I once doubled a fee hoping to lose every case that came with it and started winning almost all of them. Here's what that taught me about pricing.

In 1986, more out of desperation than conviction, I took a communication course. Here's what I learned and why I'm running a seminar on 25 July.

A lady told me she'd pay $200 more for a 30-minute crown prep appointment over a 90-minute one. That changed everything I thought I knew about fees.

Discounting can feel sensible. It isn't. Here's what it costs financially, what it signals to patients, and why your best patients deserve better.

Discounting attracts the wrong patients, scares away the right ones, and makes your loyal regulars quietly furious. Four reasons to hold your fees firm.

After 35 years of clinical experience, a front desk team discounted $900 of my work in a single day — down to new grad rates. Here's what that taught me about fees and expertise.

Discounting doesn't just hurt your margins — it sends the wrong message to patients and kills the incentive to work efficiently. Here's why fair fees, charged consistently, is always the better strategy.

If you charge less when a procedure is easy, do you charge more when it's difficult? One question that reframes the discounting habit entirely.

Discounting doesn't just cost you money — it signals desperation, demoralises your staff, and fills your books with bargain hunters. The good patients leave quietly.

Charging purely by time kills the incentive to improve. Charging purely by item ignores the difficult patient at 4pm on a Friday. Here's the hybrid approach that actually makes sense.

Discounting your fees to fill your appointment book is a trap. The most successful practices charge higher than average fees — and never discount. Here's why.