How to ask about the price

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Your mission is to stop reacting and start controlling. This playbook will arm you with the strategy and scripts to deflect the price question, re-establish authority, and pivot the conversation back to what truly matters: the high-value problem you are uniquely positioned to solve.

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THE TRAP: Why Answering "How Much?" Kills Deals

When a prospect immediately asks for the price, they are subconsciously trying to do three things:

1-Commoditize You:

They put your bespoke solution in the same category as a gallon of milk or a barrel of oil—a simple product with a sticker price. 1

2-Gain Control:

By forcing you to justify your price out of context, they put you on the defensive. You become a vendor, not a valued expert.

3-Filter, Don't Solve:

They are looking for a reason to say "no" based on a single data point, rather than engaging in a conversation about the value of the outcome you can provide. 2

Giving a number without context is the amateur's move. It's like a doctor writing a prescription before hearing the symptoms. The price is a solution, but it's meaningless until the problem is fully understood and quantified. 3

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THE PLAYBOOK: The 3-Step Price Deflection Framework

Your response must be a smooth, three-part maneuver designed to acknowledge their question, reframe the conversation, and regain control.

Steps

Steps

Name

Column 3

Notes

Step 1: The Acknowledgment & The Bridge

Never ignore the price question. This appears evasive. Instead, acknowledge it directly and immediately build a bridge that moves the conversation from price to value.

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Step 2: The "It Depends" Reframe

This is where you explicitly link the price to the outcome. You must educate the prospect that the cost is tied to the solution, and the solution is tied to their specific situation.

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Step 3: The Pivot & Permission

The final step is to pivot back to discovery and get their buy-in to proceed on your terms. You must ask for permission to ask questions.

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BATTLE-HARDENED SCRIPTS

Memorize these. Drill them. Make them your own. This is the precise language that executes the framework.

The Full Script:

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Copy of Call 2 - Anchor (1).pdf

106.8 kB

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Prospect: "This sounds great, but what's the price?"

You: "That's a great question, and we can definitely talk about price. But the price really depends on what it is that we do for you. And what we do for you depends entirely on where you are now and where it is that you want to get to. 8Would it be okay if I asked you a few questions first, just to make sure I can even help you?"

Alternative Pivot Lines:

"...so I can understand what you need and give you an accurate price?"

"...to see if we're even the right fit for you?"

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EXECUTION & MINDSET

You Are the Doctor: Embrace the mindset that you are the expert diagnostician.

A prospect asking for the price first is like a patient demanding a prescription in the waiting room. It’s malpractice to provide it without an examination. Your job is to diagnose, then prescribe. The price is the cost of the prescription.

Confidence Over Arrogance:

Your tone must be calm, confident, and helpful. You are not denying them the price; you are guiding them through a logical process to ensure the price is accurate and relevant.

Value Is the Weapon: The entire point of this strategy is to create a vacuum of information that you then fill with the immense value of the outcome you can provide. Once the prospect understands the cost of not solving their problem, your price will seem insignificant by comparison.

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📌 Tips 📌

Never state the price before you've established value. Answering the price question prematurely is a fatal sales error.

Use the Acknowledge > Reframe > Pivot framework. This is your standard operating procedure.

Acknowledge: "That's a great question..."

Reframe: "...the price depends on where you are now and where you want to be."

Pivot: "...would it be okay if I asked a few questions to see if I can help?"

Master this playbook. Moving from a reactive vendor to a proactive expert is the difference between fighting for scraps and closing high-value deals.

If you’re looking for novations, Prexium is where you’ll find the right leads to close more deals. 👉 Start today

The Cowboy Marketer⁠

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