Why do free dental consultations work so well to get patients to say yes? Reciprocity. When you give someone something of real value for free, they feel a pull to give something back, and that instinct is hardwired into the vast majority of us. This is not a gimmick I invented. Behavior studies have validated it, and it is an ancient idea. There is a Japanese proverb, nothing is more costly than something given free of charge, which captures the debt a person feels they owe. You can use that pull for good. A free visit gets the patient in the [...]