Matthew Gillogly explains how price signals quality to customers. An $80,000 car feels more valuable than a $20,000 one, even if specs are similar. Behavioral science shows higher prices can boost perceived quality and conversion rates.
What you charge tells your prospect everything that they need to know about the quality of your services. Now, think about this: if you're buying a car, what's the difference between an $80,000 car and a $20,000 car? Well, some of you might say, "Well, it depends." Well, but the reality is, is that our brain believes that the $80,000 car is going to be more reliable. It's going to be better quality. It's going to last longer. All of those things. So, what you charge if you think well my patients, I have to charge lower amounts. My patients aren't gonna pay for anything. Actually, the fact that what our studies show and what the behavioral science studies show, and there's over, there's thousands of these studies and we'll break those down for you in another webinar. And also what we see anecdotally in our clinics is the more you charge, the more likely people are to convert.
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