{
  "title": "Sales negotiation: should you name your price first?",
  "url": "https://www.shr.swiss/blog/negociation-commerciale-premier-prix-point-ancrage-en",
  "language": "en",
  "datePublished": "2026-03-09",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "The first price proposed can shape a negotiation. Research nevertheless suggests distinguishing the advantage of an anchor from the strength of sales preparation.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Neuchâtel",
    "region": "Neuchâtel",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Amos Tversky and Daniel Kahneman (1974, Science) describe anchoring: a numerical estimate can be influenced by an initial value, even when that value provides little relevant information."
    },
    {
      "heading": "The opening price and the negotiator's attention",
      "point": "Adam D."
    },
    {
      "heading": "The premature conclusion",
      "point": "One might infer a simple instruction: always quote a high price before the customer does."
    },
    {
      "heading": "What the evidence cannot settle",
      "point": "The experiments cited do not reproduce all the constraints of an industrial contract: lengthy qualification processes, dedicated investments and repeated dealings."
    },
    {
      "heading": "A practical check in Neuchâtel",
      "point": "A practical application of the « Vente à forte valeur ajoutée » programme at a Neuchâtel supplier in microtechnology, watchmaking or precision microelectronics could begin with a one-month protocol."
    }
  ],
  "sources": [
    {
      "authors": "Kahneman",
      "year": "1974",
      "source": "Science"
    },
    {
      "authors": "Mussweiler",
      "year": "2001",
      "source": "Journal of Personality and Social Psychology"
    }
  ],
  "wordCount": 402,
  "image": "https://www.shr.swiss/img/blog-editorial-2026-03-09-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/negociation-commerciale-premier-prix-point-ancrage",
    "en": "https://www.shr.swiss/blog/negociation-commerciale-premier-prix-point-ancrage-en",
    "de": "https://www.shr.swiss/blog/negociation-commerciale-premier-prix-point-ancrage-de",
    "it": "https://www.shr.swiss/blog/negociation-commerciale-premier-prix-point-ancrage-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/neuchatel",
    "city": "https://www.shr.swiss/formations-ville/neuchatel",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}