Have you ever wondered if there’s a better way to get your acupuncture patients to take your advice? To come in for more treatments? Not to forget their appointment time?

One of my coworkers shared this fascinating and supremely useful video with me a few weeks ago, called the Six Universal Principles of Persuasion by Steve Martin (not that Steve Martin!) and Dr. Robert Cialdini, author of the book Influence: The Psychology of Persuasion.

If you like psychology, this video is for you. (And even if you don’t, it’s still for you.) It’s all about using sociological and psychological research to help you get people to do what you want them to do. In an ethical way, of course.

Researchers have been studying the “science of persuasion” for over 60 years, and have collected some pretty impressive data. This video condenses some of the most pertinent information and gives fantastic examples.

Why is this important for us? The advice provided can be related directly to many situations in your acupuncture practice.

I’ve summarized the major points and examples below. I’ve also correlated each of the six major factors with ways that you can implement them in your acupuncture practice – at no cost to you.

Without further ado, the Six Universal Principles of Persuasion:

The Six Principles of the Science of Persuasion are:

1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Liking
6. Consensus

1.  Reciprocity

Concept:  People are more likely to give you something extra, if you’ve given them something extra first. In a nutshell, it’s the idea of owing someone a favor.

Example: In a study, waiters who brought their customer a mint with the check received a 3% higher tip than those who didn’t bring a mint. Waiters who brought the customer two mints received a 14% higher tip. Waiters who gave one mint, then turned back and said, “Wait, you guys have been great. Here’s another mint for you,” got a 23% higher tip!

Lesson: Be the first to give something extra, to receive greater dividends in return. Make the gift “personalized and unexpected,” like the extra mint scenario, to receive the greatest return.

How can this be applied to acupuncture? There are many ways you can provide something extra and unexpected for your patients. And there are many ways your patient can repay you: A) they could tip you, B) they could feel more inclined to refer friends and family to you, and/or C) they could feel more inclined to return for extra visits.

What small, thoughtful gift or “extra” would be appropriate to give or do? Some ideas:

• Give patients a copy of a meditation CD that you think they’d enjoy.
• If you see an article that relates to a patient and their interests, save it and give it to them the next time you see them.
• Send out handwritten birthday, holiday, or other special occasion cards. For example, congratulatory cards for a new job, a child’s graduation, or other accomplishments.
• If you have a patient with specific needs (such as the patient who always needs a glass of water), remember to meet that need before they even have to ask.

Basically, any way that you can be thoughtful and show the patient that you’re thinking of them and their interests is a good way to begin the cycle of reciprocity.

2.  Scarcity

Concept: “People want more of those things they can have less of.”

Example: British Airways decided to cut their London to New York red-eye flight in 2003, and sales went through the roof. Nothing about the flight itself had changed; the only change was that it would be much harder to book this flight in the future.

Lesson: Make sure when you’re trying to sell something that you not only discuss the benefits of your product,  but also what the buyer stands to lose if they don’t buy it.

How can this be applied to acupuncture?

If you have a sale or special offer in your office, make sure you set an expiration and stick to it. That way you can frame your special offer with the caveat that if the person doesn’t buy it soon, they will lose out on the offer itself. They will fail to save money down the road.

When scheduling patients, it’s okay to make your schedule sound busier than it really is. Don’t give the patient a lot of choices for the time of their next appointment. If you say, “I’m free all day on Tuesday and Wednesday,” that sends a very different message than, “Well, I can fit you in at 2:00 or 4:00 on Tuesday.” They’ll think you’re busy enough that they won’t be able to get an appointment if they don’t reserve one right now. Remember, people want what they can’t have, or think they will lose if they don’t act now.

3. Authority

Concept: “People follow the lead of credible, knowledgeable experts.”

Example: In a study, physical therapists could convince their patients to complete their exercises more successfully if they hung their diploma in plain view. In another study, real estate agents increased sales by 15% when their receptionists first praised their credentials to the potential customer on the phone. For example, “Selling your house? Peter can help you. He has over 20 years experience in this area.”

Lesson:  “It’s important to signal to others what makes you a credible, knowledgeable authority before you make your influence attempt.” In addition, Cialdini adds that “It doesn’t seem to matter if the person introducing you is not only connected to you, but is also likely to prosper from the introduction themselves.” (i.e., your receptionist.)

How can this be applied to acupuncture? 

Hang your diplomas. All of them! The more the better! I know too many acupuncturists who intend to put their credentials up, but never do. It’s easy! Put them behind your reception desk instead of hidden away in in a single treatment room, so more people see them, more often.

