Dental coaching programme
Increasing Case Acceptances: A Dental Case Acceptance Coaching Programme
A patient sits in your surgery, listens carefully and agrees the treatment makes sense. Then the plan goes home, and you never hear back. In our work at DWB, the gap we find is seldom dentistry. It sits in how the whole team communicates value, from the first phone call to the follow-up.
Increasing Case Acceptances is our dental case acceptance coaching programme for practice owners and their teams. It teaches an ethical, structured way to help patients say yes to the care they need. It's delivered by two dentists who have spent more than 30 years in dentistry, presenting treatment and leading their own teams.
>£225 million
additional profit created across DWB client practices
30 years
experience as owners of group practices
200+
dental practices coached worldwide
01 / The programme
What this coaching programme is
At DWB we use the word "sales" in a particular way. We mean a systematic approach that produces consistent case acceptance and doesn't depend on any one person in your team. Once the process lives in the system, your results stop rising and falling with the rota.
The coaching is organised around three connected steps: the Communication Journey, the Patient Journey and Ethical Sales Training. Together they're designed to increase case acceptance and the value of the plans patients accept, which in turn lifts your hourly rate. There's a knock-on benefit too. When your team converts well, the patients your marketing already brings in are more likely to go ahead, so you get more back from that spend.
02 / What it covers
What the programme covers
The three steps follow the patient from first contact to a confident decision.
The Communication Journey
This is where your team learns how trust is built before treatment is ever discussed. We start with the psychology of sales and with listening skills, and we look closely at the mindset of both the team and the dentist. You'll also learn the DWB Inverted Triangle Technique™. Communication Stacking sits alongside it and helps patients take in complex information one layer at a time.
The Patient Journey
Here we look at the moments where a patient meets your practice. That means telephone patient management, new patient consultations, the Treatment Coordinator (TCO) role and the Co-Discovery examination. Treatment planning is approached aesthetically, structurally, biologically and functionally.
Ethical Sales Training
The final step turns trust and good planning into a clear decision. Your team learns to present larger cases calmly and to explain what makes your practice different. Patients should leave having had a WOW Experience they remember. This is also where the DWB 4C Framework™ of Connect, Clarify, Consider and Commit becomes the shared structure for your consultations.
03 / Topics
The main topics and masterclasses
Each topic is taught in a masterclass or workshop, then practised in role play until it feels natural. The topics include:
- Communication skills, with live role play
- The DWB 4C Framework™, your practice USPs and the WOW Experience
- The TCO checklist and the systems that support it
- Case presentation for larger treatment plans
- Telephone handling and new patient consultations
- Co-Discovery examination and treatment planning
To put it into practice, you'll have the DWB 4C Framework™ Workbook and our TCO checklists and scripts. Case presentation workbooks, a tracking dashboard and a sales performance metrics template complete the toolkit.
04 / Outcomes
What you'll take away
We want a team that talks to patients with confidence and consistency, so acceptance no longer depends on who happened to see the patient that day. The progress markers we work towards are:
- The DWB 4C Framework™ in use across your consultations
- A TCO process that is established and followed
- Case presentations that explain value clearly, without pressure or discounting
- Conversion rates tracked month by month, so you can see what's changing
The mindset shift matters just as much. One of our core coaching principles is sales through service. Communication and empathy build trust, and trust is what a patient needs before committing to a large plan.
05 / Who it is for
Who the programme is designed for
Increasing Case Acceptances is for private practice owners and group practices who want more patients to go ahead with recommended treatment. It's likely to suit you if plans are going out but too few are coming back. It also fits practices where acceptance varies between clinicians or where larger cases still rely on you personally.
Patients meet the whole practice, so we coach the whole team. Receptionists, nurses, hygienists, treatment coordinators, managers and dentists all learn the same language, and patients feel that consistency.
It won't suit a practice that wants a script to push treatment. We work on mindset before mechanics, so the programme changes how your team thinks about patient conversations as well as what they say.
06 / Format
Format and duration
The programme combines online learning with live, in-practice training. Your support includes:
- Monthly one-to-one coaching calls
- On-site masterclasses with your team
- Virtual workshops and role play
- 24/7 access to our Private Client Vault of training videos
- WhatsApp support for continuous wins and accountability
- A toolkit of action plans, workbooks, templates, trackers and frameworks
- Signed copies of our books, Lead to Grow and Dental Alchemy, with a welcome gift
- An end-of-programme live meeting
We don't set a single length for every practice. First we get to know your goals and your team and how much implementation support you'll need. Then we agree on the pace and duration with you.
07 / The journey
What you can expect along the way
Training doesn't start on day one. There's an onboarding stage first, where we clarify your vision and diagnose how the practice is really performing. We also bring the team together around shared values, because that groundwork is what gets full team buy-in.
After that, each masterclass is followed by implementation and role play, and we track progress against agreed measures. Expect to practise conversations out loud, and expect it to feel a little uncomfortable at first. In our experience, that discomfort is where confidence starts.
One of our clients moved from dental nursing into a TCO role and progressed from presenting £2,000 treatment plans to helping patients consider £10,000 cases, with a £45,000 case in progress. This is an individual client example, not a guarantee of results.
In another client practice, the owners introduced a TCO and adopted Co-Discovery consultations, bringing patients more actively into decisions about complex treatment plans. The practice reported higher case acceptance, increased revenue and stronger patient retention after implementing the wider changes.
08 / The team
Who delivers it, and the thinking behind it
Dr Rahul Doshi and Dr Bhavna Doshi have spent more than 30 years in dentistry. They've worked as practising dentists and principals of multiple practices, and both have judged the National Private Dentistry Awards. Rahul is a Past President of the British Academy of Cosmetic Dentistry and was Clinical Director of Dentex, now Portman Dentex. Bhavna is the author of Lead to Grow.
We used these methods in our own practices before teaching them to the practices we coach. The programme rests on our six core coaching principles, including structure creates freedom and data-driven decisions. Sales and Case Acceptance is also one of the DWB Seven Fundamentals, so this work connects directly to the leadership and systems support a practice may want next.
09 / Next steps
How to join
There's no fixed intake date. Every place starts with a conversation, and the steps are simple:
01
Book a free call with us
02
We carry out an initial assessment of your practice
03
We design a growth plan around your goals
04
One-to-one coaching and team training begin
05
Ongoing support and accountability keep the changes in place
10 / The next step
Get a bespoke case acceptance plan
If you'd like more of your patients to say yes to the care they need, book a call with us and we'll create a bespoke case acceptance plan for your practice.
Your next chapter
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