Why is eye contact discipline so important when stating dental fees to patients? Because patients read the doctor's body language during the fee statement, and any visible discomfort signals that the doctor themselves believes the fee is too high. Look the patient directly in the eye when stating the fee, no matter how large the number. Doctors who flinch at their own fee statements telegraph the message that the fee is somehow unreasonable. Doctors who look at the floor, the computer screen, or over the patient's shoulder while quoting the number signal the same discomfort indirectly. Patients pick up the signal [...]