Some things are better left unsaid — especially in the dental chair. In this episode, Dr. Rich runs through 20 real-life phrases actually heard in dental offices (yes, even his), from “Your insurance sucks” to the dreaded “OH SH*T!” You’ll laugh, you’ll cringe, and you’ll probably recognize a few. More importantly, you’ll learn why certain words instantly erode trust and how to replace them with language that reassures, educates, and keeps patients coming back.
Key Takeaways
Ban the “C” Word – Don’t tell patients “we always get cancellations.” It makes it sound okay to cancel.
See New Patients Fast – Aim to book new patients within 48 hours to keep momentum and reduce no-shows.
Avoid Awkward Greetings – If unsure if they’re a current patient, say “Great to see you” and ask when their last visit was.
Don’t Say “You’re Wrong” – Use softer language like, “Here’s what I see today.”
Skip the “It’s Our Policy” Excuse – Give patient-focused reasons, not rigid policy statements.
Lose the Dental Jargon – Explain in plain language they can easily understand.
Don’t Trash Other Dentists – Focus on the present, not what may have gone wrong before.
Never Downplay Cost – Don’t say “it’s not a lot of money.” Instead, explain the value.
Avoid Belittling – Comments like “stop screeching” kill trust instantly.
No “Tough It Out” on Pain – Ensure patients are fully numb and comfortable before treatment.
Handle Staff Departures Gracefully – Use a neutral explanation when a team member leaves.
Don’t Slam Their Insurance – Explain dental insurance as a discount, not a judgment.
Don’t Make Them Wait – Respect time; aim for “We’re ready for you” instead of “Have a seat.”
Don’t Blame Other Patients for Delays – Just apologize and move forward.
Avoid Politics – Talk about personal but non-divisive topics instead.
Don’t Let Insurance Dictate Treatment – Recommend what’s best for the patient, then discuss coverage.
Frame Availability Positively – Say what you can do, not what you can’t.
Stay Patient With Questions – Avoid sounding frustrated; explain clearly in layman’s terms.
Don’t Judge Personal Choices – Clothing, tattoos, or lifestyle aren’t your business unless they affect health.
Never Show Alarm in the Chair – No “oops” or curse words mid-procedure.
Here are some very important and easy ways to help enhance your practice and your life!
1 – Sign up for our e-newsletter. It’s filled with up-to-date practice building tips, event announcements, and more!
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When you sign up for the newsletter, you are automatically enrolled in our drawings for your own personal Dental Practice Fixers coffee mug!!
2 - Download our special free report, "The Dirty Dozen: HOW TO ANSWER THE MOST DIFFICULT QUESTIONS THAT PATIENTS ASK!"
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3 – Schedule time on Dr. Rich’s personal calendar to discuss any practice issues or ways to improve! (This is for practice-owning dentists only!)
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4 – Save money every single month on autopilot by paying a low, flat, monthly fee for credit card processing! Stop wasting money, and lower your overhead with one call!
