Does being honest about my fees actually help me close more cases? It does, and dentists who fudge pricing usually close less, not more. Honesty about what something costs is one of the global rules that govern selling anything, in any industry. When you are straight about the fee early, you do two things at once. You build the trust that makes a patient believe the rest of what you say, and you verify whether this person is actually qualified and able to make the purchase. Dodge the number or soften it, and you waste everyone's time presenting to someone who [...]