Why would I offer a warranty or promise in a dental treatment plan? Because fear of risk is what kills most big cases, not price. When a patient is staring at a large irreversible decision, the question underneath everything is what happens if this goes wrong. A written warranty or promise about how you handle that answers it before they have to ask. It lowers the fear, and lower fear builds trust, and trust is what gets people deciding for the better option instead of the cheapest one. I put the promise right below the patient's own responsibilities in the report, [...]