How do you use framing and anchoring to influence your prospects' perception of value?

1 What is framing and why does it matter?

Framing is the way you communicate the benefits and features of your car to your prospects. Framing can affect how your prospects perceive the value of your car, compare it to other options, and justify their purchase decision. For example, you can frame your car as a safe, reliable, and comfortable family vehicle, or as a sporty, powerful, and fun-to-drive performance machine. Depending on your prospects' needs and desires, one frame may appeal more than the other and influence their willingness to buy.

3 What is anchoring and why does it matter?

Anchoring is the tendency of people to rely on the first piece of information they receive when making a judgment or decision. Anchoring can affect how your prospects evaluate your offer, negotiate the price, and perceive the value of your car. For example, if you start with a high price, your prospects may anchor on that number and adjust their expectations and offers accordingly. If you start with a low price, your prospects may anchor on that number and perceive your car as less valuable or desirable.

4 How to use anchoring effectively?

To use anchoring effectively, you need to establish a high and credible anchor that reflects the value of your car and your market position. You need to justify your anchor with relevant facts and benefits, and show your prospects how they can save money, time, or hassle by choosing your car. You also need to avoid anchoring yourself to a low or unrealistic number, and be flexible and creative in finding ways to add value to your offer. For example, instead of lowering your price, you can offer a free service package, an extended warranty, or a trade-in bonus.

5 How to combine framing and anchoring for maximum impact?

Framing and anchoring are most effective when used together to create a unified and persuasive value proposition for your prospects. To combine these techniques, first identify your prospects' needs, wants, and motivations, and customize your car accordingly. Research your competitors and the market, and anchor your price accordingly. When presenting the offer, demonstrate confidence and enthusiasm, and anchor your prospects on the value and benefits of your car. Show empathy and provide evidence when handling objections or questions, and reframe and re-anchor your prospects on the positive aspects of your car. Finally, ask for the sale and close the deal, reinforcing the value and satisfaction of your car.

6 How to practice framing and anchoring skills?

Framing and anchoring are skills that can be improved with practice and feedback. To hone these skills, you can review your sales scripts and materials to identify the frames and anchors you use or can use. Additionally, role-playing different scenarios with colleagues or mentors can help test your frames and anchors. Furthermore, recording and analyzing sales conversations and interactions can help evaluate your frames and anchors. Finally, seeking feedback from managers or coaches can provide insights on successes and failures. Overall, framing and anchoring are powerful psychological tools that can help influence prospects' perception of value when selling cars, thus creating more value for them and closing more deals.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?