<b>New to deals? Start here: anchoring your counter</b>

<b>New to deals? Start here: anchoring your counter</b>

When a brand names a low number first, that number becomes the gravity the whole talk orbits around. Unless you set your own.

<b>What it is</b> — anchoring is naming a number that becomes the reference point for negotiation.

<b>Why it matters</b> — if they say $300 and you only nudge to $350, you're negotiating inside their world. Your counter resets the field.

<b>Simple example</b> — they offer $300. You counter at $650 with reasons (usage rights, exclusivity, your audience). You'll likely meet near $500, not $350.

<b>Your move</b> — never accept the first number. Counter with a confident, justified figure, even if it feels high. The worst they say is "let's find middle."