This course helps eye care professionals understand what truly drives patient purchasing behavior—beyond price. Participants will explore emotional and rational decision factors across generations, learn how trust, perceived value, and experience shape choices, and gain tools to adapt communication and overcome sales bias. By focusing on authentic engagement and post-purchase connection, staff will strengthen loyalty and long-term satisfaction. Patients don’t just buy products—they buy experiences and trust. Generously Sponsored by EssilorLuxottica