How to Sell Trust
Like many other dentists, I began my practice deeply in debt. I remember giving treatment plan presentations and hoping so badly that patients would accept all their treatment. Most of them did, but there were some who didn't.
I was an honest guy, and they really did need that crown or that bridge. It bothered me that every patient didn't trust me enough to do everything I told them they needed. Ultimately, they’d be hurt. And, of course, I needed the money.
As I got busier, I no longer felt the personal financial pressure for patients to do expensive dental work. Occasionally I would even get tired just thinking about trying to cram their treatment into my already busy schedule. But they did need the crowns, so I told them they did.
That’s when I noticed something interesting. My treatment plan acceptance rate improved to almost 100%. It became rare that a patient wouldn’t accept work I recommended to them.