What can a dental practice learn from how luxury retailers price their products? Set a high anchor next to the products you actually want to sell. Coach famously placed $14,000 handbags next to $700 models. Without the $14,000 anchor, the $700 bag feels expensive. With it, the $700 bag feels like a steal. The same psychology applies in case presentation. Place your most comprehensive treatment option first as the anchor. The mid-range option that you most want most patients to pick suddenly feels reasonable rather than expensive. This is not manipulation when the comprehensive option is clinically appropriate. It is recognizing [...]

What can a dental practice learn from how luxury retailers price their products? Set a high anchor next to the products you actually want to sell. Coach famously placed $14,000 handbags next to $700 models. Without the $14,000 anchor, the $700 bag feels expensive. With it, the $700 bag feels like a steal. The same psychology applies in case presentation. Place your most comprehensive treatment option first as the anchor. The mid-range option that you most want most patients to pick suddenly feels reasonable rather than expensive. This is not manipulation when the comprehensive option is clinically appropriate. It is recognizing [...]

What can a dental practice learn from how luxury retailers price their products? Set a high anchor next to the products you actually want to sell. Coach famously placed $14,000 handbags next to $700 models. Without the $14,000 anchor, the $700 bag feels expensive. With it, the $700 bag feels like a steal. The same psychology applies in case presentation. Place your most comprehensive treatment option first as the anchor. The mid-range option that you most want most patients to pick suddenly feels reasonable rather than expensive. This is not manipulation when the comprehensive option is clinically appropriate. It is recognizing [...]