How do I find the real reason a patient is motivated to buy dental treatment? You go looking for the pain, and I mean the motivating pain, not just the toothache. Every purchase is driven by some why, and your job is to find it before you talk solutions. That why can be a physical ailment, but it can just as easily be aspirational, wanting to look younger for a wedding, or purely emotional, or even social because someone they know got their teeth fixed. It is often illogical, and that is fine. People buy on emotion and justify with logic. [...]