The idea that “selling” orthodontic treatment is some sort of trick of influence is incredibly misguided. The reality is that you can only sell what is true.
If you can’t deliver on your promises, people will know. If what you are offering your patients isn’t “true” for them, they will seek treatment with someone who better understands their needs. End of story.
Treatment goals are treatment goals, and as healthcare providers providing the highest level of care should not be a question, but the idea that your proposed “solution” is the best or only way to address your patient’s needs is merely your opinion. The patient may not find that to be true. The concerns, emotions, and beliefs that patients hold when they come to your practice and develop during treatment are real to them, and they should not be dismissed by an overly paternalistic, “Daddy knows best” approach to treatment.
Being a good “salesperson” is about delivering true patient-centered care and learning to listen so you can design a treatment approach and experience that is an optimal fit for the individual.