What does ethical selling actually mean in a dental practice? It means getting patients to do good things for themselves. That is the whole of it. You are competing in the marketplace against every other good and service that wants their money, and most of those things do nothing good for them. So when I help a patient make an emotional and intellectual decision to get treatment done, I am steering them toward something that genuinely improves their life. There is nothing slick about it. The work is in getting them engaged enough to decide, then giving them a real choice [...]