Why do most dentists present treatment plans in a random, unstructured way? Because that is what dental school taught them. The training: diagnose, write a plan, present the fee. Order arbitrary. Structure absent. Generations of dentists graduated into the same approach and built practices around it. Most of them privately notice that as case size grows, acceptance drops, and they conclude the patients are the problem. The actual problem is the unstructured presentation. Behavioral science has documented decades of research on how to sell high-value services. Almost none of that research has reached dental education. Practices that adopt structured selling outperform [...]

Why do most dentists present treatment plans in a random, unstructured way? Because that is what dental school taught them. The training: diagnose, write a plan, present the fee. Order arbitrary. Structure absent. Generations of dentists graduated into the same approach and built practices around it. Most of them privately notice that as case size grows, acceptance drops, and they conclude the patients are the problem. The actual problem is the unstructured presentation. Behavioral science has documented decades of research on how to sell high-value services. Almost none of that research has reached dental education. Practices that adopt structured selling outperform [...]

Why do most dentists present treatment plans in a random, unstructured way? Because that is what dental school taught them. The training: diagnose, write a plan, present the fee. Order arbitrary. Structure absent. Generations of dentists graduated into the same approach and built practices around it. Most of them privately notice that as case size grows, acceptance drops, and they conclude the patients are the problem. The actual problem is the unstructured presentation. Behavioral science has documented decades of research on how to sell high-value services. Almost none of that research has reached dental education. Practices that adopt structured selling outperform [...]