The consultation room is where patients make their biggest decision—whether to commit to treatment or walk away. Many orthodontists think the key to closing a case is explaining everything in detail, showing off before-and-after images, and highlighting all the high-tech features of their office. But here’s the reality: talking too much can kill the deal.
Over the years, I’ve refined my consultation process, and I’ve learned that less is more. A consultation should feel natural, not like a sales pitch. Patients don’t need a lecture on orthodontics; they need to feel heard, understood, and comfortable with their decision. The goal is to build trust, establish connection, and help them see the value of treatment in a way that makes sense to them.
Why Speaking Too Much Kills the Deal
One of the biggest mistakes orthodontists make in consultations is talking too much. I get it—there’s a natural tendency to want to explain every detail, from how teeth move to why certain treatments work better than others. But the truth is, over-explaining overwhelms patients.
Here’s why:
Patients don't want a lecture. Most people don't care about the technical details of their treatment plan. They just want to know how long it will take, how much it will cost, and whether it will be worth it.
Too much information creates doubt. When you overload patients with complex explanations, they start second-guessing their decision, wondering if they need to "think about it" or "shop around."
Talking too much makes it about you, not them. Consultations should focus on the patient's concerns, goals, and lifestyle—not on how much you know.
The Treatment Coordinator Should Do Most of the Talking
A well-trained treatment coordinator (TC) is the most valuable asset in your consultation process. Your TC should lead 80% of the conversation, while the doctor’s role is to come in as the expert, reinforce the recommendation, and close the deal.
The best treatment coordinators know that consultations aren’t about selling orthodontics—they’re about selling confidence, trust, and relationships. They should be experts at reading body language, asking the right questions, and creating an emotional connection with the patient and their family.
A good formula for a winning consultation:
Greet the patient warmly and find a personal connection. (More on this next.)
Ask open-ended questions about their concerns and goals.
Keep the explanation of treatment simple and easy to understand.
Focus on benefits, not features. Instead of saying, “We use state-of-the-art digital scanners,” say, “Our technology helps us make treatment faster and more comfortable for you.”
Make financing easy. Patients don’t care how you move teeth; they care about affordability and convenience.