Why is eye contact discipline so important when stating dental fees to patients?
Because patients read the doctor’s body language during the fee statement, and any visible discomfort signals that the doctor themselves believes the fee is too high. Look the patient directly in the eye when stating the fee, no matter how large the number. Doctors who flinch at their own fee statements telegraph the message that the fee is somehow unreasonable. Doctors who look at the floor, the computer screen, or over the patient’s shoulder while quoting the number signal the same discomfort indirectly. Patients pick up the signal in seconds and the case-acceptance probability drops accordingly. The required posture is calm, direct eye contact with the patient as the fee comes out, delivered in the same matter-of-fact tone that any other professional fact would be delivered in. Practice the discipline if it feels uncomfortable. Rehearse the fee statements with a spouse or team member. Record case-presentation rehearsals and review the body language. The investment in becoming comfortable with fee statement pays back across every case presentation for the rest of the doctor’s career. Patient confidence in the recommendation tracks the doctor’s visible confidence in the fee.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.
