How to turn “money pushback” into clarity, confidence, and case acceptance (without sounding salesy)
If you’ve been in dentistry for more than a week, you’ve heard the same phrases on repeat:
- “That’s way too much money.”
- “I can’t afford it.”
- “That’s more than I was expecting.”
- “Can I pay it out?”
- “How much will my insurance cover?”
As practices head into 2026, these moments matter more than ever. Rising costs, tighter schedules, and more informed patients mean financial conversations can no longer be treated as awkward interruptions.
Most practices see these statements as roadblocks. They’re not. They’re signals.
A financial question is often a buying sign—if you know how to respond without sounding defensive or sales-driven.
First, redefine what an “objection” really is
One of the most useful reframes from the webinar came from a quick story about buying a coat.
If someone puts on a coat and hates it, they take it off immediately. No discussion. No questions.
But if they kind of like it, what happens next?
They start asking questions:
“Is it long enough?” “Does this color work?” “Is this the right fit?”
Those questions aren’t resistance. They’re engagement.
Financial questions work the same way. When a patient asks about money, it often means:
“I’m interested… I just need help feeling safe saying yes.”
The big skill: stop lecturing, start volleying
When money comes up, the instinct is to explain.
Dentistry is expensive. Labs cost more. We use the best materials. The doctor is excellent. Insurance is complicated. Overhead is high.
All of that may be true. But when you lecture, you accidentally change the tone from “helpful guide” to “defensive salesperson.”
Instead, use the approach the situation like pickleball, not football.
- Football: you push the ball toward the goal line.
- Pickleball: you volley back and forth until you find the best path forward.
In objection-handling, the volley is made of one thing: questions.
Questions keep the conversation collaborative. They keep you in control. And they help you uncover what the patient actually means.
Objection #1: “That’s way too much money.”
This is usually not a final no. It’s an emotional first reaction.
The response isn’t a defense. It’s a question that helps you diagnose the real issue:
“Let me ask you this—Is it the total amount, or is it fitting into your monthly budget that’s the bigger concern?”
That does two powerful things:
- It keeps the patient talking.
- It turns a vague reaction into a clear problem you can solve.
Then you follow with:
“If we could look at a few options and find something that fits your budget, would that be helpful?”
Notice what’s happening: you’re not “overcoming” the objection—you’re guiding the patient through it.
Objection #2: “I can’t afford it.”
This one sounds straightforward, but it’s often hiding something else.
“I can’t afford it” might mean:
- “I don’t see the value.”
- “I’m overwhelmed.”
- “I don’t trust this yet.”
- “I didn’t plan for this.”
- “I’m embarrassed to talk about money.”
So before you assume, use this simple and effective question:
“Tell me more about that.”
That phrase does what most scripts can’t:
- It lowers defensiveness
- It gives the patient dignity
- It gives you clarity
You may find the patient isn’t saying they’re broke—they’re saying:
“Is it worth it?”
That’s a completely different conversation. And it’s the one you actually need to have.
Objection #3: “That’s more than I was expecting.”
This is not primarily a money issue. It’s a surprise issue.
When surprise shows up, there’s one clear rule:
Emotion first. Logic second.
If you ignore the emotion, it fights for survival. If you acknowledge it, it softens.
Try:
“It sounds like today caught you off guard.”
“Am I right?”
Then:
“Tell me what you expected when you came in.”
Once the emotion has room to breathe, you can return to logic with a better question:
“Based on what you discussed with the doctor, which part are you most concerned about?”
That brings the patient back to their priorities, instead of getting stuck on the price tag.
Objection #4: “Can I pay it out?”
Most dental practices should not act as the bank for major treatment. That’s where structured payment options matter.
Instead of jumping into policy, start with the patient’s intent:
“It sounds like you’d like something that fits comfortably into your monthly budget—am I right?”
Then:
“We have a few financing options available. Could we look at some choices and see what fits best?”
From there, you can ask the question that turns “maybe” into something usable:
“What monthly amount would feel workable for you?”
This is where being prepared matters. If you don’t have clear options available, the conversation dies—and case acceptance suffers.
Objection #5: “How much will my insurance cover?”
This question can derail the whole financial conversation if it becomes a lecture about how insurance works.
Instead, reflect what the patient really wants:
“It sounds like you want to maximize your insurance savings so you can minimize your portion—am I right?”
That keeps the tone positive and patient-centered.
It also positions your team as an advocate, not a gatekeeper.
Small wording note from the webinar that matters: avoid “out of pocket” if you can. It conjures a specific (and unpleasant) mental image. Use softer language like “your portion” or “your part.”
Why this matters for your practice’s financial health
Strong financial conversations do more than help a patient say yes. They determine whether that yes actually supports the business you’re building.
Because case acceptance does not just affect today’s production. It shapes the entire operating rhythm of the practice, including:
- cash flow consistency
- scheduling stability
- hygiene and re-care momentum
- staffing decisions
- long-term profitability and practice value
When financial conversations are clear, aligned, and patient-centered, the downstream systems work better too.
Less confusion.
Less chasing.
Fewer awkward follow-ups.
More patients moving forward with care and more predictability inside the practice.
A simple takeaway for your team
If your team remembers nothing else, remember this:
Money objections are rarely solved by explanations.
They’re solved by better questions.
The goal isn’t to “win” the conversation.
The goal is to help patients feel safe moving forward.
If you want to tighten the business side of these conversations—making sure your collection systems, cash flow, and financial strategy support the growth you’re building—Engage Advisors works with dental practice owners to bring clarity to the numbers and confidence to the plan.
When you’re ready, explore more insights on the Engage Advisors site, or connect with the team to talk through what’s happening in your practice.