Double Strategy Analysis: Price Anchoring and Case Endorsement in Foreign Trade Negotiations

1. Strategy Analysis: How Dual Strategies Break Negotiation Deadlocks

Newcomer: I'm always worried that a high price will scare away customers. What should I do?

Top Salesperson: The key is to understand the underlying logic of price anchoring. According to customer decision - making psychology, the first quoted price often determines the negotiation direction. This is the application of the anchoring effect. For example, in a negotiation with a Turkish customer, we first presented a price that was slightly higher than the market average.

Top Salesperson: "Sir, the average price in the Turkish market for this type of product is around a certain level, but our product has unique features. We are offering it at a price that is a bit higher, but it's well - worth it considering the quality and service."

Customer: "That seems a bit high. Can you lower it?"

Top Salesperson: "Let me explain. The market price is just a reference. Our product has better durability and after - sales support. Look at this competitor's product (showing details), their price is also close to ours, but our quality is superior."

Strategy Formula: Effective Anchoring = Verifiable Data + Scenario Relevance + Visual Reinforcement

Newcomer: How does case endorsement work in building trust?

Top Salesperson: The core value of case endorsement lies in building trust. The formula is: Case Quantity × Match Degree = Customer Decision - making Weight. For instance, a Vietnamese customer was about to ask for a price cut, but when we showed 3 cases of Southeast Asian peers using our product.

Top Salesperson: "Sir, look at these 3 companies in Southeast Asia. They have been using our product for several years and are very satisfied with it. Their business has also grown steadily."

Customer: "Really? Can you tell me more about them?"

Top Salesperson: "Sure. These companies are similar to yours in scale and business model. They faced similar challenges before using our product, and now they have achieved good results."

Customer: "Well, I'll think about it without insisting on a price cut for now."

Strategy Formula: Effective Case Endorsement = High - Quality Cases + High Match Degree + Clear Presentation

2. Top Salesperson Case: Practical Dissection of Dual - Strategy Combination

In the case of a Middle - Eastern customer, the negotiation was a battle against low - price demands.

Top Salesperson: "Sir, I'd like to show you a screenshot of a confidentiality agreement from a Saudi Arabian chain supermarket. They purchased the same product at a price 15% higher than our offer."

Customer: "That's interesting. But I still think your price is a bit high."

Top Salesperson: "Then, let me play a video of their product inspection. You can see our product's high - temperature resistance test. The product's performance is excellent, which justifies the price."

Customer: "Okay, I see. I'll accept your original price and add a 20% trial order."

For a European customer with certification concerns:

Top Salesperson: "Here is the cost - breakdown table from the German TÜV certification test report. The certification cost accounts for 8% of the total cost."

Customer: "But I still want a 10% price cut."

Top Salesperson: "Let me share a warning case. A Dutch listed company had their products returned due to non - compliance with certification. Although we won't disclose the company name, it's a real risk. Instead of a price cut, we can discuss a long - term certification cooperation plan."

Customer: "Alright, let's talk about the long - term certification cooperation plan."

3. Newcomer Practical Operation: 5 - Step Implementation of the Dual - Strategy Toolbox

3.1 Anchoring Strategy 3 - Step Method

1. Step 1: Competitor Research: Use Google Scholar to search for the price ranges of 3 peer companies in the target market.
2. Step 2: Anchor Design: The first quoted price = Industry average price × 1.15+ Differentiated service premium.
3. Step 3: Anchor Reinforcement: Highlight the anchoring data in yellow in the email, such as "The purchase price of the Spanish customer you inquired about last week was a certain amount per piece."

3.2 Case Endorsement 4 Major Scenarios

• Same - Type Customers: Create a "Customer Map" PPT, marking the cooperation years of 3 customers of the same scale in the target country.
• Special Scenarios: Prepare a "Problem - Solving Case Collection", such as "Solutions for Moisture - Proof Packaging for Brazilian Customers in the Rainy Season".
• Authoritative Endorsement: Dynamically update the "Industry Awards & Certification Timeline" with links to the official websites of the issuing institutions.
• Risk Comparison: Design a "Low - Price Trap Comparison Table" to compare the hidden costs of inferior suppliers, such as "Platform fines due to delayed delivery".

4. Pitfall Avoidance Guide: Common Misuses of Strategies by Newcomers

Newcomer: What should I do if I over - distort the anchor?

Top Salesperson: For example, if you fabricate the purchase price of a top Amazon seller in the US and the customer finds out, it will be a big problem. The solution is that the anchoring data must be verifiable. You can attach the customs data query path or the news link from the customer's official website.

Newcomer: What if the case match degree is low?

Top Salesperson: When you show a European brand - maker customization case to an African wholesaler, it may lead to a loss of trust. You should filter cases according to three dimensions: customer type, product model, and purchase volume. For example, build a case library for "South African small - and - medium - sized purchasers + standard models + orders starting from 500 pieces".

Newcomer: What if I use the two strategies separately?

Top Salesperson: If you only present the price anchor without a supporting case, the customer will question "Why is it worth this price?" You should use a bundled speech of "anchoring + endorsement". For example, "Our offer is 10% higher than Turkish peers because XX Group (showing the logo) has chosen our anti - rust treatment solution for 3 consecutive years, which has helped them reduce 22% of after - sales complaints."

Appendix: Reusable Checklists

Dual - Strategy Check List (10 Must - Do Items)

1. Have at least 3 same - type customer cases in reserve.
2. Ensure the anchoring data is verifiable.
3. Conduct competitor research in the target market.
4. Design a reasonable first - quoted price.
5. Reinforce the anchor in communication.
6. Prepare case materials for different scenarios.
7. Update the industry awards and certification timeline regularly.
8. Filter cases according to customer type, product model, and purchase volume.
9. Use bundled "anchoring + endorsement" speech in negotiation.
10. Review and improve the negotiation process based on feedback.

Anchoring Data Self - Check Table

If you want to improve your negotiation skills and achieve better results in international trade, start applying these strategies today!