You Are Worth It: Feel Comfortable Communicating your Fees & Achieve the Income your Services Deserve

by Ashley Latter

Do you sometimes reduce the price of your treatments in your head because you feel your patients cannot afford them? Does talking of money in your surgery make you feel uncomfortable? Are you worried about quoting a price due to the fear you might get a negative response from your patient? Do you feel your services are worth more than you get paid for them? If you have answered yes to any of these questions, then I promise you will enjoy reading this book. This book reveals information on exactly how to deal with this problem. As far as I am aware, the contents are not taught at any dentistry school. While certain elements of pricing may have been touched on by dental coaches, they'll have barely scratched the surface of what I do in this book. I'll be looking at this complex issue in depth, delving into the psychology of what you do in those awkward situations and even why you do it! I will alter your thought process, your beliefs, and most significantly, your behavioural pattern. You will never improve your results until you change your entire approach. This book will enable you to smash through all the restrictions that you've placed upon yourself when it comes to the fees that you charge your patients. I guarantee that once you've broken your own barriers down, the methods described in this book will provide you with the confidence necessary to deal with every pricing issue which arises. After all, you are worth it.

Genres: Dentistry

142 pages, Paperback

First published January 10, 2014

Reviews

[Keith]

Ashley Latter seems to be the go to source for learning ethical ways of selling dentistry in the UK. Having not attended his courses I can only comment on the book itself. As an undergraduate I had no insight into the business of dentistry with all our treatment provided for free at that stage. This left me thinking that patients would resent paying for treatment, especially since the majority of the British health service is nationalised.

I felt like the bad guy when patients paid to resolve unforeseen issues that they hadn't known how to prevent or had incurred through no fault of their own. This book (and Ashley's others) have put my concerns in context. It has altered my approach to discussing fees and made me much more comfortable with discussing the elephant in the room; money. It has allowed me to invert the situation and put myself in the patient's position.

It reminds the reader that dentists do put a lot of time into our profession. From the initial training, day to day stress, CPD, lifelong learning, hard work etc and assured me that we shouldn't feel guilty or embarrassed about charging a fair price for what we do and not prejudging patients on what we think they might want/need. It dispels some of the common misconceptions about patients' perceptions of money and reinforced my perspection of the true value of what we do. My main worry was that the book would claim to be ethical but then turn into a sales oriented book that disregards informed/valid consent to maximise profit.

In many ways it enforces informed consent. Patients don't want paternalistic dentistry. They want options, clarity, honesty and price is only a small part of the decision making process.

This review shouldn't come across as a spoiler; there's so much more to it despite its small size. It's well worth picking up a copy and I still find myself coming back to read from time to time.