Anchor Phase

⁠

Course Module: The Anchor Phase

Objective: This document deconstructs the "Anchor Phase" of a sales call, a critical stage designed to frame your offer, pre-handle objections, and steer the conversation toward a successful close. This is where you transition from discovery to decision.

⁠

1. The Strategic Callback: Setting the Stage

The first contact after the initial discovery call is not about delivering an offer—it's about setting the stage for one. Your primary mission is to re-engage the seller under a specific pretext: you are close to a decision, but require final verification.

The Script: Your Point of Entry

Use this framework for your callback. It is designed to maximize contact rates and establish control.

"Hey, Mr. Seller, this is Richard. I wanted to give you a call back. We're really close to making a decision on the property and whether we can make an offer, but I just needed to verify some information for the decision-makers, and I had a couple of follow-up questions, if that's okay."

Deconstruction of the Script:

"We're really close to making a decision...": This immediately aligns with the seller's expectation. They were told you'd call back with a decision, which dramatically increases the likelihood they'll pick up the phone and engage.

"...verify some information...": This frames you as diligent and detail-oriented. It’s a non-threatening reason for the call.

"...for the decision-makers...": This positions you as the conduit of information, a "glorified information gatherer." It subtly removes you as the direct target of any initial friction or negotiation pressure.

"...a couple of follow-up questions...": This opens the door for the next phase of information gathering.d

Key Principle: The seller is expecting a decision. By confirming you are close to one, you leverage their anticipation to guarantee their attention for the critical anchoring process that follows.

2. Recapitulation & Re-Discovery

Before presenting any numbers, your first action on the call is to review the information gathered during the initial discovery phase.

Your Mission: Walk the seller back through their situation, the property details, and their motivations as you understand them. Confirm every key detail.

The Hidden Benefit: This process often uncovers new information. Sellers may remember details they previously forgot, reveal facts they were hiding, or offer new insights now that they feel closer to a resolution. This is a secondary discovery phase masquerading as simple verification.

3. The Art of the Anchor: How to Frame Your Comps

This is the core of the Anchor Phase. You are about to introduce pricing comparables ("comps"). How you introduce them determines whether you have a conversation or an argument.

3 Rules to Frame Comps

3 Rules to Frame Comps

Rule #1: Systematize Your Logic

Column 2

Rule #2: The Power of Depersonalization

Column 2

Rule #3: Pre-Handle the Objection

Column 2

⁠

4. The Three Methods of Objection Handling

Every objection can be handled in one of three ways. The master closer knows when to use each.

Overcome It Before It Comes Up (The Best Way):

This is the entire principle behind the anchoring strategy. By framing the process correctly, you eliminate the "that's not a valid comp" objection before the seller can even think it.

Agree with It:

Agree with the seller's point, but then circle back. This is a de-escalation tactic.

Ignore It (The Power Move):

Not every statement requires a response. Sometimes, a seller is just venting. Acknowledging and getting into an argument gives their point validity. Ignoring it and moving on can be a powerful way to maintain control of the conversation.

There are no rows in this table

⁠

The Cardinal Sin: Never get into an argument. A mind convinced against its will is of the same opinion still. Even if you win the argument with facts, you have lost the relationship and soured the deal. Your goal is to educate, not to prove the seller wrong.

Final Takeaways: The Laws of Anchoring

Momentum is Built on Details: Every small detail—like saying "the subject property"—stacks up. A perfect process is a series of perfectly executed small steps.

Frame First, Deliver Second: Establish the logic of your process before you present the evidence (the comps).

Educate, Don't Argue: Your job is to guide the seller to a logical conclusion, not to beat them into submission with facts.

Depersonalize Everything: Remove the seller's ego from the equation by keeping the language objective and clinical. The property is a "subject," not a part of their identity.

If you’re looking for novations, Prexium is where you’ll find the right leads to close more deals. Start today 👉

The Cowboy Marketer⁠

⁠

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.