| name | price-anchor |
| description | Use this when price comes up. Set the first number. Hold it. Move in structure, never in discounts. |
Price Anchor
The Big Idea
The first number spoken steers the whole talk.
Cheap prices don't build trust. They ask "what's wrong with it?"
The Moves
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Say your number first. Flat voice.
"$400. Your problem costs more than that every week."
Then stop typing.
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Discounts get earned. Never squeezed.
"At five or more, it drops to $200 each because we batch them."
Now it's a plan they qualify for. Not a win they took from you.
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Every concession has a price.
"I can do that if you confirm today."
Free discounts teach people to squeeze forever.
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Do the math for them.
People don't calculate. They feel.
"Two lost customers a month pays for this in a week."
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Know your floor. Say no warmly below it.
"That number doesn't work for what this takes."
Deals under your floor come back as refunds and bad stories.
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Never say your price is cheap.
In scam-heavy markets, cheap reads as fake.
When It Backfires
- Big number with no proof nearby. Sounds like a dreamer.
Show proof first, then the number.
- Copying a competitor's low price. You lose money AND respect.
- Explaining your costs. Explain their gain instead.
One-Line Memory
Don't defend the number. Defend the story around it.
