Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
You anchor or you're anchored
|
In any negotiation, somebody is anchoring (and at least trying to anchor), whether as a buyer or as a seller. Consciously or unconsciously. Anchoring.- The cognitive bias where you stick to the first piece of information received. Said piece of info will serve as an "anchor" to the next one. Money talking, how you get a "better" or "worse" deal. As a buyer, you're (usually) trying to go on the most economically efficient way. You want to get a better deal and spend the most reasonable to what you can spend. As a seller, you're (usually) trying to capture the most from what your customer can spend. So, when you're selling, you want to anchor high. It makes things easier to understand for your customer, and simpler to make a decision on what's next. Trying to go on adding things on top of it makes your customer perceive that for every extra thing they'd want, the financial pain will increase as they have to pay more. "This is $ 7000. And if you want this other thing, $ 500 more. Oh! And this other thing, $28 more. And this...." Anchoring high, on the other end (pun intended), gives them a better sense of control. "This is $ 36000. All included. Now, if budget is top of mind, you can go for $ 8000." How do you anchor? |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
You can see business as diving. Here are the principles: Have fun. Never hold your breath. Equalize early and often. Always make a safety stop. Never dive alone. Inspect and maintain your equipment. Be buoyant at the surface, neutral underwater. Have fun. They have more to do with business than what you'd see on the surface.
"AI will replace you.Well, I'd love to see AI wrestle into a wetsuit, smash out 3 deep dives, blow a perfect bubble ring at the safety stop & still make it to happy hour." Reel IG: @mantadivegilit Could you have an AI (or a robot) to do all of those things efficiently? (except the HH, maybe?) Sure. Would that be fun for you? Not quite sure. It's the same with your business. AI won't replace you because it won't do what you do for the fun of it. At the end, if you're not having fun, you can...
You're stuck with something in your business. You know it. It takes lots of energy from you and don't really know how to overcome it. Tell me. Whatever it is —pricing, marketing, strategy, branding, segmentation, distribution... business. I'll point you in the right direction this week. All these years working with and advising small businesses on how to grow have come with tons of resources —books, articles, videos, podcasts, tools— that are better when shared. I'll direct you on what you...