122 - Deep Dive: Pricing Creativity — with Blair Enns
The Futur with Chris Do
Anchoring Against Guaranteed Value
- To gauge a client's potential maximum budget, use the 'anchoring against guaranteed value' technique.
- Ask a hypothetical question like, 'If I could guarantee a specific outcome (e.g., $2 million in profit), what would you be willing to pay?'
- Frame it as a closed-ended question, suggesting a percentage (e.g., 'Would you pay 50% - $1 million?').
- Clarify that you're not promising a guarantee, it's just a hypothetical to understand their valuation.
- This helps establish a high anchor point for your pricing discussions, working back from this theoretical maximum.
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