Option Order Matters – Avoiding Sticker Shock

• Anchor Principle: we have a natural tendency that the first time we hear a number, it sticks in our brain like an anchor. Anything above that sounds expensive and anything below that sounds cheap  
• Contrast Principle: we are always thinking of options in relation to the first one that is anchored in their brain  
• Always give the most aggressive option first because that is the anchor that they will contrast everything to  
• Make sure that clients know what they are giving up if they are choosing the more conservative approach 

Discussion:

Can you think of an example of the Anchor Principle from your own life?

Do we use the Contrast Principle effectively in our practice? Why or why not?