I Decide on the Anchor

The prospect considering my services may try to anchor my pricing strategy to the local bargain commercial gym.

“That’s way more than the $10 a month I’d spend if I joined Planet Fitness.” 

That’s a tough hole to climb out of. Why not take control of the narrative and do the anchoring myself? 

“You’ll probably appreciate the fact that our semi-private training delivers all of the individualization of a traditional personal training session at less than half the cost of a one-on-one appointment at the local Equinox.”

 I can sell, or I can be sold. I choose the former.


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