Using Anchoring to Influence Perceived Value

Anchoring is the art of setting a reference point that shapes all future judgments.

Start high. When a buyer hears a premium price first, every option after feels more affordable—even if it’s still expensive.

Use this in your proposals. Present your most comprehensive offer up front. Follow it with more modest options, and they’ll seem like a deal by contrast.

Anchoring doesn’t just influence price—it shapes perception of value. When positioned correctly, it elevates the appeal of your core offer and increases conversion.

Lead with the anchor, and watch buyer perception shift in your favour.