What are the two human decision-making systems and which one does ethical dental selling rely on?
Behavioral scientists describe two systems. The reflexive system is automatic, instinctual, and fast. It produces fight-or-flight responses to perceived threat, evaluates situations on first impressions, and operates below conscious awareness. The reflective system is rational, slower, and capable of overriding the reflexive system with reasoned analysis when it has the information and the calm to do so. Most of human cognition runs on the reflexive system. The reflective system engages when something requires deliberate thought. Ethical dental selling depends on the patient’s reflective system. The doctor wants the patient evaluating the case rationally, weighing tradeoffs, considering options, and committing through deliberate decision-making rather than through emotional reaction. Anything that triggers the reflexive threat response, such as pressure, anything that feels fishy, anything that feels threatening, kicks the patient into reflexive mode and degrades the quality of their decision. Calm, professional, trust-building behavior keeps the reflective system engaged. That is where good decisions happen.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.
