How do I use loss aversion ethically in a dental consult? People are wired to fear losing something more than they want to gain it, and you can use that honestly. When you tell a patient "I am happy to accept you," you are doing two things at once. You pay a true compliment, and you signal that acceptance is a thing they now have and could lose. That quiet pressure of not wanting to give up a spot moves them toward the next step. I do the same with scheduling. I tell them I only hold a few appointment times [...]