Part 2 of the Serving vs. Selling Series
Miss Part 1? Catch up here!
By: Candy Velez, CRDH, BSDH, IgniteDDS Dental Hygiene Coach
Ask yourself: What makes one treatment conversation feel like serving, and another feel like selling? It’s a subject I’m passionate about because I’ve seen what happens when teams shift from a selling mindset to a service mindset.
Everything in dental practice changes.
- Patients feel more understood.
- Teams become more confident.
- Recommendations feel more authentic.
- And trust begins to grow.
The reality is that some dental offices are labeled as being “sales-focused,” while others are known for educating and serving patients. Interestingly, many of the recommendations are identical.
So what creates the difference?
I’ve come to believe it isn’t the recommendation itself. It’s the conversation surrounding it. Let’s explore what I mean.
When a Recommendation Feels Like Selling
Recently, I overheard a hygienist say:
“Would you like fluoride today? It’s an extra $40.”
The patient immediately declined. Before we go any further, this isn’t about criticizing the hygienist.
In fact, many of us have had conversations like this. When schedules are full, patients are running late, and we’re trying to stay on time, it’s easy to fall into communication patterns that feel efficient but don’t always create understanding.
The hygienist wasn’t trying to sell anything. She was likely trying to make sure her patient was offered fluoride. But notice what happened. The conversation immediately focused on fluoride and $40.
- Not the patient’s risk.
- Not the clinical finding.
- Not the reason the recommendation existed in the first place.
The issue wasn’t that the fee was mentioned. The issue was that the fee became the focus before the patient understood the need for the treatment. As a result, the patient wasn’t evaluating a healthcare decision. They were evaluating a purchase.
What Serving Sounds Like Instead
Now compare that to this conversation:
Hygienist: “Remember when I disclosed your teeth earlier in the visit, and we discovered a large amount of plaque between your two back teeth? That’s the same area where we’re seeing the beginning stages of a cavity. The good news is we’ve caught it early. I’d recommend Curodont and a fluoride varnish to help strengthen the area and support a natural repair process before this becomes a larger issue.”
Similar recommendation. Completely different conversation. Notice how the focus shifts.
- The conversation begins with the discovery.
- Then the risk.
- Then the solution.
The fluoride hasn’t changed. But the patient experience has. The recommendation now has context and purpose because the patient understands how it connects to their health.
The Problem With Asking Before the Exam
I’ve seen this same pattern happen before the appointment even begins.
Some practices ask patients whether they would like fluoride when they check in at the front desk prior to their appointment. Again, the intention is usually good. Teams are trying to be efficient and save time.
But ask yourself this: how can a patient decide whether they need a solution before anyone has identified whether a problem exists?
We’re asking patients to make a decision before we’ve helped them understand. And that is where many conversations unintentionally begin to feel transactional.
Why We Rush to Fees and Insurance
As clinicians, it’s easy to see how this happens. We hear questions about cost and insurance every day.
“How much is it?”
“Will my insurance cover it?”
After hearing those questions repeatedly, we sometimes begin anticipating objections before they happen. We rush to fees. We rush to insurance. We rush to answers. Meanwhile, the patient is still trying to understand the problem.
What Patients Actually Want
Patients rarely wake up wanting fluoride, Curodont, periodontal therapy, or Invisalign. What they do wake up wanting is healthier gums.
- A healthier smile.
- More comfort.
- More confidence.
They want solutions. And people are far more likely to accept a solution when they understand the problem it solves.
A Challenge for Your Team
This week, listen carefully to the treatment recommendations happening in your practice. Notice the focus.
- Are conversations centered around a product, a fee, or insurance coverage?
- Or are they centered around a finding, a risk factor, and a patient outcome?
One small shift can completely change how a recommendation is received. Help patients understand what you see. Help them understand what you understand. Then allow them to make an informed decision. That’s not selling. That’s serving.
At IgniteDDS Coaching, we help teams create patient conversations built on trust, understanding, and purpose. Because when patients understand the reason behind a recommendation, they are empowered to make decisions that support their long-term health.
