Latest / Sales Leadership with Fexingo: Quota Carriers, Sales Managers, and Revenue Teams
How to Use Anchoring in Sales Negotiations
In episode 99 of Sales Leadership with Fexingo, Lucas and Luna explore the anchoring bias — why the first number in a negotiation sets an invisible boundary. Lucas shares a 2017 study from the Journal of Marketing Research showing that when a car dealer started with a high price, final sale prices averaged 12 percent higher than when the dealer started low. They break down how anchoring works in B2B sales: a SaaS rep who opens with a $200,000 annual contract value (ACV) frames the conversation differently than one who starts at $150,000. Luna pushes back on whether anchoring is manipulative…
The skinny
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