Most guys selling truck accessories and bedliners make the same mistake.
They blurt out their lowest price first and hope the customer says yes.
But what usually happens?
The customer flinches.
Then pauses.
Then says something like:
“Hmmm. That seems a bit high. What’s your best price?”
So now you’re on your heels. Negotiating against yourself. Chopping dollars off your price before they’ve even made a decision.
Sound familiar?
Let me be clear: The problem isn’t your price.
It’s the way you're framing it.
Your Price Isn’t Too High — It’s Too Lonely.
Price is never just a number.
It’s a comparison.
And if you don’t give your customer something to compare it to, guess what they compare it to?
Nothing.
Which makes it feel expensive.
This is where most guys lose the sale — or discount their profits into oblivion.
But there’s a fix. And it’s stupidly simple.
Meet Price Anchoring: Mental Judo for Making Sales
I first came across this idea in Dr. Robert Cialdini’s book, Influence.
He tells the story of a consultant who casually mentions that some consultants charge $75,000 for similar work...
Then reveals his fee is $10,000.
Now instead of sounding expensive, he sounds like a deal.
75K vs 10K = bargain
10K by itself = maybe too much
Same price. Different perception.
That’s the power of anchoring.
The $5,997 Package That Helped Us Sell $2,495 All Day
Back when I ran my own shop, we created a premium package called S.A.B.O.T. (Secured Assets, Bedliner, Organizer, Tonneau)
It included:
- Heavy Duty Bedliner with UV Topcoat
- Power roll-top tonneau
- Lockable cargo drawer system
- Premium tie-down kit
- Installation for everything
Price: $5,997.
Now here’s the thing — we didn’t expect most people to buy SABOT.
We built it to make the $2,495 package look like a no-brainer.
Let’s do the math:
- SABOT profit margin: ~$2,400 (sold one every 6-8 weeks)
- Mid-tier bundle profit: ~$900
- Entry-level single-product sale: ~$250
By leading with the big package, the mid-tier sale looked cheap.
Anchoring added $650+ (900 - 250) in profit per job — without changing the product.
Let that sink in.
You’re Not Bad at Sales.
You’re Just Selling From the Wrong End.
If you’re like most guys, you’re not anchoring anything.
You’re just hoping they say yes to the one number you throw out.
But when you stack your offer next to something bigger — something that frames it —
Your “pricey” bundle suddenly feels like a steal.
P.S. Anchoring works so well you might start selling your premium package by accident.
Just don’t blame me when your team says, “Wait, we sold what?!”
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