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Ever had a prospect nod politely through your clinical PowerPoint then disappear? You are not alone. Most people walk into a practice already anxious, and a flood of pocket depths, furcations, and occlusal schemes locks them up. Good news: Dr. Michael Sonick has spent forty-plus years turning that freeze into “Yes, let’s do it,” and his method starts with story, not scalers.

Story Beats Science In The First Five Minutes

When Sonick greets a new patient he does not recite his résumé. He tells them how he knocked out his front teeth at eight, struggled for a decade with broken stubs, and later rebuilt his own smile with twenty-three crowns and a full-mouth rehab. The room shifts; patients see a peer who has felt the same embarrassment and pain they feel. By the time he shows a treatment plan they are leaning in, not leaning back.

Turn the Office Into A Spa, Not A Clinic

Walk into Sonick’s Fairfield practice and you smell candles, hear soft music, and spot a “Chief of Hospitality” arranging birthday cupcakes for staff. No forms shoved through a glass slot, no insurance talk at the desk. That five-star vibe fills the appointment book months in advance even with the practice being out-of-network.

Three Choices… the First Is “Do Nothing”

Too many options stall the brain. Sonick hands patients a simple cost-risk-benefit sheet with only two clinical routes plus the permission to decline care. The clarity lets most people decide in seconds. He learned to cap the conversation at three points because anything more breeds confusion.

Lead With Vulnerability To Earn Trust

Sonick calls himself the Wizard of Oz, pulling back the curtain to reveal he is just a person with dental skills. He jokes about doctors getting restaurant tables faster, yet reminds patients that in the operatory he is on their level, not a pedestal. That honesty flips the “fight-or-flight” switch off so learning can begin.

Sell Health, Function, Beauty – Not Procedures

After the connection is made Sonick speaks in outcomes: healthier body, stronger chewing, a smile they want to show their partner. Codes and graft names stay off the table if the patient does not ask. The framing moves dentistry from a commodity to a life upgrade.

Practical Moves You Can Use Tomorrow

  • Open every exam with “I’m glad you’re here. You’re in the right place” to provide instant safety.
  • Share one authentic personal or patient story that mirrors the problem in front of you.
  • Offer no more than two treatment paths plus the freedom to wait.
  • Swap jargon for outcome words: health, comfort, confidence.
  • Assign a team member to small hospitality touches—warm towels, hand-written notes, birthday texts.

Connection beats explanation. Craft a relatable narrative, surround patients with hospitality, narrow their choices, and speak to the results they crave. Do that and you will watch case acceptance rise while referrals flow.

Learn More From Dr. Michael Sonick

Want deeper guidance? Visit michaelsonick.com, pick up his book “Treating People, Not Patients,” and subscribe to his YouTube channel, where he breaks down people-first dentistry in five minutes. Your future self and your patients will thank you.