The critical skill that creates the exceptionally successful practice is explored.
It is incumbent upon dentists to provide their patients with the highest quality therapies. This often places the dentist in a sales mode. Trying to sell dental treatment is generally unpleasant for all concerned.

However, it is possible to use advanced communications techniques to mold the patient's expectations in a predictable way. This can be achieved without the dentist being perceived as selling anything. When we create the patient who strongly wants optimum treatment, it becomes relatively simple to give them what they want. The skills involved in achieving these outcomes are counter-intuitive and will not be found in any other system.