Price objection: anchoring, installments and bundles, no discount

## Price objection: anchoring, installments and bundles, without discount

There is a sentence every retailer hears sooner or later, one that will keep returning across an entire career: "it is too expensive". I heard it for the first time in August 2008, in the first week of our showroom in Goiânia. The client held a R$ 280 ring, turned to me and said exactly those words. I, with no experience, did what almost every beginner does: gave her ten percent off on the spot. She bought. She left happy. And I spent seventeen years reflecting on that sale — because over time I understood that I sold it wrong. Not because of the discount itself. Wrong because **her objection was not about price**, and I did not know how to read it.