Let’s Talk Numbers: How to Set the Price Anchor Without Killing the Deal

If you’ve ever tiptoed around the money part of a sales call, you’re not alone.

Pricing is where too many good conversations go sideways - either because the rep freezes up, or the prospect hits you with the classic, “That’s more than we were expecting.”

Conversations Made Easy makes this simple:

Don’t wait for the budget conversation - lead it. 

And the tool that makes it work? Price anchoring. 

Let’s unpack what it is, why it matters, and how to use it without killing your deal.

Why Talking About Budget Early Builds Trust

Many reps fear bringing up money too soon because they think it’ll scare off the prospect.

But Chris teaches the opposite: when you name the number first, you control the frame.

“The concept of Setting the Anchor states that the first actual number brought up will likely be within 15 percent of where the final number lands.”

(Conversations Made Easy)

That means if they anchor at $5K, you’re negotiating from $5K.

But if you anchor at $20K - sincerely and with calm confidence - you’re negotiating from your true value.

You’re not being pushy. You’re being real. And real builds trust.

The Wrong Way to Ask About Budget

Let’s start with what not to say:

“What’s your budget?”

Sounds innocent. But here’s why it backfires:

• It puts pressure on the buyer to commit to a number too early

• It signals that you’ll mold your price to whatever they say

• It often leads to made-up numbers that aren’t rooted in reality

Instead, lead with clarity.

The Right Way to Anchor the Budget

Chris offers a better approach:

“Before we get too far down the road here, and we start drawing up ideas that run anywhere from $2K to $5K per day… if we came up with a total budget somewhere under $20K, is that even doable for you guys?”

Let’s break that down:

• You acknowledge that what you offer has a range

• You throw out a real number to see if they flinch

• You open the door for honest feedback - without cornering them

This is what it means to be the adult in the room.

What to Watch For When You Anchor

When you set the anchor, watch their response:

• Do they lean in or freeze up?

• Do they say, “That’s about what I expected”—or go silent?

• Do they shift the conversation or stay engaged?

These cues are gold. They show you what kind of conversation you’re really in:

A serious buyer conversation—or a “just curious” one.

Either way, you win. Because now you know.

If They Push Back on Price

Pushback is normal. But don’t panic. Instead, stay calm and redirect:

“That number’s not locked in—we tailor this. But I wanted to see if we were even in the same universe before diving deeper.”

or

“Let’s say this goes really well. Is there a number that would feel right to you?”

This opens space for real dialogue instead of defensive posturing.

The Bottom Line

When you flinch during the budget conversation, your prospect senses it - and your value drops.

When you lead with calm confidence, they feel safe - and the real conversation begins.

Inside Conversations Made Easy, you’ll learn exactly how to:

• Anchor early without overstepping

• Talk money like it’s just another step—not a landmine

• Keep control of the sales frame without sounding salesy

Enroll now in Conversations Made Easy  and learn how to lead better conversations that convert.

Because confidence isn’t about being slick - it’s about being clear.