Étienne Garbugli

Entrepreneur & Author of Lean B2B

Set a base price

By Étienne Garbugli | September 29, 2010 | 0 Comment

Would you expect a car listed at $20,000 to go for $4,000 after negotiation?

Would you expect a $900 TV to go for $25?

Base (or original) prices are there for a reason. They act as anchor points when negotiating a purchase (Dan Ariely). Without them, negotiations would be unpredictable.

Set the price, set the negotiation range. Our brains will always think relative to that reference point. Reasonable people won’t expect a $5,000 discount on a $6,000 purchase.

If your product can be negotiated, predict the range and set your base price accordingly. Salesmen do it to you all the time.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


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