Dr. Allison House and Shawn Zajas, discuss the uncomfortable relationship many healthcare providers have with "sales" and why it's actually a moral obligation to effectively communicate treatment options to patients. She explores how dentists must overcome their aversion to being perceived as "salespeople" while recognizing their responsibility to help patients understand possibilities they may not know exist. The conversation delves into pricing psychology, the importance of genuine belief in what you're offering, and how proper value communication leads to better patient outcomes. Dr. House emphasizes that effective "selling" in healthcare isn't about manipulation but about helping patients envision and achieve better health outcomes they might not realize are possible.