The best salespeople can use anchoring bias by setting a reference point or anchor for the customer’s decision-making process. The anchor is often an initial price or value presented to the customer, which serves as a starting point for negotiations or comparisons with other options.
For example, a salesperson might present a high-priced product or service as the first option to the customer, which sets a high anchor for their perception of value. Then, when presenting a lower-priced product or service, the salesperson can position it as a more affordable and reasonable option in comparison to the high anchor.
Alternatively, a salesperson might set a low anchor for the customer’s perception of value by presenting a product or service at a lower price point. Then, when presenting a higher-priced option, the salesperson can frame it as a premium or superior option compared to the lower anchor.
The anchoring bias works because people tend to make comparisons based on the first piece of information they receive, and use it as a reference point for future decisions. By setting an anchor, the salesperson is influencing the customer’s perception of value and creating a mental framework that guides their decision-making process.
However, it’s important for salespeople to be transparent and ethical in their use of anchoring bias. They should provide accurate and relevant information about the products or services being compared, and avoid using misleading or irrelevant anchors that could undermine trust and damage the customer’s perception of the salesperson and the company.