Why open the dental case options with "I only offer options I would recommend to my own family"? Because the statement is both true under ethical selling principles and powerful as a trust signal at the moment the patient is about to hear the recommendations. Ethical selling means every option presented is one the doctor would genuinely recommend if a family member walked into the office with the same findings. Stating this commitment aloud accomplishes two things simultaneously. It puts the doctor on record about the standard they apply to the options, which constrains the temptation to pad the list with [...]

Why open the dental case options with "I only offer options I would recommend to my own family"? Because the statement is both true under ethical selling principles and powerful as a trust signal at the moment the patient is about to hear the recommendations. Ethical selling means every option presented is one the doctor would genuinely recommend if a family member walked into the office with the same findings. Stating this commitment aloud accomplishes two things simultaneously. It puts the doctor on record about the standard they apply to the options, which constrains the temptation to pad the list with [...]

Why open the dental case options with "I only offer options I would recommend to my own family"? Because the statement is both true under ethical selling principles and powerful as a trust signal at the moment the patient is about to hear the recommendations. Ethical selling means every option presented is one the doctor would genuinely recommend if a family member walked into the office with the same findings. Stating this commitment aloud accomplishes two things simultaneously. It puts the doctor on record about the standard they apply to the options, which constrains the temptation to pad the list with [...]