The moment people fear.
WHAT MAKES IT DIFFICULT
The seller's own discomfort, more than the buyer's reaction.
WHAT TO DO BEFORE PRESENTING PRICE
Establish the value.
WHY
Price without context is only a number.
WHAT ESTABLISHING VALUE MEANS
Having them articulate what the problem costs them.
WHAT TO SAY WHEN PRESENTING
The price, plainly, then stop.
WHY STOP
Filling the silence with justification signals doubt.
WHAT NOT TO DO
Apologise for the price Discount before being asked Present several options hoping one lands
WHAT PRESENTING OPTIONS PROPERLY LOOKS LIKE
Two or three, differing meaningfully, with a recommendation.
WHY A RECOMMENDATION
Choice without guidance produces delay.
WHAT TO ANCHOR WITH
The cost of the problem, established earlier.
WHAT TO AVOID
Comparing yourself to cheaper alternatives Explaining your costs
WHY YOUR COSTS ARE IRRELEVANT
Buyers pay for value, not for your expenses.
WHAT TO DO IF THEY REACT BADLY
Ask what they expected, and why.
WHY
It reveals whether it is a budget issue or a value issue.
WHAT THE DIFFERENCE MEANS
A budget issue may be solved by scope; a value issue means you have not established it.
WHAT TO NEVER DO
Reduce price before understanding the objection.
