Case acceptance is a common topic in dental management that is extensively covered in webinars, seminars, and articles. But do we really understand it? Have we taken the necessary steps to succeed in presenting treatment? 

The positive side of case presentation 

Most general dental practices achieve excellent case acceptance for smaller procedures. Patients are typically willing to pay for single-tooth treatments and routine care such as hygiene visits. This is the positive side of case presentation, often reaching acceptance levels of around 90%. While this is encouraging, acceptance rates drop significantly when it comes to more complex cases. 

As a result, many dentists become comfortable maintaining high acceptance levels for smaller procedures and hesitate to go beyond that. As one dentist shared after completing a five-day course on a complex treatment process, “After the first five or six patients rejected the treatment I had learned, I stopped proposing it.” 

Rejection is never enjoyable—but why aren’t more dentists striving for higher production and practice income? The answer often lies in a person’s comfort zone. We all develop routines where we feel safe and in control, which can make us resistant to change. We wear similar clothes, take the same route to work, and even repeat the same vacations. While this is normal, it becomes a barrier when it comes to case presentation. 

In my observation over many years of analyzing data on thousands of practices, approximately 80% of procedures in general practices involve single-tooth treatment. Unfortunately, this is a comfort zone where most general dentists choose to remain. Specialists and orthodontists tend to present larger cases more effectively because those cases make up the majority of their work. 

Case presentation is about sales 

As dentists, we don’t like to think of ourselves as salespeople. We even use different language to avoid the association: “fees” instead of “prices,” “patients” instead of “customers,” and “appointment only” instead of “walk-ins.” However, whether we like it or not, dentistry involves sales. 

The challenge is that many dentists were never trained in sales, never had a mentor to guide them, and primarily present basic procedures that don’t require much persuasion. 

The reality is that dentistry is as much about sales as any other business. The more effective a dentist is at presenting and “selling” treatment, the higher the practice production and income—and often, the earlier that dentist can retire. Others may spend their careers focused on smaller, everyday cases and work much longer as a result. 

Every dentist should strive to master the sales process. This begins by presenting larger, more comprehensive cases. There’s no need to improve at selling what already sells well; the goal is to become better at presenting what currently doesn’t. Once you push through the initialdiscomfort and rejection, case acceptance rates can increase dramatically. 

What does it take to be a good salesperson?

Consider the following sales strategies for improving your approach to case presentation: 

• Bring a positive, enthusiastic attitude to every case presentation. Patients respond well to energy and optimism—it builds trust and shows that you genuinely care. 

• Be friendly. Today’s patients don’t want to be talked down to or overwhelmed with technical jargon. Speak to them as you would a friend. A natural, conversational approach becomes even more important as cases grow in complexity. 

• Use language patients can understand. This goes beyond friendliness. Many dentists rely on terminology that patients don’t fully grasp. Patients may nod along, but if they don’t truly understand the treatment, they are more likely to decline it. Clear communication leads to higher acceptance. 

• Smile. It may sound simple, but it’s powerful. A smile makes you more relatable, likable, and trustworthy—and it helps patients believe in what you’re recommending. 

Don’t forget about patient financing 

One of the most overlooked aspects of case presentation is financial communication. Patient financing has existed for decades, yet many practices fail to use it effectively to improve acceptance rates. 

Typically, the first option presented is paying in full, followed by credit card payment. For multi-appointment cases, patients may pay over time. However, patient financing is often underutilized—even in practices that technically offer it. 

Here’s why: 

Signs alone don’t work. Simply displaying financing options at the front desk doesn’t ensure patients notice or understand them. Financing should be clearly explained in a compelling way. 

Many patients struggle with affordability. Patient financing provides an additional line of credit, separate from their existing cards. With a reasonable credit score, many patients can qualify—making treatment more accessible. 

Practices often struggle to explain financing effectively. This may stem from discomfort discussing money, assumptions about patient understanding, or underestimating how valuable financing is to patients. Explanations must be clear, confident, and positive. For example:
“Mrs. Jones, let me review some excellent financial options that can make your treatment affordable.” This reassures patients that solutions exist. 

Some practices hesitate because financing involves a third-party fee. However, consider this perspective: If your practice operates at a 63% overhead, it earns a 37% profit. If you give up 7% to offer interest-free financing on a segment of your cases, you still retain a 30% profit on those cases. The real question is whether you’d prefer a 30% profit or no profit at all. Focus less on what you’re giving up and more on what you’re gaining—because many patients who need financing couldn’t proceed with treatment otherwise. 

Summary 

Improving case acceptance requires stepping out of your comfort zone and embracing all aspects of case presentation—including the realities of selling, especially for complex treatments. By refining communication, improving confidence, and effectively presenting financial options, you’ll likely be surprised at how many more patients accept comprehensive and elective care. For many practices, this is a powerful path toward increased production and income.

Editor's note: This article appeared in the July/August 2026 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.