Vision Expo is right around the corner. Hopefully you’ve already made your travel plans. Next on the agenda is your strategy. What do you want to accomplish while you’re there? From courses to the exhibit hall, events to parties, and let’s not forget the night life, a few days in Vegas may feel like a whirlwind. Take full advantage of the many opportunities by planning ahead: register for classes, note which companies you want to see, and schedule appointments when possible.

One of Vision Expo’s highlights is the strength of the education program. With over 200 classes to choose from, it may be tough to narrow down your selection. When it comes to growing your business, the courses listed below are some you may want to explore. The rest can be found at the Vision Expo Education Program.

What are you waiting for? Register today!

Individual Choices – The Guide to Selling Multiple Pairs
September 14 3:45 - 5:45 PM
Multiple Pair selling begins with superior customer care. Learn how to discuss and identify your patient's individual needs. Understand the differences between function, fashion and image. Learn how self imposed glass ceilings limit you and your patient. Understand the paradigm shift necessary to not unconsciously limit your patient. Learn how to communicate the concept of multiple pairs positively. This discussion is relevant to lenses, frames, sunglasses and contact lens.

The Power of Promotions
Sept 15 9:45 - 10:45 AM
When done right, promotions are a great way to attract new patients and boost sales. In this presentation, you will learn how to plan and host a highly profitable trunk show, generate additional revenues and move inventory by hosting a frame sale. You will learn how to determine whether incentives for multiple pair purchases are right for your practice and how to create a plan for implementation that will deliver results.

The Greatest Social Media Marketing Course Ever
September 15 2:45 - 4:45 PM
The Internet is a key driver of business for eyecare professionals. Methods to attract new business and build loyalty and engagement with current patients via this medium continues to evolve as the internet itself evolves. This course is an update on marketing trends on the internet and social media and how you can apply them to drive customers to your eye care business.

Retail Marketing Strategies That Work
September 15 2:45 - 4:45 PM
Retail Marketing Strategies That Work will present ten low-cost marketing strategies that are hot at retail and how you can translate those into optical. Strategies will include the new "bogo" (buy-one, give-one) and buy local, plus how to use location-specific apps and online buy-now invitations.

Profiting with Vision Care Plans
September 15 5:00 - 6:00 PM
Vision care plans are confusing and frustrating. Understanding how plans work and how to maximize profitability continues to elude us. Profiting with managed care is not just about knowing the plans. It is about the combination of products, pricing, knowledge and how we present it to our patients. Together we will explore VSP and Eyemed.

40 Best Marketing Strategies to Grow Your ECP Business
September 16 2:45 PM - 4:45 PM
Let's kick start some growth in your ECP Business with the 40 Best Marketing Strategies. Whether you are a new practice, established optical store or an office with stalled growth numbers, you will find tons of tips to attract and retain customers in this workshop.

Increasing Your Average Sale
September 17 8:30 - 9:30 AM
Maximizing the potential from every eyewear sale will result in huge profits for your office! Learn how to make the most of every Rx, and win patient loyalty at the same time. This course includes practical tips on finding your floor price, evaluating your current revenue per patient, and great ideas for increasing that revenue.

Building High Performance Optical Teams
September 17 8:30 - 9:30 AM
The eyecare marketplace is changing, leading to fundamental shifts in the way we compete now and will in the future. There is growing realization that business growth will be a direct result of highly engaged employees delivering an unprecedented level of service to our ever distracted customers. Great businesses know it is always about great people first. Join us to find out how to build a great Optical team and environment.

The New Rules of Selling in Eyecare
September 17 9:45 -10:45 AM
The eyecare consumer has changed! So selling to the new eyecare consumer must also adapt and change. Gone are the days of quick greeting, show a few frames styles and the sale is made. Consumers are over educated, highly researched and have certain expectations of sales and service. To sell today you need an edge, a uniqueness and an value offering that sets you apart from your competitors.

Building Loyalty with Internal Marketing
September 17 4:00 - 5:00 PM
Optometric practices must have a steady flow of new patients to sustain growth. They must also maintain a loyal following to generate referrals and maintain relevance in the community. This course focuses on intently growing the loyal "fan base" of your practice.

*Course descriptions taken from

What you learn only matters if you implement and try some of the new ideas you learn about while you are “back in school”. Review the sessions and meet with your staff and develop some new strategies and discuss what is happening in the vision care field and how our office can continue improving.

Jodi Groh is a marketing professional with 20 years experience in the optical community. An expert in lens care, she is passionate about growing business at the customer level. She is an ABO speaker and has been recognized as one of Vision Monday’s Influential Women in Optical.