“People will judge a deal not by its absolute value, but by what it’s compared against.”
— Daniel Kahneman, Nobel Prize-winning behavioral economist
Anchoring is one of the most underrated — and underused — tools in sales negotiation. If you’ve ever quoted a price and heard the prospect gasp, go silent, or push back with “Can you do better?”, you’ve experienced what not anchoring feels like.
🔍 What is Anchoring?
In negotiation, anchoring is the practice of setting the first number in a pricing discussion.
The number you throw first becomes the psychological reference point for the rest of the conversation.
“He who states the price first often controls the negotiation.”
— Chris Voss, Never Split the Difference
🎯 Why You Should Anchor First (and Early)
- You take control of the price conversation.
- If the buyer anchors low, you’ll waste your energy climbing up.
- You set expectations that frame your value proposition.
- ₹2.5 lakhs sounds expensive unless they’ve first seen a ₹4.5 lakh anchor.
- You demonstrate confidence.
- Hesitating or waiting to bring up price can make you look unsure or defensive.
- You allow value to follow the price.
- When you lead with a bold number, it forces the prospect to ask: “Why?”
- That’s your cue to explain the ROI, not defend the number.
🧠 Real-World Example:
When selling CRM implementation, instead of tiptoeing around price, say:
“Our average implementation fee is ₹2.8–₹3.2 lakhs, depending on integrations and user roles. Let’s talk about what your system looks like today and see where you fall in that range.”
Now the prospect isn’t wondering if it’s expensive — they’re thinking why it costs that much and how it might be worth it.
❌ What Happens When You Don’t Anchor?
- The buyer might throw out a number way below your minimum.
- You start justifying your worth instead of demonstrating it.
- You get reactive. And reactive negotiators don’t win.
“The best negotiators don’t let the price come up last — they position it strategically and early.”
— William Ury, Getting to Yes
✅ Saurabh’s Tip:
“Anchor early. Say the number. And stay silent.
Let the discomfort do the heavy lifting — not the discount.”
Price is emotional. Anchoring makes it logical.
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If you’re tired of losing deals to “You’re too expensive,” it’s time you start speaking first. Not louder — first.
