Price is NOT the issue

A client asks:

“I have a lot of patients at the moment who are deferring treatment because they are telling me that

they cannot afford it at the moment

should I reduce my prices?”

I cannot afford an iPad on 28th May – even though I want one. (Yes – I know – I don’t need one).

I’m not going to call Apple and offer to haggle on the price.

Its not about the price – its about the AFFORDABILITY.

Apple don’t need my business – so they will not have to shift.

But the dentist in question needs his patients’ business – so he will have to shift.

But pricing is not the “shifting point” – affordability is.

I recently took my 15-year old daughter to a private orthodontist.

The treatment plan was £2300.

I couldn’t afford it.

But I could afford to pay over 4 months.

So that was our agreement.

4 cheques for £575 – me happy, daughter happy, dentist happy.

If all of your appointment books are full, you don’t need to haggle.

But if its a choice between a £400 treatment plan, payable over 3 months – or a gap – take the treatment plan.

The only rule nowadays is that there are no rules.

Learn to listen better – and make your treatment plans affordable.


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.