Let's talk about the price anchor in the consultation, all right? An anchor, obviously you throw it off and boom, it's going to hold you in a spot. There's the same thing when it comes to what price people have in their brains. They come in, generally speaking, with a price anchor. They've heard about how much it's going to cost, they think it's going to cost really too much, or they're thinking, "If it's anything over this price then there's no way I can do it." That's what I'm talking about when it comes to a price anchor. And in the Arches For Days course, we show you that the right time to talk about the fees is right after you've talked about what's really special about your office.
What I like to do at this particular stage of the consultation to find out what their anchor is, I ask them, "So what kind of fees, what kind of prices are out there you seen, by the way?" Or some variation of that. And, "Oh, well I just know that it's really expensive." "Okay. Have you done any research? Have you seen any specific prices out there?" I ask them two or three times until I can really see where they're at. And sometimes on the second or third time I ask, they'll be like, "Well, I saw that it's $50,000 for a full mouth." Boom, you've got their anchor. I don't know where you're positioned around that number, but regardless of where the anchor is, you have to be able to adapt really quickly. If you're priced less than what their anchor is, fantastic. If you're priced more than what their anchor is, fantastic, but at least you know where they're at mentally.
So if you are priced less, you essentially can now say, "Okay, gotcha. Yeah. Where'd you see that at?" "Yeah. Well, I saw it over such a place." "Okay, yeah." "So what we do here, we do all of this stuff," duh, duh, duh, duh, duh, duh, duh, "but we're less than that 50,000." Now if they say, "Oh yeah, I saw it's like 15,000," then you can ask some more clarifying questions. "Okay. Did you know that was a snap in, was it fixed?" something like that. "Do they do this? Do they do that?" So you can kind of start throwing dirt on it as far as the anchor that they have. And then you can remind them of your unique value proposition and everything that you offer as an office and say, "And really, it's only $5,000 more at X amount." Does that make sense? So getting that anchor is really, really important because you have to break it down and then build back up where your fees actually are. But does that make sense?
The other thing that's really important in this particular instance, if you feel like they really don't have any clue of what the fees actually are, I always anchor them on ClearChoice's fees. Generally speaking, ClearChoice is more expensive than 99.9% of you, and that plays into your advantage. So if they don't know where it's at, then after you get done explaining your unique value proposition, building the value up, and you know that they don't really have a price anchor, you say, "Well, have you heard about ClearChoice? They're the ones who run all the commercials about the teeth-in-a-day stuff. They're always on TV. You can't get anything there for less than 55,000 for a full mouth." "What?"
So if they aren't blown away at the fee, they're blown away at ClearChoice's fees. Make sense? It's got to make you happy, right? So then you can say, "But here's the thing is Clear Choice doesn't do," duh, duh, duh, duh, which you just listed in your unique value proposition and everything you include, "We're even X amount of dollars less than them at," boom, and then you give them your fee. If they're still blown away, maybe that's your full, fixed double arch fee, maybe you come down to the snap in. And by the time you get to the snap in, they're not blown away anymore. They're actually relieved that it's more affordable well to them and you are in their corner because they heard that really high number. That's where you set their anchor.
I hope this makes sense. Setting anchors is fantastic to do in these dental implant consultations. I have more about this in the Arches For Days course. So go in there, figure out more about the anchors, the objections, and looping, and go out and close more deals.