Show notes
Talking about price doesn’t have to feel awkward or cost you deals. In this episode, I break down how to bring up pricing early and confidently without sounding pushy or salesy. Building on insights from a previous episode on ghosting, I explain why delaying the price conversation creates friction, buyer anxiety, and stalled deals, and how transparency actually builds trust.
Why Salespeople Avoid Talking About Price (00:02:28 – 00:03:32)
Most salespeople delay price because it feels uncomfortable. They wait for the buyer to bring it up or hold it until the very end, hoping everything works out.
The problem is simple: buyers don’t like surprises. When pricing isn’t clear, anxiety grows and momentum slows.
The Risk of “Showing Value First” (00:03:32 – 00:05:12)
Many sellers believe they need to prove value before talking about cost. But if a buyer can’t afford the solution, no amount of value will make the deal work.
Selling a $10,000 solution to someone looking for a $1,000 fix creates unnecessary friction and wasted time.
When to Introduce Pricing in the Sales Process (00:05:12 – 00:06:58)
Pricing should come up during discovery after you understand the problem, impact, and urgency.
Early alignment helps both sides decide quickly whether it makes sense to continue the conversation.
How to Share a Price Range Without Sounding Salesy (00:06:58 – 00:08:18)
Instead of hiding the number, be transparent and give a realistic range:
“Based on what you’re sharing, clients who partner with us typically invest between $16,000 and $19,000. Is that within the range you’ve discussed internally?”
This keeps the conversation collaborative instead of transactional.
What to Do If the Price Is Too High (00:08:18 – 00:10:04)
If a prospect says the price is too high, don’t rush to discount.
Acknowledge it, stay transparent, and ask:
“What number have you all discussed internally?”
You’ve shared your number, now invite them to share theirs.
Tie Price to Outcomes, Not Features (00:10:04 – 00:11:17)
Price makes sense when it’s tied to results.
Focus on outcomes like revenue impact, conversions, or efficiency gains rather than features. When buyers see ROI, the investment feels justified.
Locking in Alignment With a Mutual Action Plan (00:11:17 – 00:13:38)
Once budget and outcomes are aligned, confirm next steps:
- Proposal review date
- Decision timeline
- Onboarding plan
A mutual action plan removes ambiguity and reduces ghosting.
Resources
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Sponsorship Offers
This episode is brought to you in part by HubSpot.
With HubSpot Sales Hub, your data, tools, and teams come together on one platform to help you close deals faster. Try it at hubspot.com/sales.
This episode is brought to you in part by LinkedIn.
Tired of prospects not responding? Get a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.
This episode is brought to you in part by the TSE Sales Foundation.
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Credits
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Audio provided by Free SFX, Soundstripe, and Bensound.
Music credits include The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and produced by Bright Seed and Hill.
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