The Moral Obligation to Sell: Transforming Dental Practice Communication

How reframing "sales" as ethical responsibility revolutionizes patient care and authentic dental leadership

In the latest episode of The Authentic Dentist podcast, Shawn Zajas and Dr. Allison House tackle one of dentistry's most uncomfortable topics: sales. Their conversation reveals a profound truth that challenges conventional thinking about healthcare communication and redefines what it means to practice dentistry with authentic leadership and ethical excellence.

Why "Sales" Makes Dental Professionals Cringe

"In dentistry, sales is kind of one of those cringe words," acknowledges Shawn Zajas, reflecting a sentiment shared across the healthcare industry. Dr. Allison House agrees, noting how the fear of being perceived as "just a salesperson" creates internal conflict for practitioners who genuinely want to help their patients.

This aversion to "selling" stems from legitimate concerns about manipulation and patient autonomy. Yet, as the conversation unfolds, both hosts reveal how this mindset actually disserves patients by preventing effective communication about life-changing treatment possibilities.

The Zig Ziglar Principle: A Moral Framework for Healthcare

The episode's central insight comes from legendary sales trainer Zig Ziglar: "If you have something important to sell, then you have a moral obligation to learn how to sell it."

This reframes the entire conversation around dental practice communication. When applied to healthcare, "selling" transforms from a potentially manipulative act into an ethical imperative. As Shawn explains, "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."

Authentic Leadership Through Ethical Communication

Dr. House demonstrates authentic leadership by sharing her own vulnerability around this topic: "I mean, it still feels weird sometimes. I don't like to be manipulative in any way. I want patients to be free to make their own decision."

Her honesty reveals the tension many practitioners face between respecting patient autonomy and fulfilling their professional responsibility to educate about treatment options.

The Preventive Care Paradox

One of the most compelling segments addresses a unique challenge in dental practice: helping patients understand future consequences they cannot yet see or feel.

"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 respond with, "Nothing hurts. Everything's fine. What are you talking about? They're just silver fillings. I've had them forever."

This scenario illustrates why effective communication about preventive care requires more than clinical knowledge—it demands the ability to help patients envision possibilities beyond their current experience.

The Experience Advantage in Patient Communication

Dr. House notes how her 24+ years of practice have strengthened her conviction: "I think as an older dentist, it's easier for me to say that because I know I've witnessed it. Whereas a 25-year-old dentist hadn't really witnessed it. I'd read about it, but I hadn't witnessed it happening."

This highlights how professional growth and authentic leadership develop over time, as practitioners gain the confidence to advocate for what they know patients need.

Beyond Clinical: The Psychology of Confidence and Transformation

The conversation expands beyond preventive care to address cosmetic and elective treatments, revealing deeper insights about human psychology and authentic patient relationships.

"Having confidence is huge for everyone," Dr. House observes. "Being able to smile at your grandkids, being able to ask for a raise, all of those things are central to who you are and what you need in life."

This perspective demonstrates how authentic dental practitioners see beyond teeth to understand the whole person and their quality of life.

The Value Perception Challenge

One of the most fascinating segments explores the psychology of pricing and patient commitment. Dr. House shares a counterintuitive 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 insight reveals how appropriate pricing creates psychological investment that leads to better patient compliance and outcomes—a principle that extends throughout healthcare and professional services.

The Win-Win Philosophy of Sustainable Practice

Both hosts emphasize that effective communication about treatment value must benefit everyone involved. As Dr. House explains, "At the end of the day, it's wonderful if everybody feels good about it."

This aligns with their broader philosophy of sustainable dental practice models that honor both practitioner values and patient needs.

Finding Purpose in Patient Communication

Shawn shares how connecting to transformation potential changes everything about communication: "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.'"

This patient-centered approach transforms reluctant "selling" into purposeful advocacy. Dr. House reinforces this with an example from her son, a math tutor who charges premium rates because he knows "I will change the trajectory of this kid's life."

The Confidence of Conviction

The key to comfortable communication about treatment value lies in genuine conviction about the transformation you're offering. When practitioners truly believe in the life-changing potential of their treatments, discussing value becomes natural rather than forced.

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

Perhaps the most unique insight addresses a challenge specific to healthcare: helping patients recognize possibilities they've never experienced.

Dr. House shares a striking example: "Patients that their teeth don't meet, like they have an anterior open bite, so only a couple teeth in the back meet. And they'll come in and tell me they're allergic to chicken. They're not allergic to chicken, they just can't chew it."

This illustrates how some patients have adapted to limitations for so long that they don't recognize them as problems with solutions. "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."

Overcoming the Self-Interest Paradox

Shawn addresses a common concern about healthcare communication: "How do you separate that there is self-interest in there? Like, how could there not be? I benefit if someone buys my product."

His insight challenges this thinking: "When I'm looking for a coach or a great product, I'm not thinking, 'Yeah, but if I buy this product, the coach benefits.' I just want what they have."

This reframe helps practitioners understand that patients want confidence from their healthcare providers, not apologies for self-interest.

Creating Sustainable Success Through Authentic Communication

The conversation reveals how authentic dental professionals can build sustainable practices by:

• Embracing their expertise with confidence rather than apologizing for knowledge

• Focusing on patient transformation rather than personal benefit

• Setting appropriate fees that create value and commitment

• Communicating possibilities patients might not otherwise recognize

• Maintaining ethical standards while advocating for needed care

Industry Innovation Through Ethical Leadership

This approach to patient communication represents a form of dental industry innovation—moving beyond traditional models that separate clinical care from patient education toward integrated practices that honor both professional expertise and patient autonomy.

As Shawn notes about his own business evolution: "Me not being okay selling something that I didn't care about was a gift because it got me to actually elevate my business model."

The Broader Implications for Healthcare Communication

The principles discussed extend beyond dentistry to all healthcare relationships. The conversation highlights how professionals can maintain ethical standards while effectively communicating treatment value, creating better outcomes for both patients and practitioners.

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

Transforming Your Practice Communication

For dental professionals seeking to align their clinical expertise with their personal values, this conversation offers a pathway to more authentic practice. By reframing "sales" as moral obligation, practitioners can:

1. Communicate with confidence about treatments they believe will benefit patients

2. Set appropriate fees that create value and respect for professional expertise

3. Advocate for preventive care without guilt or hesitation

4. Help patients envision possibilities beyond their current experience

5. Build sustainable practices that serve both professional and patient needs

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

This conversation between Shawn Zajas and Dr. Allison House demonstrates how authentic leadership in dentistry requires the courage to communicate effectively about treatment value—not despite being healthcare providers, but precisely because they are.

Ready to transform your approach to patient communication? Listen to more insights on authentic dental leadership and ethical practice on The Authentic Dentist podcast with Shawn Zajas and Dr. Allison House.

Keywords: authentic dental practice, dental practice leadership, ethical practice, patient communication, dental practice authenticity, professional growth, sustainable success, values alignment, authentic leadership, dental industry innovation