sales tip

What If Your Price Is Going to Be … Problematic?

The Situation

John’s company designs and builds websites for small and mid-sized companies. He focuses on organizations that need to take their websites to a more professional level.

His firm charges a healthy fee to do a comprehensive job. Thus, John tries to show prospects how they will get a good return on their investment before revealing the cost.

In his sales call with prospect Janet, however, the conversation quickly led to this exchange:

Janet:  I’ve looked at some of your work online.  Very impressive!  But that makes me think you don’t come cheap.

John:  Well, to be frank, we think a high-quality site will pay off for you.  In fact–

Janet:  Well, I have to get some kind of figure from you.  Otherwise, I don’t see the point of continuing–

John:  What if you earned that investment back within a year by having a more effective site?

Janet:  Except we just don’t currently have a lot of resources for the level of product you provide.  I hope I haven’t wasted your time in coming here.


John was able to avoid naming a price right away. But even though he tried to keep his prospect engaged, John’s avoidance of a pricing discussion made Janet doubtful. How could John use Q4 needs-based selling to provide Janet with additional incentives to continue the discussion?

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