1. The Disruption (Challenge the Model)
You are presenting fees backwards.
Most dental teams are trained to focus on the "Relationship" first and the "Money" last.
- Step 1: Chat about the kids.
- Step 2: Present the treatment (The Crown).
- Step 3: Get them to agree to the clinical need.
- Step 4: (The Ambush) Drop the price at the very end.
You think this is polite.
Psychologically, this is Torture.
By hiding the price, you create a state of "Background Anxiety" that blocks the patient from hearing a single word you say.
2. The Anchor (The Familiar Experience)
The Restaurant with No Prices.
Imagine you are on a date at a fancy restaurant. The waiter hands you a menu, but there are no prices listed.
The waiter starts describing the specials:
"We have a hand-dived scallop with a truffle reduction, followed by a Wagyu beef fillet..."
Are you listening to the description of the truffle reduction?
No.
You are panicking.
- "Is this $40? Is this $400? Can I afford this? Do I have enough money in my account?"
Because the price is unknown, your brain assumes the worst (Catastrophe).
You order the Side Salad (the cheapest thing) just to be safe.
You wanted the Wagyu. But the Ambiguity killed the sale.
3. The Reorganization (The "Oh" Moment)
The Patient is the Diner.
The Treatment Plan is the Wagyu.
When the Doctor is talking about "Crowns" and "Build-ups," the patient isn't listening to the medical benefits.
They are staring at the Doctor's nice watch and thinking: "This is going to be expensive. I can't afford this. I need to get out of here."
When you finally present the $1,200 fee at the front desk, they have already mentally checked out.
They say: "Let me think about it." (Code for: I was too scared to ask the price earlier).
4. The Why (The Deep Dive: Ambiguity Aversion)
This behavior is driven by Ambiguity Aversion.
The human brain prefers a Known Risk over an Unknown Risk.
- Known Risk: "This costs $1,200." (I can process this).
- Unknown Risk: "This might cost $5,000." (Panic).
When you hide the price, you force the patient into the Unknown.
Trust requires Transparency. Transparency means showing the cards early.
5. Compression (The Protocol: The Menu Method)
You must flip the script. Present the financial range before the emotional commitment.
Step 1: The "Price Anchor" (Early in the consult)
Don't wait for the Front Desk.
Script (Clinical Team): "Mrs. Jones, Dr. Smith is recommending a Crown to save that tooth. Just so you aren't worrying about the math while we talk—a Crown is typically around $1,200, and your insurance usually helps with about half of that. Is that a comfortable range for us to work in?"
Step 2: The "Menu" Presentation (Front Desk)
When presenting the final plan, do not slide a piece of paper across the desk like a confession.
Sit side-by-side.
Script: "Okay, here is the menu of what we discussed. The total for everything is $1,200. We have a few ways people handle that: Some do it all at once for the 5% courtesy, and some split it into payments. Which one makes your blood pressure lower?"
Why this works:
- Removal of Ambush: They knew the number coming in.
- Humor ("Blood Pressure"): acknowledging the stress defuses it.
- Choice: You gave them control over the how, not the what.
6. The Safety Net (The Chairfill Bridge)
You can't sell Wagyu to everyone.
Even with the best presentation skills, some patients simply cannot afford the treatment.
If your schedule is full of patients who can only afford the "Side Salad," you will burn out trying to sell the "Steak."
Chairfill fixes the audience.
It helps you filter and prioritize patients based on their history of acceptance and insurance compatibility.
It fills your schedule with people who are financially and mentally ready to say "Yes" to the menu.
- Present to the right room.
- Get the right result.
[> Find your best patients with Chairfill.]