Sales Tweak of the Week #7: Initiate Price Before the Buyer Asks

I hope you’re having an awesome Wednesday and your sales have been massive! When you confront life head on, it has many rewards. And I want to make sure you are getting as many rewards as possible in your life. That’s why this week’s Sales Training Tweak is about facing price directly. In sales, we’ve been taught to build value and then present the price—which doesn’t work.
It’s critical and vital as a salesperson that you never avoid or evade price.

7. Initiate Price Before the Buyer Asks
In prior sales training schools of thought, we were taught to build value, and then show the price. What I found is this results in a buyer, no matter how intrigued about the product, who will be wondering about price during your presentation, unable to focus on evaluating price against your product’s value. So in my company we reverse it and present price up front. For instance, we sell a training product over the telephone to sales organizations and before we actually show the product we bring up the price so the customer knows the investment required. It goes like this, “Before I get into how my product will increase your sales by at least 20%, I want to share with you our pricing so you can think with it while I show you our product.”

I have had customers tell me at this point, “We would never spend that much money,” at which point I say, “I understand—price is the easiest part of my job. Allow me to show you why we are the number one solution in the marketplace and how we can increase your sales 20%.”

Bringing price up early makes you look confident, shows you have nothing to hide, and takes out the mystery from the process. The only reason not to bring up price is because you, yourself are not be sold on it.

I’ve been bringing you these Sales Training Tweaks each week and I want to know how they’ve been helping you in your sales. I’d love to see your comments below about how they have helped and any other topics you feel could be tweaked in your sales process.

Be great,


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