How do you set your prices?

That’s a question I’m asking my clients at this week’s Extreme Business Workshops in London and Manchester.

I’m sharing with them (for the first time) the attached PDF – please download a copy.

In simple terms – pricing is a combination of:

  • mathematics – “what do I need to charge to make a profit?”
  • emotion – “what do I think my patients will pay?”

The challenge is that most practices lean heavily towards the emotional consideration and don’t pay enough attention to the mathematics.

Take a moment to think about where you are currently on The Pricing Matrix – and what you have to do to get into the top right hand quadrant.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.