The Authentic Dentist Podcast

The Authentic Dentist podcast bridges the gap between clinical excellence and personal fulfillment in dentistry. If you'd like to be interviewed, email us at shawn@myzana.com.

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ZanaDental

In dentistry and healthcare, the word "sales" often triggers an immediate cringe reaction. Yet, as explored in a thought-provoking conversation between Shawn Zajas and Dr. Allison House on The Authentic Dentist podcast, there's a profound truth healthcare professionals must confront: if you have something important to sell, you have a moral obligation to learn how to sell it.

Beyond the Negative Perception

"In dentistry, sales is kind of one of those cringe words," acknowledges Shawn Zajas, who despite his business background outside of dentistry, admits sharing this aversion. Dr. House agrees, emphasizing the discomfort many practitioners feel when patients might perceive them as "just a salesperson."

This negative perception prevents many dental professionals from embracing what is, in essence, a crucial component of patient care: effectively communicating treatment possibilities and their value.

The Ethical Imperative

The conversation reveals a powerful perspective shift, drawing from Zig Ziglar's wisdom: "If you have something important to sell, then you have a moral obligation to learn how to sell it."

Dr. House articulates this ethical dimension clearly: "We have a moral obligation to explain to patients what the better tomorrow is for them because they have no understanding of what's possible."

This reframing transforms "selling" from a potentially manipulative act into an ethical responsibility. When dental professionals can see beyond the negative connotations of sales, they can embrace their crucial role in helping patients understand treatment possibilities they might not otherwise recognize.

The Preventive Care Challenge

One of the most compelling segments of the discussion addresses the unique challenge dental professionals face with preventive care and early intervention:

"When you have somebody that comes in with a mouthful of silver fillings and fractures and they're 55 years old, you know that they're at the tipping point," Dr. House explains. "You know that in 20 years, if nothing happens, half of those teeth will be gone."

Yet these patients often don't perceive a problem because "nothing hurts." This creates the central tension for authentic dental professionals: how to communicate future outcomes patients can't yet see without appearing manipulative or self-interested.

Authentic Leadership in Treatment Recommendations

The conversation highlights how authentic dental leadership requires balancing several factors:

            
1. Professional expertise - Having the knowledge to predict future outcomes
            
2. Ethical communication - Finding ways to convey this knowledge effectively
            
3. Patient autonomy - Respecting the patient's right to make their own decisions
            
4. Vulnerability in connection - Being willing to advocate for what patients need even when it's uncomfortable

"It is my responsibility to tell them the truth," Dr. House states, noting how her years of experience witnessing the consequences of delayed treatment have strengthened this conviction.

Value Perception and Pricing Psychology

The discussion ventures into the fascinating territory of how pricing influences perceived value and patient behavior. Dr. House shares an intriguing observation about teeth whitening:

"The whitening products don't cost me that much, but I've discovered if I charge a low amount, people are like, 'it doesn't work.' But if it's more, then you feel this commitment. 'I bought this thing, I need to do it.' And all of a sudden, it works better. It's the same product. It's just I charged more."

This counterintuitive principle extends throughout healthcare - appropriate pricing creates psychological commitment that leads to better compliance and ultimately better outcomes.

Finding Purpose in Sales

What transforms reluctant selling into purposeful communication is connecting to the transformation you're offering. As Shawn reflects, "When I start thinking about their struggles and their pain...I want to let them know, 'Hey, there's an answer. I have something that will help you.'"

Dr. House shares how her son, a math tutor who charges premium rates, maintains confidence in his pricing because, as he puts it: "I know that I will change the trajectory of this kid's life. If they are good at math, the world is open to them."

This purpose-driven approach to communicating value creates what both hosts describe as a "win-win" scenario where practitioners, patients, and team members all benefit.

The Hidden Challenge: Patients Who Don't Know What's Possible

Perhaps the most unique insight from the conversation addresses a challenge specific to healthcare: helping patients recognize possibilities beyond their current experience.

"Sometimes the patient doesn't understand because it's the way their life has always been," Dr. House explains, sharing the example of patients with anterior open bite who think they're "allergic to chicken" when in reality, they simply can't chew it properly.

"This has been their life since they were a baby. They don't understand that there's a possibility of something different. And so it's up to me to paint that picture."

This illuminates the deeper purpose behind effective healthcare communication - not just addressing known problems, but revealing possibilities for improved quality of life patients may not even realize exist.

Embracing the Moral Obligation

For dental professionals seeking to align their clinical expertise with their personal values, reframing "sales" as a moral obligation creates a pathway to more authentic practice. This mindset shift allows practitioners to:

            
• Communicate treatment possibilities with confidence and conviction
            
• Advocate for patient needs without awkwardness or hesitation
            
• Set appropriate fees that create value and commitment
            
• Find deeper meaning in the educational component of patient care

As Dr. House concludes, "I think we have a moral obligation to do it. As people that take care of the health of other people."

Moving Forward Authentically

The conversation between Shawn Zajas and Dr. Allison House offers dental professionals a way to reconcile their aversion to "selling" with their commitment to excellent patient care. By embracing communication about treatment as a moral responsibility rather than a necessary evil, practitioners can find greater alignment between their values and their daily patient interactions.

This authentic approach to healthcare communication ultimately serves the highest purpose of dentistry: helping patients achieve optimal health outcomes they might not otherwise have known were possible.

Looking for more insights on building an authentic dental practice? Subscribe to The Authentic Dentist podcast and join Dr. Allison House and Shawn Zajas as they explore the intersection of clinical expertise, authentic leadership, and personal fulfillment in dentistry.  Listen on Spotify, Apple Podcasts, or YouTube Podcasts.