Some things are better left unsaid — especially in the dental chair. In this episode, Dr. Rich runs through 20 real-life phrases actually heard in dental offices (yes, even his), from “Your insurance sucks” to the dreaded “OH SH*T!” You’ll laugh, you’ll cringe, and you’ll probably recognize a few. More importantly, you’ll learn why certain words instantly erode trust and how to replace them with language that reassures, educates, and keeps patients coming back.

Ban the “C” Word – Don’t tell patients “we always get cancellations.” It makes it sound okay to cancel.

See New Patients Fast – Aim to book new patients within 48 hours to keep momentum and reduce no-shows.

Avoid Awkward Greetings – If unsure if they’re a current patient, say “Great to see you” and ask when their last visit was.

Don’t Say “You’re Wrong” – Use softer language like, “Here’s what I see today.”

Skip the “It’s Our Policy” Excuse – Give patient-focused reasons, not rigid policy statements.

Lose the Dental Jargon – Explain in plain language they can easily understand.

Don’t Trash Other Dentists – Focus on the present, not what may have gone wrong before.

Never Downplay Cost – Don’t say “it’s not a lot of money.” Instead, explain the value.

Avoid Belittling – Comments like “stop screeching” kill trust instantly.

No “Tough It Out” on Pain – Ensure patients are fully numb and comfortable before treatment.

Handle Staff Departures Gracefully – Use a neutral explanation when a team member leaves.

Don’t Slam Their Insurance – Explain dental insurance as a discount, not a judgment.

Don’t Make Them Wait – Respect time; aim for “We’re ready for you” instead of “Have a seat.”

Don’t Blame Other Patients for Delays – Just apologize and move forward.

Avoid Politics – Talk about personal but non-divisive topics instead.

Don’t Let Insurance Dictate Treatment – Recommend what’s best for the patient, then discuss coverage.

Frame Availability Positively – Say what you can do, not what you can’t.

Stay Patient With Questions – Avoid sounding frustrated; explain clearly in layman’s terms.

Don’t Judge Personal Choices – Clothing, tattoos, or lifestyle aren’t your business unless they affect health.

Never Show Alarm in the Chair – No “oops” or curse words mid-procedure.

1 – Sign up for our e-newsletter. It’s filled with up-to-date practice building tips, event announcements, and more! madow.com/newsletter

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2 – Download our special free report,  “The Dirty Dozen:  HOW TO ANSWER THE MOST DIFFICULT QUESTIONS THAT PATIENTS ASK!” madow.com/ask

3 – Schedule time on Dr. Rich’s personal calendar to discuss any practice issues or ways to improve! (This is for practice-owning dentists only!)   madow.com/calendar

4 – Save money every single month on autopilot by paying a low, flat, monthly fee for credit card processing! Stop wasting money, and lower your overhead with one call!   madow.com/save

5 – Get the absolute most for your dental scrap with Southern Dental Refining. Deal directly with the owner, cut out middlemen and salespeople, and get some real mailbox money!    madow.com/gold

6 –Boost your practice with SimplyClear aligners from OrthoBrain. Skip the middlemen and work directly with US-based orthodontists for top-notch care. Make your patients smile and watch your practice thrive!  madow.com/ortho 

7 – Attract the perfect new patients with Simple Impact Media’s expert SEO, tailored just for your dental practice. Skip the generic and get a free consultation and audit with founder Evan Lazarus. Elevate your online presence and watch your ideal patients come in!  madow.com/simpleimpactmedia

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