Why do patients get frustrated during the sales process at my practice? Because you never told them how it works. A patient walks in wanting one thing above all, to know what to do and what is expected. That is how every one of us deals with a professional service. Tell me how this is going to go. When you do not lay out the steps, the patient fills the gap themselves, and they make up a version that is usually wrong and usually scarier than reality. That made-up version has been running your practice for years without you realizing it. [...]