When referring to the money, time or effort a client, customer or patient spends to receive a product, service or benefit, don’t use the words ‘cost’ or ‘price.’
Those words indicate an expense with no return. Instead, use the word investment. This means expense with a dollar or value return on the outlay. It reinforces the fact that they are receiving something in return for their money, time or effort.
They will feel much more comfortable to have given up something that is important to them, as it will be worthwhile. An investment gives people back what they spend with interest.
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Another word I hate seeing used is when dentists use the word “surgeon” in some way as in calling themselves “dental surgeons” or their rooms a “surgery”.
I don’t know about you but that word always summons up visions of operating theatres, blood, gore and pain, and that just isn’t what modern dentistry is all about!
Perhaps you should have a look at what you call yourself, your business or your premises to make sure you put the best possible spin on what you do.
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