You’ve completed the exam, analyzed the diagnostics, and now you’ve arrived at the moment of truth: the treatment plan presentation.
What you say—and just as importantly, what you don’t say—in these next few minutes will determine the outcome. It’s the difference between a confident patient who understands their needs and eagerly says “yes,” versus a confused patient who gives you the classic, “I need to talk to my spouse,” and then vanishes forever.
Mastering the art of the presentation is a learned skill that directly impacts your case acceptance, your production, and your ability to help people achieve oral health. Today, we’re breaking down the common blunders that sink case acceptance and providing a framework to make you a more confident, clear, and effective communicator.
The Mindset: Stop Being Wimpy
Let’s start with a big-picture idea. The vast majority of dentists are not too aggressive or “salesy.” It’s the opposite. Most are too wimpy, too vague, and too flimsy when presenting treatment. If you’re worried about sounding like a used car salesman, chances are you have plenty of room to be more direct and confident.
The key is to become a student of your own interactions. When a presentation feels awkward or you fail to connect, don’t just move on. Take two minutes after the patient leaves to analyze what went wrong. What question threw you off? What did you say that created confusion? By learning from these moments and building a playbook of what works, you can develop a confident system for nearly any situation.
7 Communication Blunders to Avoid
Here are the specific mistakes to eliminate from your presentations.
1. Drowning Them in Dental Jargon
“Occlusal,” “interproximal,” “endodontically treated,” “abutment.” To us, these words are second nature. To a patient, it’s a foreign language. Using technical jargon doesn’t make you sound smarter; it creates a wall, making the patient feel intimidated. A confused mind almost always says “no.”
What to do instead: Use simple, powerful analogies. A crown is a “strong helmet” for a weak tooth. A bridge has “anchor teeth” that fill the gap. Use your intraoral camera—a picture of a cracked tooth is a thousand times more effective than the words “mesial-lingual fracture.” Show, don’t just tell.
2. Failing to Ask What the PATIENT Wants First
Too often, we jump right into our clinical findings: “Okay Mrs. Jones, you have decay on number 14…” We launch into our diagnosis before ever understanding the patient’s goals.
What to do instead: Start the conversation by asking them. “Before I share what I’m seeing, is there anything that’s been bothering you, or anything you’d like to change about your smile?” This shows you care about their priorities and often aligns their chief complaint with your diagnosis, making acceptance a natural next step.
3. Using Vague, “Wimpy” Language
“You’ve got a little cavity starting, so we should probably take care of that at some point.” Or, “This tooth might need a crown down the road.” This language communicates zero urgency and gives the patient permission to procrastinate. In their mind, “at some point” means “never.”
What to do instead: Be clear and direct about the consequences of inaction, without being an alarmist. “Mrs. Jones, this crack is concerning. Right now, we can protect the tooth with a crown. If we wait, the risk is that the crack spreads, making the tooth unfixable. The most predictable time to fix this is now.”
4. Ignoring the Elephant in the Room (Money)
Many dentists feel uncomfortable talking about money and leave the entire financial discussion to their staff. This creates a disconnect and can make the patient feel ambushed at the front desk.
What to do instead: You, the doctor, must open the door to the financial conversation. You don’t need to quote fees, but you must provide a confident transition. “Now, I know cost is an important part of any decision. I’m going to have you meet with Sarah, our treatment coordinator. She’s fantastic and will go over all the numbers, review any insurance benefits, and discuss the payment options we have to make this work for you.”
Watch the full breakdown for more tips on mastering your presentations.
5. Making Your Team Re-Explain the “Why”
Your front office team is essential for arranging the “how” (scheduling and payment), but they should never have to re-explain the “why.” If a patient asks your treatment coordinator, “So, why do I need this crown again?” you have failed in the operatory.
What to do instead: Ensure the patient has complete clinical clarity and has bought into the “why” before they leave your chair. Your team’s role is to facilitate, not to re-sell the treatment.
6. Ending Without a Clear Next Step
You finish a great presentation, the patient agrees, and you end with, “Okay, great! Give us a call when you’re ready.” You’ve just lost all momentum. You’ve left the ball entirely in their court, and life will get in the way.
What to do instead: Always guide them to the next logical step. “Excellent. The next step is to get this scheduled. I’m going to have Sarah walk you to the front, and she’ll find a time that works for you.” This removes ambiguity and moves the process forward.
7. Projecting a Lack of Confidence
This is the mistake that underlies all the others. If you don’t seem 100% confident in your recommendation, how can you expect your patient to be? A wavering voice or uncertainty is contagious. Patients can sense it from a mile away.
What to do instead: Plan your cases thoroughly so you walk in with absolute certainty. Practice your phrasing. Use visuals to bolster your points. Your confidence gives the patient permission to feel confident, too.
Improving your treatment presentations has one of the highest returns on investment of any activity in your practice. It leads to better health for your patients and a more successful, fulfilling, and less stressful career for you.
