What is the law of concessions and how does it affect dental fee presentation?
Robert Cialdini’s law states that people are more likely to accept a request after a larger request is presented first. In dental fee presentation, this means presenting the most comprehensive (and most expensive) treatment option first, then stepping down to less comprehensive options. The patient anchors on the high number and the subsequent options feel reasonable by comparison. Presenting low to high produces the opposite effect: each higher number feels increasingly painful and the patient often picks the cheapest option even when it is wrong for their situation. The order of fee presentation alone shifts the patient’s decision toward better treatment options without changing the underlying clinical recommendations. Ignoring this is leaving conversion rates and patient outcomes on the table.
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