In dental forums, WhatsApp groups, and even conversations at study clubs, I often see one particular question cropping up:
“Where do I get X, Y, or Z most cheaply?
On the surface, this seems like a reasonable question. We’re all running practices with overheads, staff, and financial pressures. But dig deeper, and it reveals something more concerning—a way of thinking that may be quietly sabotaging your success.
Time, Price, Quality: The Unbreakable Triangle
Most dentists are familiar with the time-price-quality triangle. If you reduce the price, something else usually has to give—often time, quality, or both. So when you focus solely on cost, you risk compromising what really matters, quality. Quality of products, quality of services: quality in relationships, which will impact patient care, practice efficiency, and long-term sustainability.
Unfortunately, the profession is starting to gain a reputation—fairly or unfairly—for knowing the price of everything and the value of nothing.
Why This Matters More Than You Think
When we, as a profession, undervalue the products we buy and the services we use, and focus on cost not value, we also find it hard to recognise and communicate the value of what we provide to patients. If we can’t communicate value, we default to price. That’s how the race to the bottom begins—and no one wins a race to the bottom.
Every piece of equipment in your practice, every member of your team, every subscription and compliance investment you make—these are not just costs. They are conduits that allow you to practise dentistry and earn a living. In fact, most of us earn far more than the national average. Yet we sometimes approach decisions with a fear-driven mindset: Will I be ripped off? Can I get this cheaper? rather than focusing on the longer-term outcomes and opportunities.
What You Focus On, You Amplify
It’s not just about handpieces, courses, or contracts. It’s about attention. Many of these ‘where can I get it cheaper?’ questions stem from a lack of time to think. Keyboard warrior replies to ill-formed questions often result in poor-quality advice—and even poorer outcomes.
The real solution?
Slow down.
Put thinking time into your diary. Create space between stimulus and response. That space is where wisdom lives.
When you stop reacting and start reflecting, better questions emerge, better questions unlock better decisions.
Reframing the Questions
Let me offer some examples of how a simple shift in questioning can lead to more supportive, value-based outcomes:
- Instead of: “Where can I get a replacement handpiece more cheaply?”
Try: “Who is the most reliable and trustworthy supplier for long-term equipment support?” - Instead of: “What’s the cheapest and shortest course I can do?”
Try: “Which training will have the most lasting and meaningful impact on how I practise dentistry?” - Instead of: “Which pension plan are other dentists using?”
Try: “Who’s a trusted financial adviser who understands the needs of dentists and will work with me long-term?” - Instead of: “How do I handle this HR issue?”
Try: “Which HR expert has the knowledge, responsiveness, and clarity to guide me through this effectively and legally?
“The bitterness of poor quality remains long after the sweetness of low price is forgotten.””
Benjamin Franklin
Thinking Time Is Money—And It’s Worth Every Penny
To have time to think, you must buy back your time—through pricing, scheduling, systems, and appropriate delegation. You must value your role as a practice leader, not just as a technician. That means investing time in performance, leadership, and strategy—and ensuring you’re remunerated appropriately for it.
Final Thoughts: Wisdom Is a Practice
The practice of dentistry isn’t just about clinical skill. It’s about making thoughtful, values-led decisions every day. So next time you find yourself typing “Where can I get this cheaper?”, pause.
Ask yourself:
Is there a better question I could be asking right now?
Because better questions create better thinking. Better thinking shapes better practices. And better practices serve both patients and practitioners more powerfully and profitably.
Would you like support in creating space for better thinking, leadership, and decision-making in your practice? Email me at jane@iodb.co.uk or book a free discovery call at www.iodb.co.uk.
