Sell Benefits First, Not the Dental Procedure

It’s odd how often people fail to connect the dots. Seemingly intelligent people often get hung up on a single point and don’t think things through to a conclusion. That happens often when dental patients are presented with a case solution.

Stumbling Blocks

When presenting a case solution to a possibly reluctant patient, you’ll be more successful if you think about what might trip that patient up in their decision process.


Most people don’t want to know the details of a dental procedure. Frankly, most of them don’t need to know, because all it will do is to give them more to worry about. If you’re proposing a root canal, don’t go into depth about broaches, files, and spreaders. When discussing dental implants, avoid comparing the relative qualities of different types of implants. You’ll see most patients’ eyes glaze over.


Very few people claim to enjoy pain. For everyone else, it’s something to be avoided. Dental pain, whether due to infection, trauma, or dental procedures, seems to be in a class by itself. By some estimates, over 130 million people in the U.S. have some level of dental anxiety. In most cases, simple reassurance accompanied by a brief mention of how you’ll manage their pain and the results you’ve achieved for other patients will address this stumbling block.


Cost is a huge deterrent for many patients, particularly for elective procedures. Some people simply can’t afford the procedure they need, while others could afford it but aren’t convinced of the value. Before mentioning the cost of the procedure, it may help to mention that you have low- or no-cost financing options available. Some patients may be offended by the idea that they can’t afford something, but hopefully those will be few and far between.


The benefits of having a particular procedure can be a stumbling block – if they’re not spelled out well, and if they’re mentioned out of order.

In fact, your best approach may be to start with the benefits of the procedure and explain them in plainly and simply.

“Mrs. K, we’ve come up with a solution for your problem. You’ll be able to eat anything you want, you’ll be smiling without embarrassment, and we can give you back your smile in just two appointments.”

Benefits are the dot you want to connect first, because the other stumbling blocks can either prevent the patient from reaching benefits or change their perception of how the procedure will change their lives.

When the benefits of the procedure are well established in the patient’s mind, it’s easier to deal with the other stumbling blocks.

“We’ll be placing a dental implant into your jaw. Then, we’ll load a dental crown onto the implant, and it’ll be like that tooth was never missing.”

“We’ll keep you completely numb and somewhat sedated. You probably won’t remember much, and when we’re done, you’ll have a gorgeous smile.”

“You can eat without discomfort, smile freely, and laugh without concern for only X dollars a month for X months.”

Sell the benefits of your case solution first, and you’ll find greater case acceptance rates.