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Ethical selling

Jo Banks looks at how dental practices are missing out on a valuable retention tool by not selling products and services to their patients.

The word ‘selling’ can make some dental professionals feel a little uncomfortable as it’s often perceived as a one-way process, where the seller pesters the buyer with reasons to buy. But selling a service need not be a manipulative process. What you’re really trying to do is help the customer see what you have to offer, and why it meets their needs.

Professional ethics is something that all members of the healthcare profession are well aware of. However, being able to sell services ‘ethically’ is also very important in dental practices. Ethical selling is about offering high quality services, which are right for the patients’ needs, in exchange for money. Conversely, you could say that failing to offer solutions and listening properly to patients’ needs is unethical. 

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