How should I present the fees once the patient is ready to hear cost? Reframe back to the range you already gave them. At the earlier visit you told them, based on patients like them, the cost would fall somewhere between A and B, and now confirm that's exactly the case for their situation. Then present highest to lowest, each fee paired with the same photo you used in the options review, and pause after each image. The pause matters. It lets the number settle next to the picture of the result instead of hanging in the air alone. Expect more [...]