In this short talk, the speaker addresses a common sales dilemma—whether to show the most expensive product first or the cheapest. He argues that you should never give a client more than two or three options, because too many choices overwhelm the mind and prevent purchase. By limiting the choice set to a maximum of three, the decision becomes clearer. He then explains the anchoring effect: always present the highest‑priced option first, so that subsequent lower‑priced offers appear as a great deal. He illustrates this with a bridal‑beauty package example, contrasting a $12,000 all‑inclusive service with a $3,200 a‑la‑carte option, showing how the lower price feels “extremely low” when the higher price is introduced first, whereas starting with $3,200 would make the $12,000 package feel expensive. The overall message is to use limited options and price anchoring to shape the client’s perception and increase sales.
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