In Part 3 of my Living Your Best Life series, I’m breaking down an area that too many orthodontists avoid talking about: sales. Selling isn’t about pressuring patients into treatment. It’s about understanding why they came to you, uncovering what they actually want, and building a process that helps them confidently take the next step.
Most importantly, none of this happens by accident. Your team shouldn’t be practicing their sales skills in front of real patients. You have to train, role-play, evaluate your process, and continuously improve. Master mindset, teamwork, and sales, and you can build a practice that produces more while demanding less from you.
💬Quotes
“People don’t buy on your why. They buy their why.”
— Dr. Glenn Krieger
“You don’t show up on game day and expect to be great. Greatness happens in practice.”
— Dr. Glenn Krieger
🎯 Key Takeaways
- Intro: Part 3 — Sales and making more money (00:36)
- Why the way patients buy has changed (01:28)
- The question every practice needs to answer: “Why should I buy from you?” (01:39)
- Patients buy based on their why — not yours (03:26)
- How to uncover what a patient actually wants (03:51)
- Understanding the orthodontic sales funnel (04:14)
- “Always be closing” — and why sales doesn’t mean forcing patients (05:23)
- AIDA: Attention, Interest, Decision, Action (06:31)
- Why orthodontic case acceptance should be higher (07:14)
- Why case acceptance is ultimately a leadership responsibility (07:31)
- Using proven sales principles and psychology ethically (08:31)
- The five potential breakdowns in your sales funnel (10:09)
- Why every new-patient phone call matters (10:33)
- Practice zone vs. performance zone: Role-play before going live (12:01)
- The trial close every practice should understand (12:35)
- How to identify a patient’s readiness before the consultation (14:20)
- Using a call scorecard to train your team (15:34)
- Why the handoff from the front desk to the TC matters (16:17)
- Why orthodontists should spend less time in the consultation room (17:00)
- What makes an effective closer (19:09)
- Uncover the need before presenting the solution (20:17)
- Master mindset, teamwork, and sales to build your best practice (21:50)
- Put in the work and live your best life (23:26)
🟦 Additional Resources
Take a serious look at your sales funnel. What happens from the moment a prospective patient first contacts your office to the moment they make a treatment decision? Where are people falling out — and has your team actually been trained to improve those moments?
Don’t expect your TC or front desk to figure it out on their own. Train. Role-play. Measure. Improve. Put in the work before your team enters the performance zone.
This wraps up my three-part Living Your Best Life series. We’ve covered mindset, teamwork, and sales — three areas that, when mastered together, can help you create a practice that makes more money with less stress, fewer hours, and a better life outside of orthodontics.
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