Does my clinical expertise determine how well I sell large cases? It does not, and that surprises a lot of dentists. Your years of experience and clinical proficiency have almost nothing to do with whether a patient accepts a big case. I have watched highly skilled clinicians lose case after case because they printed an itemized plan and winged the conversation, regardless of how good their hands are. Selling sits on the management and systematic side of the practice, not the clinical side. Clinical capability takes years to build but is straightforward to acquire. The non-clinical capability, a documented system for [...]