Most SME sales conversations lose money in the first sixty seconds — not because the price is wrong, but because of the order it gets said in. Lead with your price before the customer understands what they're actually buying, and you have just handed them the only number they'll remember, no matter how good the pitch that follows is. This is the price anchor mistake, and it is quietly costing SME owners margin on deals they should be winning at full price.

Behavioural economists have shown for decades that the first number mentioned in a negotiation — the anchor — disproportionately shapes everything that follows, even when both sides know the anchor is somewhat arbitrary. The original research on anchoring and adjustment found people's final judgments stay tethered to whatever number they heard first, even absurdly unrelated ones. In a sales conversation, that means whoever states a number first controls the emotional reference point for the rest of the conversation — and most SME salespeople hand that control to the customer, or burn it too early themselves, by quoting price before value.

The enemy is not your price. It is sequencing: quoting before the customer has built enough perceived value to receive the number without flinching.

This is the three-step order Kevin coaches sales teams to follow, every time, no exceptions.

1. Confirm the cost of the problem first — get the customer to say, in their own words, what the problem is currently costing them in time, money, or missed opportunity. This becomes your real anchor, and it is usually far higher than your price.

2. Present the solution before the number — walk through exactly what they get and why it solves the cost they just named. Price introduced here lands against their own stated cost, not in a vacuum.

3. State the price once, then stop talking — the most common self-inflicted wound in SME sales is filling the silence after the price with a justification or a discount nobody asked for yet.

"Kevin has some amazing ideas around marketing, things we would have never thought of ourselves. He also helped us through the process of getting into supermarkets. He has gone above and beyond what he needed to!"

— Amy Nixon, Icehouse Coaching Programme

Most SME sales training covers the words to say. Very few cover the order to say them in, so salespeople default to whatever order feels least awkward — which is usually price early, to "get it out of the way." That instinct is the exact opposite of what wins the deal at full margin. It takes deliberate practice and, frankly, someone listening to your calls to catch the pattern, because it is nearly invisible to the person doing it.

This is a five-minute fix once someone points it out — and a fix most SME owners never make on their own, because nobody is reviewing their sales calls for sequencing, only for outcome.

If your sales team is quoting price before the customer has said what the problem is costing them, that's the first thing Kevin helps you fix.

...and you become the owner who wins deals at full price because the customer sees the value first.