How to Close More Prospective Dentists for Your Lab Without Sounding Pushy
Reaching out to new dentists can feel intimidating. Even when a doctor seems interested in your lab, there’s always that lingering question: Will they actually send a case?
Maybe they’re happy with their current lab. Maybe they want to “think about it.” Or maybe they just haven’t had a reason yet to make a switch.
The truth is, winning new dental lab clients isn’t about having the cheapest pricing or the flashiest marketing. It’s about trust, consistency, and how you guide the conversation from first contact to first case.
Here’s how to do that in a way that feels natural, professional, and effective.
Start With the Right Foundation
Do your homework
Before reaching out, understand the type of practice you’re talking to. Are they cosmetic focused? High-volume? Implant heavy? A solo GP or a multi-location group?
Knowing this helps you speak their language and recommend solutions that actually fit how they work. Dentists can tell right away when a lab understands their workflow versus when it’s just pitching.
Set expectations early
Be clear about what you offer, how you work, and what kind of partnership you’re aiming for. If you specialize in certain cases or turnaround times, say it upfront. Clear expectations build trust and prevent frustration later.
Tell relevant stories
Dentists trust other dentists. Sharing short stories about similar practices you work with is one of the easiest ways to build credibility.
For example, you might say:
“We recently helped a practice like yours reduce remakes by improving communication on anterior cases. It made their appointments smoother and saved chair time.”
Short, specific stories help dentists picture working with you.
Focus on outcomes, not just products
Most dentists don’t care about materials or specs unless they solve a problem. What they really want is fewer remakes, better margins, predictable turnaround times, and patients who are happy with their smiles.
Talk about what your lab helps them achieve, not just what you make.
Address concerns head-on
If a dentist hesitates, that’s not a rejection. It’s usually a request for clarity. Ask thoughtful follow-up questions and show that you’re listening.
When they feel heard, they’re much more open to moving forward.
Ask for the Business Without Sounding Pushy
Once the conversation is going well, it’s okay to guide it toward the next step.
Here are some natural, low-pressure ways to do that:
These questions open the door without forcing a commitment.
When It’s Okay to Be More Direct
Sometimes clarity is actually appreciated. If the conversation has gone well, it’s fine to say things like:
Dentists are busy. Clear questions save time and remove guesswork.
The Big Picture
Most dentists don’t switch labs because of a sales pitch. They switch because they feel understood, supported, and confident that their cases will be handled correctly.
Your job isn’t to pressure them. It’s to make the decision feel easy and low-risk.
If you focus on building trust, communicating clearly, and showing how you make their day-to-day work easier, the cases will follow.
