Bogey

Leverage initial price objections to guide clients toward a more favorable agreement for both parties

Introduction

Bogey is a negotiation technique in which one party pretends that a particular issue—often price, feature, or term—is of high importance when it’s actually not. The goal is to use this “bogey” as a bargaining chip, trading it later for concessions that matter more.

In sales, both buyers and sellers encounter this technique regularly. A buyer might claim that budget is tight to secure a discount, while a seller might emphasize a delivery date constraint to protect pricing. For AEs, SDRs, and sales managers, understanding the Bogey technique is critical to recognizing it, neutralizing it, and applying its ethical version strategically.

This article explains the psychology, mechanics, and practical use of the Bogey method—grounded in behavioral evidence and designed for ethical, trust-based selling.

Historical Background

The Bogey technique’s name is derived from aviation and sports, meaning a “false target.” Its precise origin in negotiation literature is unclear, but it appeared in classic bargaining studies and industrial procurement strategies during the 20th century (Shell, 2006).

Initially used in competitive bargaining, the Bogey was considered manipulative. Over time, negotiation experts reframed it as a framing and prioritization strategy—one that can be ethical when used transparently to explore trade-offs rather than deceive.

Psychological Foundations

1.Anchoring Bias – People rely heavily on the first piece of information they hear (Tversky & Kahneman, 1974). The Bogey leverages this by creating a reference point around a false or exaggerated constraint.

2.Framing Effect – How information is presented shapes its perceived value (Kahneman & Tversky, 1981). By framing an issue as critical, a negotiator controls how the counterpart evaluates trade-offs.

3.Reciprocity Norm – Once someone concedes on a “big issue,” they feel justified in asking for something in return (Cialdini, 2007). The Bogey triggers reciprocal concessions.

4.Information Asymmetry – Negotiations often involve unequal knowledge. By introducing a false constraint, one party temporarily gains control of the discussion (Bazerman & Neale, 1992).

These principles explain why the Bogey can be powerful—and why awareness is the first defense.

Core Concept and Mechanism

At its essence, the Bogey is about using a decoy issue to gain leverage. It works because most negotiations involve multiple variables (price, timing, features, terms). When one side signals strong resistance on an issue that’s actually negotiable, they can later “give in” on it to extract genuine concessions elsewhere.

How the Bogey Works Step-by-Step

1.Define priorities – Identify what truly matters (e.g., margin, timeline, contract length).

2.Select a plausible decoy – Choose a secondary issue that seems important but isn’t critical.

3.Frame it strongly – Present it as a key obstacle (“Our budget ceiling is $50K”).

4.Negotiate around it – Let the counterpart focus on solving this “barrier.”

5.Trade it later – When you “concede,” ask for something you value more (“If we can stretch to $55K, can you agree to a 24-month contract?”).

Ethical Influence vs. Manipulation

•Ethical Bogey: Using framing to clarify trade-offs without lying.

•Manipulative Bogey: Deliberately misrepresenting constraints to trick the counterpart.

Ethical Bogeying relies on strategic emphasis, not fabrication. The goal is clarity and prioritization, not deception.

Practical Application: How to Use It

Step-by-Step Playbook

1.Build rapport and trust first – Credibility makes the technique believable and ethical.

2.Diagnose needs and values – Identify which terms are flexible for the buyer.

3.Recognize buying signals – When the buyer starts justifying or problem-solving, you have leverage.

4.Introduce the Bogey strategically – Emphasize a negotiable constraint.

5.Trade value, not truth – When conceding, link your “flexibility” to securing something meaningful.

Phrasing Examples

•“We’re very tight on customization time, but if we keep it standard, I can reduce the cost slightly.”

•“The annual pricing is our challenge point, but I might be able to adjust that if we explore a multi-year plan.”

•“That delivery window is tough, but if we sequence the rollout, it might be doable—would that work if we held the current rate?”

Mini-Script Example

Buyer: Your setup cost seems high.

AE: I understand. That’s actually the area where we’ve got the least flexibility.

Buyer: So the setup fee is fixed?

AE: It’s tight, yes—but if we confirm by Friday, I can revisit it internally. In return, could we align on a two-year term?

Buyer: That’s reasonable. Let’s do that.

