When referring to the money, time or effort that a client, customer or patient spends to receive a product, service or benefit, don’t use the words ‘cost’ or ‘price.’ Those words indicate an expense with no return.

Instead, use the word investment.

This means expense with a dollar or value return on the outlay. It reinforces the fact that your clients, customers or patients are receiving something in return for their money, time or effort. They will feel much more comfortable to have given up something that is important to them, as it will be worthwhile.

This is the classic that has helped thousands of people understand the nuts and bolts of basic business. If you haven't heard it, this is one you must get now.
How to turn your business into a Money Making Machine

People perceive that an investment gives back what they spend with interest.

P.S. Another word I hate seeing used is “surgery” as in Dental Surgery. Doesn’t that conjure up negatives of blood and gore with medicos delving deep into your insides? Far better is Dental Clinic, Dental Rooms or even Dental Practice!