Negotiating 101…the “Anchor Statement”…what is it. In context, say you’re trying to Book a bride, portrait etc. and your client really wants to negotiate. Knowing WHAT your anchor statement is, and where you should begin to use it is critical.
So a typical conversation could be something like.
“For $____ you get ____ images, all professionally retouched, an 8×8 leather album, two 8×10’s & four 5×7’s. We feel this an excellent value and our past and present clients have told us the same.”
(Also, no matter if it’s just you, or you’re part of a team, use WE instead of I. It’s much more powerful.)
Your client says that “Well, photog “X” will give us ________________ for $____”
So BUST OUT your anchor statement now.
“We feel this an excellent value and our past and present clients have told us the same.”
Forget the feature (product) in your anchor statement. concentrate on the benefit.
“We feel this an excellent value and our past and present clients have told us the same.”
No matter WHAT they say, use that anchor statement. Don’t deviate no matter what the prospect says. You are reinforcing your value proposition.
