The Making Of Smile & Co., The Art of the Yes Part 2: Presenting Treatment, the Buying Equation, and the SMILE Framework

Ashley and Collin pick up the communication series with the second half of Ashley’s team presentation. This time it’s about what happens once the patient is in the chair: how to present treatment, what a patient is calculating while you talk, and a five-step framework for case presentation.

What You’ll Hear in This Episode:

The Psychology of Saying Yes
Ashley shares the story behind her mantra that everyone deserves the chance to say yes to the best. Why she believes assuming what a patient can afford is a disservice, and why it so often comes down to our own bias about what “expensive” means.

How to Present Your Options
Ashley walks through how she lays out treatment choices, from doing nothing to the gold standard, and why the order matters.

The Buying Equation
What every patient is quietly calculating while you talk:

Outcome × Certainty − (Price + Risk)

How raising the outcome and the certainty can outweigh the price and the risk.

Selling the Invisible
Why Ashley doesn’t use the word “small” with patients, why she explains the problem before the solution, and how photos, scans, and AI tools help patients see what they can’t feel. Collin and Ashley also talk about the case acceptance numbers they heard at a recent CE course.

Patients Want a Transformation, Not Dentistry
How Ashley opens her new patient exams, the one-to-ten smile question, and why she asks before she lays anyone back.

The SMILE Framework
Ashley’s five steps for case presentation: Set the stage, Make it clear, Illustrate it, Lay out the investment, and Enroll. She also talks about why silence is the hardest and most important part.

Profit and Purpose
Why Ashley doesn’t want this series to feel like it’s only about selling, and how strong communication makes room to be generous with your patients, your team, and your community.

What’s Coming Next
A part three on how the whole team supports the patient conversation. Ashley and Collin also plan to cover objections and the role-playing exercises from the presentation, and to share more of the slides.

Where to Find Ashley
Instagram: @ashleyjovesdds, @smileandcompany, @themaking.of
Facebook Community: The Making Of a Dental Startup

Thank You to Our Partners

• Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.
• Studio 8E8: Dentistry’s story-driven growth agency for startups. s8e8.com/vsl
• Kasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.
• CallSally: AI front office support that answers your practice’s calls, including after hours. start.callsally.ai/tmo

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