---
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.