If your prospect is truly serious about purchasing your solutions and services then they will tell you. The anchor statement sounds like this:
- Rep: I'm hearing that you're frustrated because your widget factory is under performing and sales are down 20%?
- Buyer: Yes. It is killing us!
- Rep: And is the cause related to A: the sales team doesn't communicate well? Or B: that the system of communication doesn't put rep 1 in the right territory to effectively reach his/her prospects?
- Buyer: Oh, it is B!
- Rep: And you think this pain can be resolved with a new territory monitoring software? And that the pain will be improved by 30%, at least?
- Buyer: Yes. That's what we are looking for. And 30% is our number to hit!
- Rep: Great, then we got something for you...
OK, no sales call probably goes that way, but you can see where the anchor statement is? Or can you? Is it the blue or yellow highlight?
Now that anchor has been established, a sales rep needs to prove that their solutions and services will help solve the issue. If he/she can do this then the anchor statement will carry them through. For example, if the Buyer says, "Oh, we can't afford what you're offering..." The rep can come back to the anchor statement and remind them that their payment will improve the outcome by at least 30%, and, more importantly, that the Buyer made the statement, the rep did not. The point of the anchor statement is to build off of REAL pain. This is when the prospect really breaks down and tells you the problem. It is where true sales winners play! It is trust in its truest form!
The answer: both colors could be anchor statements...