How to Ethically Upsell Patients: Expert Tips for Treatment Coordinators
At a recent Dental Training College webinar with hundreds of Treatment Coordinators tuning in, one question dominated the Q&A:
“How do we ethically upsell?”
It’s a challenge many TCOs face every day. Practice leaders want coordinators to increase uptake of higher-value treatments, but patients must always feel supported, respected, and in control of their choices.
A few participants mentioned orthodontics as a prime example, specifically upselling from metal braces to Invisalign. So, let’s take a closer look at the expert tips our panel shared.
1. Start with Patient Priorities
The foundation of ethical upselling is simple: listen before you recommend. Ask open questions like:
“What matters most to you about treatment cost, comfort, or appearance?”
“How do you feel about the idea of fixed braces compared to removable aligners?”
By uncovering the patient’s priorities, you can position Invisalign in a way that aligns naturally with what they care about.
2. Reframe Cost as Value
One expert explained:
“Patients often say, ‘Metal braces are cheaper, I’ll go with those.’ The ethical response isn’t to push Invisalign, but to highlight the added value it brings.”
For example, Invisalign may cost more, but patients benefit from:
- A virtually invisible solution
- Greater comfort with no wires or brackets
- Removable aligners for meals, cleaning, and special occasions
When patients see Invisalign as more than just ‘straight teeth’ but as a lifestyle-friendly solution, the extra cost feels more justified.
3. Acknowledge Convenience Concerns
Another common objection:
“Braces are easier — once they’re on, they’re on.”
The expert advice? Acknowledge, don’t dismiss.
“Yes, you’re right, braces don’t require the same level of responsibility. But many patients love the flexibility of Invisalign. You can remove them when you eat or brush, which makes day-to-day life easier. We’ll also support you throughout treatment to make sure you stay on track.”
4. Build Confidence in Effectiveness
Some patients doubt whether Invisalign can deliver the same results as fixed braces.
The panel suggested pointing to:
- Millions of successful Invisalign cases worldwide
- Your practice’s own case studies and before/after photos
- The precision of digital planning, which allows patients to preview outcomes
Confidence builds when patients see real-world proof, not just promises.
5. Keep it Patient-Led
The golden thread running through every tip? Empower the patient. Ethical upselling isn’t about pushing treatment. It’s about giving patients clear, honest information, addressing their concerns, and showing them the full range of options so they can make the best choice for themselves.
Final Thought
Ethical upselling isn’t about sales tactics, it’s about education, empathy, and empowerment. By listening carefully, reframing benefits, and addressing concerns with honesty, Treatment Coordinators can confidently guide patients towards Invisalign or other higher-value treatments without ever compromising trust.
👉 Want to master ethical consultation skills?
Our Certificate in Treatment Coordination is packed with proven strategies, patient psychology insights, and communication techniques that will help you increase case acceptance, the right way.