What is it you are selling your dental patients when they walk through the door?

What if we told you that it wasn’t dentistry you were selling, but something else? Sure, all of us spent years in dental school learning about the mouth, and hours in the laboratory refining our technical ability. But a dentist needs more than good hands to be truly successful. A dentist is not just a technician, but a psychologist, social worker, diplomat, educator, and motivator.

Like it or not, the product is not dentistry; people must buy our care, skill and judgment before they place their oral health in our hands.

Dentistry is a people business. Success depends not only upon our technical ability, but also on our ability to motivate people to accept and appreciate what that technical ability can do for them. Americans generally have money for what they want. Dentistry’s challenge is to make them want what we know they need.

From Chapter 3 of “A Philosophy of the Practice of Dentistry” By Lindsey D. Pankey, DDS and William J. Davis, DDS

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