Why do less than one percent of dentists use a sales checklist? Because almost nobody was ever taught that selling should be systematic, so they wing it. Most practices sell random, or random plus, meaning a few tips and tricks picked up over the years stitched together with hope. Fewer than one in a hundred follow an actual checklist when they present and close a case. Think about how strange that is. You would never do a surgical procedure with no protocol, no sequence, no inspection. Yet the conversation that decides whether the patient gets care at all gets zero structure. [...]