Key Insight
"Your price is a reflection of your confidence. When you own it, they feel it. When you apologize for it, they question it."
They ask: 'How much does it cost?' And you immediately feel defensive. You start explaining. Justifying. Offering discounts before they even ask.
Here's the truth: when you apologize for your price, you're telling them it's not worth it.
Most people treat pricing conversations like confessions. They say 'It's a bit pricey, but...' or 'I know it's expensive, but...' Every time you do this, you're planting doubt in their mind. If YOU don't believe it's worth the price, why should THEY?
Rule 1 — State Your Price Like It's a Fact, Not an Apology: When someone asks how much something costs, don't hedge. Just say the number. Then stop talking. Don't fill the silence with justifications. Let them process. Your price is your price.
Rule 2 — Talk About Value, Not Features: When someone pushes back on price, don't list more features. Talk about the outcome. Instead of 'You get 10 sessions,' say 'You'll close 30% more deals and stop second-guessing yourself.'
Rule 3 — Remember: Price Objections Are Usually Value Objections: When someone says 'It's too expensive,' what they're really saying is: 'I don't see how this is worth it yet.' Your job isn't to lower the price. It's to raise the perceived value.
The Sales Personality insight: The price you charge filters for the relationship you want. Low prices attract price-sensitive clients who question everything. Premium prices attract clients who value expertise and follow your advice.
Michel Namora
Founder, NAMORA · Executive Coach · Cultural Intelligence Specialist
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