In this sales‑training monologue, the speaker warns that words such as “fee,” “price,” “cost,” or “investment” trigger negative, conditioned reactions in prospects. He recommends replacing these terms with neutral, positive‑sounding words like “funds” or “funding.” The advice includes a framing technique: state the required funding amount, then immediately tie it to the desired outcome (e.g., protecting a family, achieving a specific result). An example for life‑insurance sales shows how to phrase a monthly funding amount ($193) as the cost to secure a $500,000 policy that protects children and keeps the home. The speaker emphasizes that consistently using “funding” instead of traditional pricing language leads to better prospect responses.
