How does Maslow's hierarchy of needs apply to selling dental implant cases? Stop thinking of it as a psych 101 trivia question and start using it at chairside. Once a patient has their basic physiologic needs handled, almost everything you sell them lives in the three middle floors of that pyramid: safety, love and belonging, and esteem. Self-actualization rarely shows up in a dental decision, so don't aim there. What that means in plain terms is that a big case isn't really about the titanium. The patient is buying the feeling of being safe in your hands, of fitting in again, [...]