You’re “affordable,” and that scares the shit out of me.

I’m sorry, but that’s my reaction when I see words like “affordable.”

I’m in Bangkok right now, and I’m surrounded by “affordable” dental clinics. I got a crown last month in Miami. It cost about $1,500. I can have the exact same work done here for about one-third of what I paid in Miami.

Would I do that?

Would you?

I’m not sure what I’d decide if the need were to arise, but the “affordable” dental clinic feels risky. Right?

I’m sure these dentists are well trained and experienced. I’m sure they’re passionate about what they do and how they do it. I’d be surprised, given my experiences here, if they didn’t deliver better patient service and care than I got in Miami. But it feels risky to do the dental work here at a reduced price.

If I found myself in the chair at the Thonglor Dental Hospital, I’d be worried.

How Much Does Price Matter?

Price isn’t always the deciding factor in purchasing a service. In fact, price is often way down the list even among those who struggle to pay the bill.

We believe price matters more than it does. We hear people calling our office and asking “How much?” and we assume, incorrectly, that they’re asking about price because it matters to them. It doesn’t.

Lower prices often equal increased risk in the minds of our prospects. Remember that when you describe yourself as “affordable.”