Anchoring: Controlling the Numeric Frame

THE BRUTAL REALITY: THE FIRST NUMBER IS A GRAVITY WELL

Human brains are lazy. They fixate on the first number mentioned and judge everything else against it.

The Conflict: You're waiting for them to "make an offer."

The Truth: By letting them go first, you've let them set the baseline. If they anchor at $10k and you wanted $100k, the journey to your number is now an uphill battle.

The Fix: Set the anchor high and make it specific.

1. BRACKETING

Don't give a single number. Give a range. "Similar projects usually fall between $80k and $120k." This anchors them to the higher end while making you look reasonable.

2. THE ACKERMAN MODEL

A 4-step psychological trap for price:

1. Set your target.

2. Offer 65% of your target.

3. Calculate calculated increases (85%, 95%).

4. Give a final, non-round number (e.g., $97,453) with a non-monetary concession.

Non-round numbers look like they are based on hard math, making them harder to argue with.

SMART WORDS

COGNITIVE ANCHOR

The "Mental Hook." The first piece of information that dictates the logic of the rest of the talk.

NON-ROUND PRICING

The "Precision Illusion." Numbers like $19,342 look calculated and final, whereas $20,000 looks like a guess.

EXTREME ANCHORING

Starting with a number so high (or low) that it shocks the opponent, shifting their entire range of expectations.

TACTICAL DIRECTIVES

1. The Odd Number: Next time you give a quote, make it end in a specific digit (like 7 or 3).

2. The High Anchor: State a "Market Average" that is 20% higher than your actual price before you show your offer.

3. The Reframe: If they anchor low, immediately pivot to a different metric (like LTV or Time) to break the anchor's power.