How to kill the price question

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If you want to close more deals, you gotta do more than just show up and talk about your offer—you need to know how to sell it. The best sales reps aren’t just winging it; they know that tiny tweaks in how they handle a conversation can make or break a deal. And one of the biggest mistakes?

Letting the price question shut you down before you even get started. But don’t worry, there’s an easy fix—and it doesn’t involve selling your soul or learning Jedi mind tricks (though that would be cool).

SALES

Kill the price question

Every time someone asks for price on a call, and a sales rep answers with a number, an angel loses its wings.

I’ve watched a lot of inbound calls in my life. For brick & mortar especially, prospects often ask for price in the first minute. On calls where the rep answers with a number... close rate plummets.

Here's the fix. It’s so simple, the only thing simpler is NOT training your team on saying it.

When they ask "How much is it?" You say: "It depends on your goal - what made you reach out today?" Then shut up. Let them talk. They'll tell you exactly what they need to hear to justify the price later. That’s it.

Example: Consultancy charging $3,000/mo.

Old way - prospect asks price, rep says "$3k", prospect says "too expensive," call dies.

New way:

Prospect: "What's your rate?"

Rep: "It depends on your goal - what made you reach out today?"

Prospect: "We're losing $20k/mo on bad ad spend"

Rep: [asks more questions, finds total waste is $247k/year]

Rep: "Investment is $3k/mo, so you'll save about $7 for every $1 spent with us"

We gave this to a business owner a few weeks back. Close rate jumped in two weeks. No price change.

Moral: Price without context is always too expensive. Give them the context first.

Obviously there are some exceptions to it depending on the type of businesses you’re in and how you charge your customers but generally it works. Try it.

_{H/T: Alex Hormozi}

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