & Materials

6Lessons · 26 min
- Module overview
- Lens designs
- Video: Progressive Lens vs. Bifocal (Doctor Eye Health)
- Lens materials
- Practice: Match the lens to the patient
- Knowledge Check: Lens Designs & Materials
  
  10 xp
Module 4: Lens Treatments & Sunwear

10Lessons · 45 min
- Module overview
- Anti-reflective (non-glare) treatment
- Video: Is Anti-Reflective Coating Worth It? (Doctor Eye Health)
- Photochromic (light-adaptive) lenses
- Sunwear, polarized lenses and UV
- Video: Polarized vs. Non-Polarized Sunglasses (Doctor Eye Health)
- Blue light: keep your claims honest
- Video: Do Blue Light Glasses Work? (Doctor Eye Health)
- Practice: Treatment talk tracks
- Knowledge Check: Lens Treatments & Sunwear
  
  10 xp
Module 5: Frames, Contact Lenses & Eye Care Products

8Lessons · 30 min
- Module overview
- Frame selection: fit, function, style
- Video: Helping Your Customer Narrow Frame Selection (Laramy-K)
- Contact lenses
- Video: Why Contact Lens Prescriptions Differ from Glasses (Antonio the Optometrist)
- Eye care products: helpful, not random
- Practice: Frame consultation role-play
- Knowledge Check: Frames, Contact Lenses & Eye Care Products
  
  10 xp
Module 6: Insurance, Benefits & Pricing

7Lessons · 33 min
- Module overview
- Vision plans vs. medical plans
- Video: Vision Care Plans, an Overview (Laramy-K)
- Verifying and reading benefits
- Explaining benefits and building the estimate
- Practice: Price three real-world orders
- Knowledge Check: Insurance, Benefits & Pricing
  
  10 xp
Module 7: The AVC C.A.R.E.S. Method — Connect

8Lessons · 30 min
- Introducing C.A.R.E.S.
- Download: C.A.R.E.S. Pocket Guide (PDF)
- C — Connect: the first 30 seconds
- Video: How to Speak So That People Want to Listen (Julian Treasure, TED)
- The warm hand-off
- Video: Brené Brown on Empathy (RSA)
- Practice: Record your greeting
- Knowledge Check: The AVC C.A.R.E.S. Method — Connect
  
  10 xp
Module 8: A — Ask (Discovery)

7Lessons · 30 min
- Module overview
- Open questions open conversations
- The six lifestyle areas
- Video: 10 Ways to Have a Better Conversation (Celeste Headlee, TED)
- Listen, then summarize
- Practice: Discovery interviews
- Knowledge Check: A — Ask (Discovery)
  
  10 xp
Module 9: R — Recommend

11Lessons · 1 hr 8 min
- Module overview
- Recommend, don't list
- Features, benefits and value
- Video: Features and Benefits, the Key to Great Sales (Laramy-K)
- Video: Talking to Your Customers about AR (Laramy-K)
- Show, don't just tell
- Video: Computer Glasses vs. Blue Light Glasses (Doctor Eye Health)
- Complete solutions and multiple pairs
- Video: The New Optician and Second Pair Sales (Laramy-K)
- Practice: Your recommendation scripts
- Knowledge Check: R — Recommend
  
  10 xp
Module 10: E — Explain Value & Ease Concerns

8Lessons · 29 min
- Module overview
- Concerns are good news
- The L.A.E.R. model
- Responses to common concerns
- Video: A Different Take on Customer Service (Laramy-K)
- Knowing when to stop
- Practice: Concern role-play rounds
- Knowledge Check: E — Explain Value & Ease Concerns
  
  10 xp
Module 11: S — Secure & Support

9Lessons · 39 min
- Module overview
- Buying signals and asking for the decision
- Completing the order right
- Dispensing: the moment of truth
- Video: Dispensing Progressive Lenses for First-Time Wearers (Laramy-K)
- Video: How to Get Used to Progressive Lenses, 5 Tips (Doctor Eye Health)
- Follow-up, recall, reviews and referrals
- Practice: Mock dispensing
- Knowledge Check: S — Secure & Support
  
  10 xp
Module 12: Ethics, Compliance & Trust

8Lessons · 21 min
- Module overview
- Lines we never cross
- Prescription release: the FTC rules
- Video: The New FTC Eyeglass Rule Provides Opportunities (Cleinman Performance Partners)
- Medicare, Medicaid and inducements
- Privacy at the optical counter
- Practice: Ethics judgment calls
- Knowledge Check: Ethics, Compliance & Trust
  
  10 xp
Module 13: Phone, Front Desk & Technicians

6Lessons · 13 min
- Module overview
- The phone: turning shoppers into patients
- The front desk: small moments, big results
- Technicians: educate, don't sell
- Practice: Call and checkout scripts
- Knowledge Check: Phone, Front Desk & Technicians
  
  10 xp
Module 14: Scenario & Role-Play Lab

14Lessons · 28 min
- How to use the scenario lab
- Scenario 1: "Just the basics, please"
- Scenario 2: Price shock at the counter
- Scenario 3: "I'll just buy online"
- Scenario 4: The nervous first-time progressive wearer
- Scenario 5: A parent with an active child
- Scenario 6: Contact lens supply
- Scenario 7: The diabetic patient
- Scenario 8: An upgrade request from a Medicaid patient
- Scenario 9: Serving in Spanish
- Scenario 10: The unhappy return
- Scenario 11: The phone price-shopper
- Scenario 12: "The doctor said I could wait"
- Practice: Role-play marathon
Module 15: Measuring Success, Daily Habits & Coaching

7Lessons · 18 min
- Module overview
- The numbers that matter
- Daily habits of top performers
- Practice: Your personal sales plan
- For managers: huddles, observation and coaching
- Download: Coaching Observation Form (PDF)
- Knowledge Check: Measuring Success, Daily Habits & Coaching
  
  10 xp
Module 16: Final Certification

2Lessons · 31 min
- Before you take the exam
- Sales Excellence Certification Exam