---

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

1. Say your number first. Flat voice. "$400. Your problem costs more than that every week." Then stop typing.

2. 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.

3. Every concession has a price. "I can do that if you confirm today." Free discounts teach people to squeeze forever.

4. Do the math for them. People don't calculate. They feel. "Two lost customers a month pays for this in a week."

5. 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.

6. 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.