Why is it so difficult to tell a client a price?

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The price of any product can be formed based on the interests of:

companies (when profit from sales comes first);

client (the price is minimized, because cpa email list the client wants to buy as cheaply as possible);

a specific seller (a compromise is sought).

In the latter case, the seller understands that, on the one hand, the price set by his company is too high for customers, on the other hand, selling at a price that will suit the customer will not bring profit to the company. Therefore, the manager tries to find a compromise that suits both parties.

Regardless of the price set, the customer's main problem is the need to spend money. Before buying, he will doubt, even if the price is quite suitable for him. At some point, due to the unwillingness to spend money that overcomes him, the consumer may change his mind and refuse the deal.

Salespeople often make a mistake at this crucial moment. They name the final price and silently wait for the decision of the client who is in doubt.


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4 techniques to avoid voicing the price
How to quote a price to a client? This question is the most difficult for a seller at the very beginning of interaction with a client. It is clear that a potential buyer, having heard all the advantages and unique qualities of the offered product, wants to quickly find out how much it all costs. The seller believes that he risks losing this deal if he rushes with an answer, because the client may not be satisfied with the price.

When the customer's need is fully defined, the person has information about all the advantages of the product and is ready to buy, the issue of discussing the price is not so acute. But if not all the advantages of the offered product are yet understood by the customer, if the customer does not experience an irresistible desire to buy this product, special methods of price presentation are used.

4 techniques to avoid voicing the price

Here are the most commonly used ones:

Avoiding the question. Many sales trainers recommend not to mention the price of a product until its value is established. It is advisable to ignore the client’s questions about the cost until the client is ready to negotiate their investment. However, a study conducted by HubSpot shows that this tactic is ineffective. The last thing clients expect is to have their direct question ignored.

A witty answer. You can answer, for example, like this: "Our product is much cheaper than a million dollars", "You will not be able to know the final cost of all your dentist's services until he or she conducts a full examination of your teeth. It's about the same with us!"

Justification for delayed response. Salespeople's excuses are usually as follows: "We offer the product in several variants. Let's first find out your needs so that I can choose the most suitable model for you and give you a specific price."

Providing a price range instead of a specific price. This range is either formed by the upper and lower limits, or is set depending on the average check for a given product. An answer in this form reduces the risk of the client refusing the deal because the price is too high. Only a guideline within certain price limits is indicated.