Should I charge a fee to update a treatment plan for a returning patient? Usually no, and here is why. By the time someone comes back for a reevaluation, they have already paid once to learn all of this, and the odds of this case going forward are high. They are close. So charging another fee does nothing to help the buying psychology, and waiving it lets you do a little more reciprocity that pushes them toward the next yes. The small goodwill is worth more than the update fee. Charging or not will not change how the selling works on [...]