Many reps think deals are lost because of price, but buyers evaluate price based on their internal reference point — their anchor. 

In this episode, Brandon breaks down how anchors get set, why feature-based anchors make everything feel expensive, and how to reframe pricing around outcomes, risk, and the cost of staying the same.

You’ll learn how to reset a weak anchor without arguing, what to say when buyers claim it’s too expensive, and how to anchor value before price is ever presented. If pricing conversations keep going sideways, this episode shows the real fix.