Selling is not a dirty word…….
But only if you learn how to find peoples WANTS instead of telling them what you think they NEED

From Stephen Hudson BDS, MSc, PGD Medical Law, PGD Dental Law & Ethics

Wednesday, 10.41 PM

Dear Fellow Dentist

I am going to tell you something that might shock you. You are tens of thousands of pounds poorer than you should be…………and you don’t even know it. What if I told you that many of your patients actually wanted to give you money for treatment you didn’t even know they WANTED? Would you be surprised? Would you be angry? I know I was when I discovered this fact. And you thought Mr’s Smith just NEEDED a scale and polish.

There was, and still is, one BIG problem with most dental schools. They teach you how to look after teeth, but very rarely do you get taught the psychology of patient care. And because we were taught by academics, it was very rare to meet someone who knew how to explain treatment options to patients (in a manner that was ethical and in the patients best interests). This is why many of you are struggling. You don’t have the skills necessary to increase your income and make your job easier. If you did, you wouldn’t be sat reading this.

Many people want to ask you about improving their smile, but fail to do so for a host of reasons

As a profession, we are relatively poor at letting our patients know what we can do for them because we haven’t been taught how. We haven’t been taught how to build up a relationship with our patients so that they ask us for the treatment that they WANT. Too often we try and sell treatment to patients, only to find they have no desire for what we propose, because they often feel that they are being sold. They say things to you like:

  • I’ll think about it….
  • I’ll let you know….
  • Maybe next year….
  • I’ll have to ask my spouse….
  • I don’t see a need….

You know the patient clinically needs what you are offering, and you know that they can benefit from it, but for some reason they do not buy, even when they can afford it. The big problem is often that, when you look in a patients mouth, you say to yourself “Ah, Mr X NEEDS a crown”. We then convey this information by saying “YOU NEED……..”

The basic flaw with this is quite simple. People don’t buy NEEDS, they buy WANTS.

If the patient has a tooth that hurts on chewing, he doesn’t NEED a crown. He needs a tooth that doesn’t hurt, and this can quite easily be accomplished by extracting the tooth. What you feel the patient needs may be a thousand miles away from what the patient WANTS. Until you learn to illicit what the patient WANTS, how can you possibly know what to offer them. Until you can find what the patient WANTS, you do not have their consent for treatment. If you give all the options and the patient chooses an extraction, then that is their choice.

But it’s still not that easy. People don’t want dentistry, they want what dentistry can produce:

  • People don’t want bleaching – they want white teeth
  • People don’t want crowns – they want teeth that don’t hurt when they chew
  • People don’t want white fillings – they want their teeth to look like teeth
  • People don’t want periodontal treatment – they want gums that don’t bleed
  • People don’t want root fillings – they want to save their teeth and be out of pain
  • People don’t want dentures – they want to replace their smile and be able to eat.

Until you can learn to find out what a patient truly wants, your earning potential will be capped at its present unfavourable level. Some will be stuck in a drill, fill and bill mentality, which is no good for them, and no good for their patients. They will be working harder, and longer, for what appears to be less and less money.

And all the time the expenses of running a practice keep on rising

If you are going to teach your patients to tell you what they want, you need to learn certain skills. This is what my effective dental sales system is all about. I was never good at “selling” simply because it meant I was trying to sell. In fact, before I developed this system, the number of private crowns I did a month could be counted on 1 finger. So what happened?

I got angry

I was fed up selling myself short, knowing that I was worth much more. I was fed up with patients choosing treatment based on price and not quality. So I did something about it. I went on some courses, read some books, and developed an ethical system that I could apply to any practice. Let’s have a look at some of the results:

  • I never had an overdraft facility on my practice… in fact I no longer have any debt at all
  • I hada 2 week waiting list for treatment at most
  • I gave my patients all the options for treatment, regardless of their apparent social status
  • New patients were accepted only if they are referred by other existing patients

I don’t tell you this to impress you (because I’m sure it doesn’t). I tell you this to impress upon you that there is perhaps a better way than the old Drill, Fill and Bill, and the new way of the UDDER farmer. Be your practice NHS or private, just imagine what your earning potential could be. YOU decide now how much you want to earn and how hard you want to work. According to the Inland Revenue, the average UK dentist makes about £65,000 (about $100,000). And most dentists are killing themselves to make that. You were not meant to work 6 days a week….. in fact, in my opinion, if you are working more than 4 days a week chairside, you aren’t doing yourself any favours.

Research by the Pankey Insitute showed that the optimum earning potential is reached when dentists work 3.5-4 days a week

£65,000 is not enough. You think 5 years at dental school and the stresses associated with the job are worth that? A recent poll by the magazine private dentistry put the average income of the UK private dentists polled at over £110,000 (and we won’t even discuss what the Daily Mail reports that we earn). Now that’s more like it don’t you think. Whatever you do, don’t think about what you could spend that extra money on. Don’t think about the new car you could drive, or the equipment you could buy. Don’t think of the changes you could make to your practice, or the improved techniques you could offer to your patients. Don’t even, for a second, imagine the holidays you could go on……. or more importantly than all them, the money in the bank you could be salting away for your financial freedom.

I wouldn’t want you to get excited about the prospect of making more money, ethically, and in a way that the patients will thank you for.


Effective Dental Sales System

Downloadable to your PC in PDF format

What you will learn?

