Who is the veto holder in a dental treatment decision and why does it matter? The veto holder is the person who is not in your chair but controls how money gets spent in that household. Spouse, partner, sometimes a grown child. If you do not identify and involve that person early, you will burn hours presenting beautiful treatment to someone who cannot say yes alone, and the case quietly dies. I lost a clear, obvious case years ago because we let an undiscovered veto holder skip the appointment entirely. The plan never moved. So systematize this. Find out who else [...]