The Anchoring Effect: The Negotiation Psychology Most Reps Miss
There’s a sales negotiation principle that top reps use and it has nothing to do with pressure or manipulation.
It’s psychology. And it’s powerful.
Here’s the move: Start with a higher value than your actual offer. Not because you expect them to say yes to the higher number, but because anchoring high makes the real offer feel like a win.
Why it works: When buyers hear a larger number first, they mentally reset their expectations. So when your “real” offer comes in lower, it feels more reasonable—even generous.
It’s a classic behavioral economics principle called the anchoring effect. And it’s used by expert sellers, pricing strategists, and yes—even your favorite streaming service.
Here’s how to use it precisely:
Set a strategic anchor. Frame the conversation around the highest credible value. For example:
“Some of our enterprise clients invest $25K+ for a fully managed program…” (Then you present your $12K solution.) That contrast shifts perception immediately.
Use it to establish flexibility without sounding cheap. Anchoring lets you say: “Here’s what others pay, but here’s what makes sense for your team.” You’re not discounting, you’re right-sizing.
Don’t anchor if you haven’t built value. This only works if your prospect already believes the solution is worth exploring. If you drop a big number too early, it sounds inflated, not strategic.
Watch your tone. This isn’t about tricking the buyer. It’s about shaping perception with transparency and confidence.
Final word: If you’re only presenting one number, you’re leaving money (and trust) on the table.
Anchoring done right shows confidence, creates contrast, and increases perceived value without pressure.
One move. One shift in framing. One more tool in your precise selling playbook.
What’s your go-to negotiation tactic that’s both ethical and effective? Reply or comment… we want to hear what’s working in the field.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
