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Quotes & Notes:
- While it didn’t make it an original principle, I honestly feel that if he rewrote the book again, it would be the seventh principle of influence because it is so powerful and it is always present in any situation.
You can change the way anyone experiences something by controlling what they experience first.
- The big overriding lesson I want you to understand, if we want more case acceptance using contrast, we have to take them down the stairs. What takes more energy, walking up the stairs or walking down the stairs?
The second rule, which I like to tell people, is that you have to careful when the price is a big deal for someone, is a concern.
- In contrast, people always compare every number you throw at them with something else.
- We must control what the patient is going to compare our fee or service to. Otherwise, if we leave it in their control, they are going to compare it to something that they know in their home life and you are going to get shut down early.
- By making small little changes like that, and changing what they anchor into first will lead more people to say yes to what you are really asking for today.
Be sure to check out the next episode about reciprocity with Dr. Phelps which will air tomorrow.
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