Anchoring: The First Number Always Wins

The first number mentioned in a sales conversation sets the tone. That’s the anchoring effect—and it’s one of the most reliable forces in pricing psychology.

If you say £50,000 first, that’s the anchor. Everything else gets judged in relation to it. If the buyer says £20,000 first, now you’re playing defense.

This is why strong pricing strategy includes anchoring. Offer a premium option first, then show the standard. The premium anchors high, making the standard feel like a deal.

Anchoring isn’t about tricking anyone. It’s about framing value. A solid anchor communicates confidence, market position, and expectation.

Just be sure your anchor is credible. If it’s outlandish, it backfires. But if it’s grounded and explained, it elevates everything else.

You can also anchor with time, scope, or outcomes—not just price. “We helped a client reduce churn by 40% in six months.” That anchors the results.

Control the anchor, and you influence how everything else is perceived.