How do we avoid the price question on the first sales call?

April 1, 2019

Most B2B sales reps dodge the price question because the “gurus” tell us to show value first.

So here’s what goes down on the first sales call …

Prospect asks:

“What’s your price?”

Sales rep responds:

“Let’s assess your needs first. Then I’ll prepare a proposal and send it to you tomorrow.”

While some would say there’s nothing wrong with this …

What I’d say is…

Your prospect asked you a direct question and you avoided it.

How would you feel if you visited the BMW Dealership or Apple Store and the sales rep dodged your price question?

Not a good way to build trust is it? Especially if you have to ask them a second time.

In fact, 58% of prospects want to talk price on the first call.

Whenever my prospect asks for a price…

Even if it’s in the first 10 seconds of the call…

I quickly respond …

“The price is $10,000 to $20,000 depending on your budget and needs.”

Then I begin asking discovery questions and showing value.

Don’t avoid the price question. Embrace it. Give an honest range. Build trust.

If your prospect responds with …

“$10,000 is above our budget…”


“We won’t have budget until next year…”


“Your competitor is much cheaper…”

You’ve just learned something valuable.

Because knowing the prospect’s budget is a critical part of the sales process.

Their response will determine if you begin the discovery call, postpone the conversation until they DO have budget… or mutually agree to end it.

You’d be surprised at how much time and money you’ll be saving when you’re straight up with them.

P.S: Whenever you’re ready… here’s how I can help you hire sales reps so your business grows.

View original question on quora

Don't doge the price question during sales calls