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Dentists Are NOT Used Car Salesmen!


In the patient’s mind, dentists are like used car salesmen. They think you’re just trying to sell them something! You know that’s not true. After all, you didn’t go into dentistry to make money. You did it to help people!

Patients don’t know that. They need to see the value before they can trust you. Would YOU buy something if it seemed worthless? I don’t think anybody would! You know your services are valuable—the trick is getting patients to see that value, too.

Explain to patients why they need treatment. Use radiographs to show what their smile looks like now, and AI imaging to show what their smile could be. Take the time to help patients understand how treatment can improve their lives. Evidence is a sure way to build trust!

Want an example of how NOT to run your practice? Look no further than KB’s used car lot (we had a lot of fun filming that video). All jokes aside, we’ve got some really great tips for boosting perceived value here.

Build trust through value!

Kirk Behrendt

Kirk Behrendt is a renowned consultant and speaker in the dental industry, known for his expertise in helping dentists create better practices and better lives. With over 30 years of experience in the field, Kirk has dedicated his professional life to optimizing the best systems and practices in dentistry. Kirk has been a featured speaker at every major dental meeting in the United States. His company, ACT Dental, has consistently been ranked as one of the top dental consultants in Dentistry Today's annual rankings for the past 10 years. In addition, ACT Dental was named one of the fastest-growing companies in the United States by Inc Magazine, appearing on their Inc 5000 list. Kirk's motivational skills are widely recognized in the dental industry. Dr. Peter Dawson of The Dawson Academy has referred to Kirk as "THE best motivator I have ever heard." Kirk has also assembled a trusted team of advisor experts who work with dentists to customize individual solutions that meet their unique needs. When he's not motivating dentists and their teams, Kirk enjoys coaching his children's sports teams and spending time with his amazing wife, Sarah, and their four children, Kinzie, Lily, Zoe, and Bo.