Christian Polk breaks down why anchoring with multiple price tiers backfires. Instead, state one price as an investment, skip payment plans unless asked, and avoid decision fatigue that costs you money upfront.
The cost is going to be $5,000. Stay silent after you drop the price has to be the worst sales advice I have ever heard. Here's how you're going to price drop like a top 1% closer actually would. Step number 1, get permission and price drop. Hey John, are you cool if I run through exactly what the investment is going to look like? Never say cost, never say price, always say investment. So John, we've got 2 different tiers. We have our $20,000 package, which you're not going to need that much support. What I'm thinking for you is going to be our lower tier. The investment for the lower tier is only $5K and we can break that up to about $450-ish a month over the year. Most of our clients are getting that ROI within the first 90 days alone. So the investment is a no-brainer. But you let me know your thoughts. How does that fit for you? Now, the reason you laid out like that, number one, you always have to price anchor with a higher tier package. Now there's two types of buyers. There's pay in full and there's monthly plans. I always pitch both. And then you don't just sit there in silence where all these—
Okay, so overall I get I get what she's doing, but I would say it's not something that's actually going to help you. Number one, when you are getting to the point when you are about to present the price, don't open up the door to so many different options. This just makes it harder for them to say yes, and they'll get distracted by all these things you're putting out in front of them. That's number one. Number two, unless throughout the conversation they pretty much told you they don't have the money, do not start to default to payment plans. The reason being is if you default to payment plans, then people are just going to take you up on the payment plans and you're going to collect less cash upfront. Yes, don't just stay silent and be super autistic about this, but you just want to make it to where you're not doing all this. It's just too much. This is generally speaking how I'm going to drop the price every single time. It's like, okay, so the investment required to go ahead and get you ABC results is going to be price. The next steps would be going ahead and taking care of that and getting you set up with the onboarding so we can get outcome. That's it. Simple, straightforward, to the point. There's no need to do all of that. If they ask about payment plans, you would go into it, but don't default to it. You're just leaving money on the table.
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