Free training · Price
“What does it cost?” in minute one. Don't answer yet.
A price without context is just a number to argue with. This script postpones the price without dodging it, takes the pressure off, and moves straight into discovery.
The one rule: context first, price second.
After discovery, your price is the price of fixing their problem. Before discovery, it's just a number.
- Step 1
Acknowledge
“We'll 100% go through that.”
- Why it works
- You don't dodge. They know the price is coming.
- Step 2
Give the reason
“But to give you a real number, I need to understand your situation first.”
- Why it works
- It's true, and it frames the price as tailored, not a list price.
- Step 3
Take the pressure off
“Because… maybe you don't even need us.”
- Tone
- Concerned, slower.
- Why it works
- The opposite of what they expect from a salesperson. Resistance drops.
- Step 4
Move into discovery
“What are you using right now to fix this?”
- Next
- Continue with the gap questions. Give the price after the consequence question.
- Step 5
If they insist
“Totally fair. It ranges from X to Y depending on what you need. Let's find out which one, if any, fits.”
- When
- Only if they push twice. Give a range, then go back to questions.
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