Sales Coach

Drill 6 · 2 min

Saying the price without flinching

Start the drill

Why it matters

This is the moment you say the number. Most techs soften the price without noticing. " They give a range, or say "somewhere around," or put the number in the middle of a long explanation.

Some offer a discount before the customer has said a word. Here's what the customer hears. They're paying attention to how you say the price as much as the price itself.

If you sound unsure, they assume the number is padded, or that it will come down if they push. If you say it plainly, they believe it's the real price. This is harder when the customer is nervous, because their nerves make you nervous.

So say what's included in one sentence, then the exact total. No range, no apology. Use the voice you'd use to tell someone the time.

Then stop. In this drill, Margaret is nervous to hear it. Tell her the price.

How it sounds

  1. Customer

    Oh dear. I'm almost afraid to ask. How much is the one you'd recommend?

  2. Tech

    For the standard heater, with the expansion tank and earthquake straps the code requires, the permit, and hauling the old one away, it's eighteen ninety.

  3. Customer

    Eighteen ninety. Is that everything, or does more get added on later?

  4. Tech

    That's everything. Eighteen ninety is the whole job, and it's the number you'll see in writing.

To pass

  • Say the exact total once, with no range, apology, or "unfortunately"
  • Say in one sentence what the price includes
  • Offer no discount and no financing before she reacts
  • If she repeats the number back, confirm it calmly without lowering it

Your customer

Margaret Ellis

Retiree on a fixed income

Margaret is nervous to hear it. Tell her the standard option's total, $1,890, and what it includes. Then stop.

The drill picks up mid-call. Margaret already knows why you are there.