When a potential patient calls, have your receptionist casually include a mention of your experience, credentials or education. For example, “Heather’s been in practice for over ten years. I’m sure she can help you.” Or perhaps, “John has been working with athletes his whole career. Knee pain is his specialty, so you’re in the right place.”

No receptionist? Perhaps your voice mail can say how long you’ve been in business or how long you’ve been licensed in your state.

New to acupuncture and feel like these numbers aren’t in your favor? Have your receptionist or voice mail mention your masters degree, your specializations, recent continuing education or publications, etc. Remember, even if you’ve only been out of school a year, you are an authority on acupuncture. Make sure you get that across somehow.

4.  Consistency

Concept: “People like to act consistently with things they have previously said or done.”

Example: In a study at a physical therapist’s office, missed appointments dropped by 18% when the patient wrote his or her next appointment down on the card, instead of the receptionist doing it for them.

Lesson: Writing something down is a form of commitment that people feel (apparently, 18%) more obligated to fulfill. And, they’re more likely to remember it if they write it.

How can this be applied to acupuncture? 

Well, this one’s a no-brainer, eh? Have the patient write down his or her next appointment, instead of you or the your receptionist writing it.

Use a similar technique with patients who agree to take herbal medicine, do exercises, or any other at-home advice you give. Instead of writing down their instructions for them, have them write it down. If you prefer to give your patients specific, printed instructions, then have them summarize the instructions again on one of your business cards. Tell them it’s to keep in their wallet as a reminder. But in addition to that, it’s important that they had the opportunity to do the writing themselves.

5.  Liking

Concept: “People prefer to say yes to those that they like.” What makes us like others? “We like people who are similar to us, who pay us compliments, and who are willing to work with us toward mutual goals.”

Example: MBA students from two different universities were divided into two groups. One set was told to come to a business agreement as quickly as possible. Time was of the essence. No chitchat. The other group was told to get to know each other before talking business; to identify their similarities. In the group that was told to get right to business, 55% of members were able to come to agreement. In the group that was told to discuss what they had in common, 90% of members were able to come to an agreement.

Lesson: “Look for areas of similarity that you share with others and genuine compliments you can give, before you get down to business.”

How can this be applied to acupuncture: 

This is all about networking and being your nice-person self! Get to know people in the town where you practice. I mean, really get to know them, so that you can identify those similarities and find people you like, who like you too. Those are the people who’ll gravitate towards you and your practice.

Whenever you have to discuss a business deal that is negotiable (the cost of an advertising campaign, asking for a lower rate on your business cards, aiming to renew your rental agreement with more favorable terms), be sure to use this principle. Find what you have in common with the other person and let that be the topic of conversation for a few minutes before talking shop. Compliment them (genuinely; people can see through a false compliment) and create a rapport that will make them more likely to want to negotiate with you.

6.  Consensus:

Concept: “People will look to the actions and behaviors of others to determine their own.”

Example: A study about towel reuse in hotels found the following: If the hotel put a sign in guests’ bathrooms stating that 75% of people reuse their towels, people were 26% more likely to also reuse their towels. But, if they changed the sign to be more specific, so it said, “75% of people who have stayed in this room reused their towels,” then people were 33% more likely to reuse their towels.

Lesson: “Point to what many others are already doing, especially many similar others” in order to encourage people to do something.

How can this be applied to acupuncture: 

Let people know how many patients you have in your call to action on your website. “Join 200 others in banishing pain with acupuncture!” (200 could be the number of recent/active pain patients you have, or it could be the total number of pain patients you’ve ever seen. I’m not picky.) But be sure to update this as the number increases and continues to get more impressive!

You can use this technique to encourage people to do lots of things in your office:

To join the others that are taking herbs, learning meditation, stretching daily, or trying cosmetic acupuncture, for example.

What about it using it to get more people to pay in cash, to schedule in the mornings, or to write a testimonial?

“Four other people have written a testimonial today. Please contribute your acupuncture success story as well!”

Well, there you have it: the Six Universal Principles of Persuasion and how they can improve your acupuncture practice!

The best part about these tips is that they don’t cost anything to implement. They only require a slight change in the way you approach your patients. So you can try them out for free, and see how they make your practice more successful and streamlined!

Want more about the Science of Persuasion? Check out Dr. Cialdini’s book, Influence: The Psychology of Persuasion, or visit his website, http://www.InfluenceatWork.com.

What other ways could the Six Principles of the Science of Persuasion be applied to an acupuncture practice?

Do you use any of these techniques, or similar ones? How have they worked for you? Share with us!