1. The Disruption (Challenge the Model)
You feel guilty asking for money.
Be honest. Does your voice get quiet when you say the total?
Do you find yourself adding "softeners"?
- "I know it's a lot, I'm sorry..."
- "Unfortunately, the copay is..."
You are suffering from "The Transaction Trap."
You view the interaction as a Subtraction.
- Patient has Money ($1,000).
- You take Money.
- Patient has less.
If you believe you are making the patient "less" by taking their money, of course you feel bad. You are a nice person.
But this mindset is wrong. And paradoxically, your guilt makes the patient trust you less.
2. The Anchor (The Familiar Experience)
The Apple Store vs. The Used Car Lot.
The Used Car Lot: The salesman seems desperate. He apologizes for the price. He lowers it before you even ask.
What do you think? "This car must be garbage. He is hiding something." (Low Trust).
The Apple Store: You buy a new iPhone. The Genius Bar employee says: "That will be $1,200."
Do they look sad? Do they say, "I'm so sorry, I know it's expensive"?
No. They smile. They are excited for you.
Why? Because they believe the Phone > The Money.
They believe they are giving you something better than the cash you are holding.
3. The Reorganization (The "Oh" Moment)
Dentistry is better than an iPhone.
- An iPhone lasts 3 years. A Crown lasts 15+.
- An iPhone is a toy. Health is life.
When you ask for $1,200, you aren't "taking" anything.
You are Exchanging.
You are trading them "Health, Confidence, and Freedom from Pain" for "Paper."
They are getting the better deal.
When you apologize, you are telling them: "I don't think this Crown is worth $1,200."
You are devaluing the Doctor's work.
4. The Why (The Deep Dive: Value Perception)
This is the psychology of Value Perception.
Value is subjective. It is based on Confidence.
If the seller is confident, the value goes up.
If the seller is apologetic, the value goes down.
- Apology = "Cost." (This is a burden).
- Confidence = "Investment." (This is a benefit).
Patients want to make good investments. They hate paying costs.
Your "niceness" is accidentally framing the treatment as a "Cost."
5. Compression (The Protocol: The "Fair Trade" Rule)
You must reprogram your language to connect the Price to the Result, not the Wallet.
Rule 1: Never say "Unfortunately."
Delete this word from your vocabulary.
- Bad: "Unfortunately, your insurance only covers 50%."
- Good: "The good news is your insurance is contributing 50%, which leaves the other half as your investment."
Rule 2: The Result Bridge.
Always state the benefit immediately before or after the price.
- Bad: "The total is $500." (Focus on Money).
- Good: "To get you out of pain and fix that tooth permanently, it is $500." (Focus on Value).
Rule 3: The Silence.
After you state the fee, Stop Talking.
- "The total is $1,200." [Silence].
- Do not fill the silence with an apology. Let them process the value.
6. The Safety Net (The Chairfill Bridge)
The easiest people to collect from are the ones who VALUE what you do.
If you spend your day chasing patients who only care about "What's free," you will burn out. You will feel like a bill collector.
Chairfill helps you find the "Apple Store Customers."
It helps you target and book patients who have the highest "Dental IQ" and insurance compatibility.
When you fill your schedule with patients who value their health, the money conversation stops being a fight and starts being a partnership.
- Work with people who want to be there.
- Collect with confidence.
[> Find your best patients with Chairfill.]