Pressure tactic 06 of 12
Price anchoring: how to spot fake "was" prices and real discounts
An inflated first number that makes the real price look like a bargain.
How it sounds
Was $499, now $199.
Normally this package is $3,000. For you, $1,800.
Over $2,000 worth of bonuses included.
What it is
The first price you see sets your sense of value. Anchors are often list prices that nobody actually paid, or bundles that are only valuable on paper.
Why it works: We judge prices against a reference point rather than on their own.
How to spot it
- You can't check the "was" price.
- The discount is unusually large.
- The comparison is to a bundle you would never buy.
Your counter-move
- Check the price history with a price tracker or an archived copy of the page.
- Compare against two other sellers, not against the anchor.
- Ask what you'd pay if the "was" price didn't exist.
Say this
“What have people actually paid for this over the last three months?”
Where you'll see it: Retail sales, Black Friday, car add-ons and online courses.
Think you're facing price anchoring?
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Questions
What is price anchoring?
An inflated first number that makes the real price look like a bargain. The first price you see sets your sense of value. Anchors are often list prices that nobody actually paid, or bundles that are only valuable on paper.
How can I tell if it's price anchoring?
You can't check the "was" price. The discount is unusually large. The comparison is to a bundle you would never buy.
What should I say when someone uses price anchoring?
Try: "What have people actually paid for this over the last three months?" Then: Check the price history with a price tracker or an archived copy of the page. Compare against two other sellers, not against the anchor. Ask what you'd pay if the "was" price didn't exist.
Browse all twelve in the pressure tactics library, read the Black Friday field guide to see them in action, or practise spotting them in Spot the tactic, one made-up message a day.