Why do my patients get confused when I present complex implant options? Because you are talking to a consumer like you would talk to another dentist, and the more complex the options get, the worse that habit hurts you. This is something unique to our kind of selling. We are not pitching colleagues who speak the language. We are explaining life-changing choices to anxious people who do not know a fixture from a flapper. As your options grow more sophisticated, your explanation has to get simpler, not fancier. When patients get confused, they do not make a bold choice, they make [...]