  • How to build rapport with people, and thus establish trust
  • How to identify a patients wants
  • How to prepare yourself for the patient consultation
  • How to answer objections so that the patient chooses the treatment that is right for them
  • How to ask for referrals and testimonials
  • How to make sure the treatment you are offering is right for the patient
  • How to get your patients to write you testimonials
  • Why people put off treatment, even though it is obvious to us that they need it

The biggest problem you will encounter is yourself. When you take what I have to offer on board, you will find yourself fighting your old habits. Some people will buy this, try it for a few days, then give up. Others won’t even try it. They will get to work, all raring to go, and before they know it they will be back to where they were.

But that isn’t you is it? You know that just buying this system isn’t enough. No, you already realise that you will have to slowly change the structure of how your patients are booked in . And I will give you your first clue……you cannot build good patient communication in a 5 minute check up slot. You need at least 20 minutes. There, I give that to you free of charge.

Let’s have a look at the kind of information that you will find in this system. The following is an example of the information you will have access to when you sit back feeling good about your purchase:

Be the “Nice Guy”

Most patients want their dentist to be pleasant, witty, competent, hygienic and reassuring. This is not much to ask now is it? People do not want a grumpy dentist, it’s that simple. And they might not like what we do, but that doesn’t mean that they cannot like us. So when the patient says “I don’t like dentists”, ask yourself why they are saying this. It is not a blatant attempt to piss you off. It is usually because they are afraid of you, and find it difficult to relate this fear. They are trying to say “Hey, I need you to know I am really not looking forward to this.” But instead they choose a method of communication that sometimes aggravates the very person they don’t want to aggravate.

So how do we come across as a nice person? Well, there are several very simple things you should do, all of which will help build rapport.

  • Smile. Put the biggest, cheesiest grin you can muster on your face. The patient walking through that door could be worth five thousand pounds to you. So the least you can do is offer them a smile. This means you and your assistant won’t be wearing masks when the patient comes in. Any protective eyewear should also be discarded. Let people see what you actually look like.
  • Introduce yourself, and introduce your assistant. People want to know your name. They want to know that the person treating them is a human being and not an automaton.
  • Use the patients’ name, and use it often. People like to hear their name used. It will indicate that you have taken an interest in the patient, and gives the impression that you care about them.
  • Look them in the eye. You are not selling dodgy watches. You are selling your outstanding clinical services. As such, you need to come across as being trustworthy, which can be helped by maintaining eye contact. Remember, if you are a crook, people will soon find out. You have to be worth what you are charging.
  • Face the patient when speaking to them. Also, when they finish speaking, pause in case they are simply gathering their thoughts. This helps avoid interrupting them in mid flow.
  • Ask lots of questions about “them”. Ask them what they do, where they live, what excites them. People like to talk about themselves and what they are interested in. Questions allow you to centre the conversation on the patient. It helps build up a relationship.
  • Pay the person a sincere compliment. Follow it up with the word “because” and then a believable reason for your compliment.


Remember that people buy from friends. Now really, is any of this so hard to do? No, of course not. But how many dentists do this? You tell me.

And rapport extends past the first appointment. You have to remember who they are. So write a few comments in the patient’s notes. If they are of on holiday, remind yourself to ask them how their holiday was. It is in your best interest after all. Patients are not just teeth. We spend hours a day looking into peoples mouths, often forgetting that the mouths are connected to human beings with worries and fears. If you treat the whole person, and build a good dentist patient relationship, they are:

  • More likely to like you
  • More likely to trust you
  • Less likely to abuse your time by failing appointments
  • More likely to forgive you should something go wrong
  • More likely to refer other patients to you
  • More likely to buy your treatment recommendations

Doesn’t this sound worthwhile?”

So what does it cost?

There are now several courses on dental sales run across the country. These usually take up several days and can cost up to £1600. The problem is, if you don’t use the information given, then this is £1600 wasted.

However, what I am offering is a system you can incorporate into your own practice for a fraction of the price. You can take the information you think is relevant and discard the rest. In my opinion, this gives you all the information you need to incorporate your own effective sales system. And by role playing with your staff, you can hone your skills before trying them out on your patients. THEN you can go on the expensive course and really get your skills honed.

Now normally a report like this, because it’s dental (you realise the markup on alls tuff sold to dental practices I presume?), would cost in the region of £100+. But really that’s too much. So for a limited time I am going to offer this report for less than half price.

Yep, you heard me. The price I ask is £32.17.

By using the button below, you can learn how to enhance you communication skills in an ethical manner.

But wait, there’s more

Buy the Dental Sales System and get a special bonus:

Techniques for unconscious persuasion

Learn the subtle language that can be used to get people to do what you want (this is for your own personal interest. It is not advised that you use these techniques on your patients). With a bit of bottle, and a few chosen words you can

  • Increase your chances of getting free upgrades on flights
  • Get yourself a seat on a crowded bus / train
  • Avoid waiting in long lines
  • Learn the tricks that will be used on you when you go shopping

This bonus is only available for the next 90 days.

After that, I will either put the price up or remove the bonus……or both.

You have to take that first step. Buying the product isn’t enough, you also have to apply the information contained. You have to use it. And if you buy the product, and sell one private composite, then it’s already paid for itself. Put simply, you cannot lose. Because I give you one last thing to consider

Buy today and get a full no-quibble 30 day money back guarantee. If you don’t think it’s worth the money, just contact me within 30 days and I will return your money, no questions asked. I can be contacted by the contact form on this webpage.

Buy today, and start reaping the rewards that you deserve. Use the button below to take you to the order page.


Kind regards

Stephen Hudson