Replace "fee," "price," and "cost" with "funds" or "funding" in sales pitches. These words trigger less resistance in prospects, especially when you frame the payment as a direct path to the outcome they want. For life insurance, call the monthly payment "the funds you need" to protect your family.
You never wanna say words like the fee is, the price is, the cost is, the money you need is. Those are negative words in a prospect's brain. It's a conditioned pattern that as a society, we don't like to hear those words. So you instead wanna say funds or funding. Now, if you're selling something that gives some type of ROI, you say funding. Okay, so the funding that you'll need is the XYZ dollars so that you're able to ABC result, and you repeat back the result. You want to attach the funding. If they can get the funding, they get the result. Or let's say if I sold like life insurance, I'm going to say the funds you need. So the funds you need to be able to get in the $500,000 policy so when you pass, Cindy and the kids are financially protected and can stay in the home is $193 a month. Any questions on how that works? Funding sounds like what? Like an investment, like it's smart. I don't want to say the investment is. Why do I not want to say that? Because every salesperson says that word. It's almost a associated with fees, price, or cost at this point. I want to say funding. Start switching your words to funding or funds, and you're going to notice you're going to get a better result.
