Does an ethical selling system in dentistry have to be structured to work?
Yes. Random goodwill is not a method. Skilled communication that occasionally happens because the doctor was in a good mood is not a system. Real ethical selling requires a defined, repeatable sequence: what gets said when, by whom, in what order, with what materials in hand. A checklist approach to consultations and treatment presentations is what makes the result predictable across patients and across team members. Without structure, performance varies wildly between visits, days, and team turnover events. With structure, the practice gets the same high-quality outcome every time. The structure is the unfair advantage.
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.