1. The Disruption (Challenge the Model)
You feel guilty asking for money because you view the interaction as a Subtraction.
- Patient has Money ($1,000).
- You take Money.
- Patient has less.
If you believe you are making the patient "less," of course you feel bad. You are a nice person.
2. The Anchor (The Familiar Experience)
Imagine you are at an Apple Store buying a new iPhone.
The Genius Bar employee says: "That will be $1,200."
Do they look sad? Do they say, "I'm so sorry, I know it's expensive"?
No. They smile. They are excited for you.
Why? Because they believe the Phone > The Money.
3. The Reorganization (The "Oh" Moment)
Dentistry is better than an iPhone.
- An iPhone lasts 3 years. A Crown lasts 15+.
- An iPhone is a toy. Health is life.
When you ask for $1,200, you aren't "taking" anything. You are Exchanging.
4. The Why (The Mechanism)
This is "Value Perception."
- "I'm sorry it's $1,000" = "I don't think it's worth $1,000." (Low Value)
- "The total is $1,000, and we can get you started today" = "This is worth every penny." (High Value)
5. The Solution (The Exchange Mindset in Practice)
Never present the price without connecting it to the Result. Here are exact playbooks to collect with confidence.
Playbook 1: The Result-to-Price Link (The Core Shift)
The Rule: Every dollar amount must be attached to an outcome. Naked numbers create resistance. Framed numbers create acceptance.
Don't say: "The total is $500." (Focus on Cost — the patient hears loss).
Do say: "To get you out of pain and fix that tooth permanently, it is $500." (Focus on Value — the patient hears gain).
More examples:
- Don't: "The crown is $1,200." → Do: "To protect that cracked tooth so it doesn't break and need a $3,000 implant later, it's $1,200."
- Don't: "Deep cleaning is $800." → Do: "To stop the gum infection that's damaging your bone, it's $800. This prevents tooth loss down the road."
- Don't: "Whitening is $400." → Do: "To get your smile ready for that wedding, it's $400."
Why it works:
- The brain doesn't evaluate price in a vacuum. It evaluates price relative to what it gets.
- "$500 for pain relief" is a bargain. "$500 for a dental procedure" is expensive. Same money. Different frame.
Playbook 2: The Comparison Frame (Make It Relative)
When to use: Patient hesitates or says "That's a lot."
What you do:
Don't argue the price. Compare it to something they already spend on without flinching.
Script:
"I totally understand — $1,200 sounds like a lot. But think about it this way: that's about what most people spend on their phone plan over a year. And this crown is going to protect your tooth for 15+ years. It's honestly one of the best investments you can make in your health."
Other comparison frames:
- "That's less than a car repair, and this lasts 10x longer."
- "That's about $3 a day over a year. Less than your morning coffee."
- "Most people pay more for their gym membership annually, and this actually fixes a problem."
Why it works:
- Comparison resets the mental price anchor.
- When $1,200 sits alone, it's compared to $0. When it sits next to a phone plan, it feels reasonable.
- You didn't reduce the price. You changed the context.
Playbook 3: The Confidence Script (Owning the Number)
When to use: Every single time you present a fee. This is your default state.
What you do:
Say the number clearly. No hedging. No apologizing. No vocal upswing at the end (which turns a statement into a question).
Confident delivery:
"The total for your treatment is $2,400. Your insurance covers about $1,000, so your portion is $1,400. We have payment options if you'd like to spread that out. What works best for you?"
Weak delivery (avoid):
"So, um, the total is... $2,400? I know that's a lot... I'm sorry. Your insurance only covers $1,000, so unfortunately you'd owe $1,400..."
The difference:
- Confident delivery says: "This is what quality care costs, and it's worth every penny."
- Weak delivery says: "I agree this is too expensive and I feel bad charging you."
Why it works:
- Patients take their pricing cues from you. If you flinch, they flinch. If you're steady, they're steady.
- Confidence is contagious. So is doubt.
Playbook 4: The Objection Bridge (When They Push Back)
When to use: Patient says "I can't afford that," "Let me think about it," or "That's too much."
What you do:
Don't fold. Don't discount. Bridge to a solution.
Script for "I can't afford that":
"I hear you — nobody budgets for dental work. Here's what I can do: we can break this into monthly payments that are much more manageable. Most patients do $[X] a month. That way you get the care now and don't have to worry about it getting worse and costing more later. Sound good?"
Script for "Let me think about it":
"Absolutely, take your time. I just want you to know — this tooth isn't going to get cheaper to fix. Right now it's a crown. If we wait and it cracks further, it could become an extraction and implant, which is three times the cost. I'd rather help you handle it now while it's simpler. Can I hold a spot for you this week just in case?"
Script for "That's too much":
"I understand. Can I ask — is it the total that's the concern, or is it paying it all at once? Because if it's the lump sum, we have ways to break that up that most patients find really doable."
Why it works:
- You didn't abandon the treatment. You bridged to a path.
- "It'll cost more later" creates urgency without being pushy.
- Asking "Is it the total or the lump sum?" usually reveals the real objection is timing, not price.
Billing Micro-Actions
Practice saying the number out loud. Literally. Stand in front of a mirror and say "$2,400" ten times without flinching. Your vocal tone will change. Do this before your first day of presenting fees.
Never whisper the price. Whispering signals shame. Say it at normal volume. It's a fact, not a confession.
Use round numbers when possible. "$1,200" is easier to process than "$1,187.50." Round up for the verbal quote. Details go on the written estimate.
Always offer a next step. Never end with the number. End with: "Want me to schedule that?" or "Which option works best?" A number without a next step is a dead end.
Real-Time Example
Patient just heard they need a crown and a filling. They come to the front desk looking worried.
Old approach: "So, the total is $1,800. Do you want to schedule?" (Eyes looking down. Apologetic tone.)
Patient: "Wow. Let me call my husband."
Exchange approach: "Great news — Dr. Smith has a solid plan to save that tooth and get you comfortable. The total is $1,800, and your insurance brings your portion to about $900. We can do it in one visit next week, or split it into two if that's easier. We also do $150/month payments if you want to spread it out. What sounds best?"
Patient: "Let's do the two visits."
Result: Same price. Same treatment. Different energy. The office manager didn't apologize — she guided. And the patient said yes.
The Rule That Changes Everything About Money
You are not taking from them. You are exchanging with them.
Health for paper. Relief for dollars. A permanent fix for a temporary expense.
When you believe the exchange is fair, your voice changes. Your body language changes. And the patient believes it too.
Stop apologizing. Start exchanging.