In health and business, lessons can be drawn from everyday experiences. A story about a simple lightbulb change in the house can illuminate (pun intended) the critical elements of human behavior and decision-making in both sales and retention.
The truth is, people make decisions when the “pain” of inaction outweighs their resistance to change. For example, in my house, changing a lightbulb wasn’t a priority until my wife emphatically made it clear that the stakes were high. Similarly, in sales, customers or patients often won’t act unless their current discomfort or unmet needs are brought to the forefront.
This leads us to one of the most underutilized concepts in sales: anchoring.
What Is Anchoring in Sales?
Anchoring is a psychological principle where a reference point is set before a decision is made. This reference point significantly influences the decision. For example, if you’re selling fertilizer for peach trees, starting the conversation with, “It takes two years for a peach tree to bear fruit” sets the stage. Once the two-year timeframe is established, asking how long they’d like to continue receiving fertilizer naturally leads to a two-year commitment—or close to it.
Compare this to starting the conversation with, “How long do you think you’ll need fertilizer?” Most people would default to a shorter commitment, like a few months. The anchor—two years—frames the decision in a way that aligns with the outcome you know they need for success.
Why Anchoring Matters in Healthcare and Chiropractic Care
Anchoring is particularly important in healthcare, where uncertainty often reigns. Consider chiropractic care. Many practitioners hesitate to recommend long-term care plans because healing timelines vary based on lifestyle, injury severity, and individual differences. However, when no anchor is provided, patients default to shorter care plans or sporadic visits.
The challenge isn’t unique to chiropractic; it exists in every industry where success requires a longer-term commitment. Anchoring helps shift the conversation from “How long do you think you need care?” to “Based on what we know about healing, this is the timeframe we recommend.”
Avoiding the “Scare vs. Care” Misstep
It’s important to distinguish anchoring from fear-based tactics. Anchoring is not about scaring patients into care; it’s about setting realistic expectations based on evidence and experience. For instance, explaining that a peach tree takes two years to bear fruit isn’t fear—it’s fact. Similarly, in healthcare, emphasizing that healing takes time is simply educating the patient.
The key is to use anchoring as a tool to guide informed decisions, not to pressure or scare people.
Certainty: The Foundation of Successful Anchoring
The effectiveness of anchoring relies heavily on the practitioner’s certainty. Certainty stems from a deep conviction in the value of what you’re offering. In chiropractic care, certainty often comes from witnessing life-changing transformations firsthand or through relentless pursuit of knowledge and mastery.
Certainty is contagious. When patients or clients sense your confidence, they’re more likely to trust your recommendations. But here’s the catch: certainty isn’t innate—it’s developed. It comes from studying, observing, and continuously improving.
For leaders managing teams, fostering certainty among associates requires creating an environment of ongoing learning. Whether it’s diving into the science, philosophy, or technique of your craft, the goal is to build a team that is confident in the value they provide.
Training: The Anchor for Your Team
Anchoring also applies to internal training. The more you anchor your team to high standards, the better they’ll perform. Training should be relentless, repetitive, and rooted in accountability.
- Role-playing and scripting: Help your team practice scenarios to refine their approach.
- Feedback loops: Analyze interactions, even successful ones, to identify areas for improvement.
- Consistent exposure: Ensure your team is regularly exposed to research, techniques, and philosophies that strengthen their confidence.
Think of training like coaching a sports team. Even after a win, professional teams analyze their performance and train for the next game. Why should your business be any different?
The Patient Journey: Setting Expectations and Building Trust
The analogy of the peach tree aligns closely with patient care. Just as a peach tree won’t produce fruit overnight, most health improvements take time. By anchoring expectations early, you help patients understand the importance of consistency and commitment.
When setting care plans, try framing the conversation with an anchor:
- “Research shows that consistent care over X months yields the best results.”
- “From my experience, most patients see significant improvement in about Y weeks.”
Anchors provide patients with clarity, making them more likely to follow through with care plans.
The Big Takeaway: Anchoring Drives Retention and Results
Retention is the lifeblood of any business, especially in healthcare. But improving it requires intentionality. Anchoring helps set the right expectations, while certainty and training ensure your team is equipped to deliver value.
So, let’s leave with a few questions to reflect on:
- Are you anchoring your patients to realistic timelines and outcomes?
- Is your team certain in the value of the care they provide?
- How often are you training and analyzing interactions to improve performance?
Remember, anchoring is just one tool in the broader strategy of building trust and delivering exceptional care. When used effectively, it can transform your practice, your team, and most importantly, the lives of the patients you serve.
Watch the Full Youtube Video BELOW:
Keep moving forward, one step at a time.
Love and light,
Ry
