The Second-Pair Script: 3 Steps That Doubled Capture Rate at One Newmarket Optical
Sell More Frames · Case Study & Scripts · 14 min read
The Second-Pair Script: 3 Steps That Doubled Capture Rate at One Newmarket Optical
A Newmarket, Ontario dispensary doubled second-pair capture rate — from 14% to 29% — in 90 days using a 3-step counter script. No discounts, no pressure tactics. Here’s the script, the rationale behind each step, and the printable counter card.
Status Full version publishing Q2 2026 with permission of partner dispensary.
What this guide covers
- The 3-step script verbatim
- Why each step works (psychology + lens-package logic)
- The mistake most opticians make at step 2
- Modifying the script for Rx-sun, computer-pair, and reading-pair contexts
- The printable counter card (downloadable PDF)
- How to train staff in 30 minutes
The 3-step script
- Step 01: The qualifying question
- Step 02: The lifestyle bridge
- Step 03: The trial close
Variations by use case
Rx sunglasses
Computer / digital eyewear
Reading pair
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