What is the buy hurdle and why does it sink so many implant cases? The buy hurdle is whoever else is attached to the patient. The husband, the wife, the boyfriend, the trustee, the aunt who is writing the check. That person is the hurdle standing in the way of the decision, and most dentists never address them. So the patient goes home, that person was never part of the conversation, and they sabotage a good decision by quietly instilling doubt. You never even see it happen. The fix is to make this a matter of fact part of your process. [...]