show you how to double your sales of your most expensive service without actually changing anything about how you sell so rather than having two things that you're selling a cheaper thing in a more expensive thing add a third option that's way more expensive than what your current most expensive thing is called a price anchor people like to compromise for the middle they say hey i'm not going to buy the most expensive thing but i'm not going to buy the cheapest thing so buy the thing in the middle so if you had a membership-based business and you had a hundred dollars a month one hundred and fifty dollars a month and then five hundred dollars a month many people will opt for that hundred and fifty dollars month option whereas if you just had one hundred and one hundred and fifty reaches shows that people will take the hundred dollar option rather than one hundred and fifty dollar