More wisdom from Seth Godin:
Getting paid what you deserve
You never do.Instead, you get paid what other people think you’re worth. That’s an empathic flip that makes it all make sense.
If you read the post at the link Godin further makes the point that people will pay you based on reputation and their experience. In his words, “what they see, need and believe.”
This is certainly true of dentists. One of the best ways to separate yourself from the other dentists is the use of technology. Who is worth more the dentist who allows you to fill out forms online before your appointment or the dentist who hands you a clip board as you walk in? The dentist who makes a temp and has you come back, or the dentist who delivers a crown in one appointment?