Table: Bogey in Action

Situation	Prompt line	Why it works	Risk to watch
Buyer fixates on price	“Budget is our biggest barrier.”	Frames negotiation around price to protect other terms	Dishonesty if budget isn’t real constraint
Seller prioritizing term length	“Timeline’s really tough for us.”	Creates tradeable decoy	Overuse undermines credibility
Post-objection concession	“We can stretch there if scope remains unchanged.”	Reinforces reciprocity	Must deliver what’s promised
Multi-stakeholder deals	“Legal is firm on that clause.”	Adds realism via third-party authority	Don’t invent nonexistent policies

Real-World Examples

B2C Scenario: Car Sales

A buyer tells a salesperson, “My absolute ceiling is $25,000,” even though they can go to $28,000. The dealer negotiates down and finally agrees to $25,200 if the buyer purchases warranty coverage. The buyer concedes—appearing flexible—while securing a package worth $2,800 less. Here, the Bogey worked by anchoring the conversation around an artificial ceiling.

B2B Scenario: SaaS Renewal

A procurement officer says, “Our finance team capped renewals at last year’s spend.” The AE counters, “Understood. If we hold price steady, can we remove the month-to-month flexibility and move to annual billing?” The buyer agrees. Later, finance confirms flexibility existed—but the AE gained a favorable payment structure without breaching trust.

Common Pitfalls and How to Avoid Them

1.Fabricating false constraints → destroys credibility → Frame priorities, don’t invent obstacles.

2.Using too early → erodes trust before rapport → Wait until stakes are clear.

3.Overemphasizing minor issues → confuses buyers → Keep focus on value drivers.

4.Failing to trade value → wastes the tactic → Always link concession to gain.

5.Being caught bluffing → ends negotiation → Stay within plausible truth.

6.Misreading counterpart’s flexibility → backfires → Ask diagnostic questions early.

7.Cultural misapplication → offends indirect communicators → Adapt tone and emphasis by context.

Advanced Variations and Modern Use Cases

Digital and Subscription Sales

In SaaS or subscription models, Bogeying can involve feature emphasis:

•“Advanced analytics usually require enterprise-tier pricing, but if we limit users, we can keep your rate steady.”

This maintains perceived trade-offs without deception.

Consultative and Enterprise Selling

For complex deals, Bogeying helps prioritize variables:

•“Implementation timeline is tough—but if your team commits earlier, I can bring technical onboarding forward.”

Here, the Bogey clarifies resource allocation and mutual priorities.

Cross-Cultural Notes

•In high-context cultures (e.g., Japan, UAE), subtle Bogeys—implied rather than stated—are more effective.

•In low-context cultures (e.g., U.S., Germany), explicit framing and data-driven constraints work best.

Creative Phrasings

•“That’s our sticking point right now—though I’m exploring options.”

•“This element is restrictive, but there might be flexibility if we adjust X.”

•“Our limits there are tight, yet I think there’s a creative workaround.”

Conclusion

The Bogey technique is a test of restraint, ethics, and timing. Used properly, it’s not about deception—it’s about steering focus toward trade-offs that create mutual value.

In modern sales, success depends less on bluffing and more on framing negotiation variables clearly and strategically. The ethical Bogey helps both sides uncover what truly matters.

Actionable takeaway: Use emphasis, not falsehood. Let your Bogey reveal priorities—not conceal them.

Checklist: Do This / Avoid This

•✅ Use Bogey to emphasize trade-offs, not fabricate them

•✅ Keep it consistent with your positioning and data

•✅ Link every concession to a reciprocal gain

•✅ Maintain calm tone and logical reasoning

•✅ Prepare fallback priorities before negotiation

•❌ Don’t lie about constraints or budgets

•❌ Don’t overuse emotional framing

•❌ Don’t reveal your Bogey prematurely

•❌ Don’t mistake empathy for weakness

•❌ Don’t ignore post-deal alignment

FAQ

Q1: When does the Bogey backfire?

When the counterpart verifies your “constraint” and finds it false—it permanently damages credibility.

Q2: Can I use Bogey defensively?

Yes. When buyers use it, probe gently: “If price weren’t the constraint, what else would matter most?”

Q3: Is it ethical in modern sales?

Yes, when used transparently to explore priorities and balance trade-offs—not to mislead.

References

•Cialdini, R. (2007). Influence: The Psychology of Persuasion. Harper Business.**

•Shell, G. R. (2006). Bargaining for Advantage. Penguin.

•Kahneman, D., & Tversky, A. (1981). The Framing of Decisions and the Psychology of Choice. Science.

•Tversky, A., & Kahneman, D. (1974). Judgment under Uncertainty: Heuristics and Biases. Science.

•Bazerman, M., & Neale, M. (1992). Negotiating Rationally. Free Press.