The main pitfall is to avoid "getting into the dentist’s lane." Make sure you don’t give out advice or information that should be coming from the Doc.

"Selling treatment" does have a mercenary ring to it…the main focus should be to do your best to see that each patient gets the attention and information they need to maintain their dental health,
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Much of presenting dental treatment is helping the patient understand the long-term value of what they are paying for. Once they see how it improves the quality of their lives, they won’t care about costs.

It’s well known among dental offices that Americans spend more on bottled water, pet food, and video games than they do on dentistry. Perception of value is what matters in a consumer-driven culture.

I’ve been successful in asking open-ended questions: "What do you notice about your teeth?" "Have you ever wished you had someone else’s teeth?" "What have you done in the past to fix your discomfort?" "If we could fix this so that it would last your lifetime, would it be worth a large investment?"

If you manipulate people into purchasing dentistry they don’t really want, they will never be happy. Allowing them to come to their own well-informed decisions is the very best way to "sell" treatment. They will be happy, refer their friends, and never dispute the charges…because they see the value in what you provide.
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