[This article, originally published 9/13/12, is one of our most widely read on the topic of case acceptance.]

I've been saying for some time now – in my e-books and elsewhere – that today's patients are savvy consumers and that they make decisions based on perceived wants versus perceived needs. Wants are things they would like to have and needs are things they have persuaded themselves they must have.

You can tell the difference in how people think about wants and needs by the language they use when discussing them.

In the consumer mind, a want usually comes with a but attached: "I want to have a better smile and healthier mouth, but I just can't afford it right now."

A need on the other hand, comes with a because: "I need to go on this trip because I'm so stressed out." Or "I need an iPad, Mom, because it will help with my homework." Think of anything that you have on your list of needs. I bet you have at least one corresponding because to justify why you need it.

This is what is behind the art of case presentation. Most patients genuinely want to have ideal dental care. It's your role to make them need it. And that means giving them a "because" that is more compelling than any "but" rationale they came in with.


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