---
title: "Anchor Upsell"
description: "Make the main offer look like a bargain by showing a much pricier version first."
canonical: https://tomsharman.com/bookshelf/100m-money-models/anchor-upsell/
updated: 2026-11-03
---

# Anchor Upsell

> Make the main offer look like a bargain by showing a much pricier version first.

Alex Hormozi's framework, from $100M Money Models, pp. 76 to 110.

Framework 6 of 17 from [$100M Money Models](https://tomsharman.com/bookshelf/100m-money-models/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Present the anchor.** The really expensive thing, 5 to 10 times the main price.
2. **Get the gasp.** Expect the customer to freak out about the cost.
3. **Come to the rescue.** Ask whether they care about what makes it premium.
4. **Present the main offer.** Keep the same primary features with different secondary ones.
5. **Ask how they want to pay.** Which card do you prefer?

## Where it comes from

From chapter: Section III: Upsell Offers, pp. 76–110

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/anchor-upsell.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/anchor-upsell-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/anchor-upsell.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/anchor-upsell-dark.png