Explaining Cost to Your Customers

When you sell something people buy only once in a long while, they may not understand what to expect it to cost. You don’t want to shock them speechless when you reveal what you charge.

So prepare them:

- Educate them about the value of your offer. Explain how it can solve their problems, meet their needs, or fulfill their desires. Show them testimonials, case studies, or social proof from other satisfied customers.

- Anchor your price to a higher reference point. Compare your price to something more expensive, such as a competitor's offer, an alternative solution, or the cost of inaction. This will make your price seem more reasonable and attractive.

- Frame your price in terms of benefits, not features. Instead of listing what your offer includes, focus on how it can improve their situation, save them time or money, or make them happier. Use words like "invest", "value", or "return" instead of "cost", "price", or "fee".

- Offer different options or packages. Give them a choice between different levels of service, quality, or quantity. This will help them find the best fit for their budget and preferences, and also create a contrast effect that makes your main offer stand out.

- Build trust and rapport. Before you reveal your price, make sure you have established a connection with your prospect. Ask them questions, listen to their concerns, and empathize with their pain points. Show them that you care about them and that you are not just trying to sell them something.

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