Who should be present at a dental treatment presentation? There's a formula here, and getting it wrong quietly kills cases. The patient should rarely be deciding alone, because the person who actually controls a big yes often isn't in the chair. The financial other, a spouse or whoever shares the money decision, needs to be in the room and brought up to the same level of understanding as the patient. If they hear about a five-figure case secondhand, over dinner, from a tired patient who didn't fully grasp it themselves, you've lost. Your team has a role too, the assistant and [...]