This article attempts to explain reasons behind the general public's fear of dentistry by examining the historical perspective and, using case scenarios, demonstrates areas where patients' dental treatment might have been helped by the use of counselling. Distinguishing between the use of counselling skills vis-à-vis professional counselling, the wider issues for the dental profession -education, boundaries and the need for referrals -are explored. It is suggested that if a counsellor were included as part of the dental team, patients and professionals would benefit. The counsellor could act as an advisor and educator for the team in addition to undertaking professional counselling on referral. Patients with anxiety or phobias could be recognised and helped appropriately and occupational stress experienced by practitioners would be reduced.