If you think “sales” is a dirty word, this episode was made just for you.

In this episode, Dr. Steve Vargo returns to talk about a topic many ODs quietly struggle with: the role of sales in patient care and practice performance. Inspired by a recent post he shared on LinkedIn, we explore why certain KPIs feel frustrating to improve and how a simple shift in perspective can change the way doctors think about influencing patient outcomes.

Steve and I discuss the stories we tell ourselves about what “selling” means, why the word carries so much baggage in healthcare, and how a reframed definition can open the door to clearer communication and better patient experiences. We also look at how asking better questions—rather than doing more talking—can transform the way patients make decisions in the exam room.

If you’ve ever felt conflicted about the idea of sales in your practice, or if you’re looking for more effective ways to guide patients toward the care they need, this conversation offers a refreshing and practical lens on a topic that’s often misunderstood.

With that introduction, I hope you enjoy my conversation with Dr. Steve Vargo, OD.

Resources:

20/20 Money Ultimate Financial Success Masterclass

OD Mastermind Interest Form

IDOC Connection

To Sell is Human by Daniel Pink

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