Short coaching monologue about word-choice in sales conversations: avoid saying 'fee' or 'price' because that encourages cost-based thinking; avoid overused 'investment'; instead use terms like 'funding' and concrete phrasing (e.g., 'the funding you'll need is $9,650' or '$960 a month') to shift prospects toward results-oriented thinking. The speaker gives examples for business services and life insurance.
You never want to say fee. Like the fee is or it's going to cost you this or the price is this. Because that is just keeping them in cost based thinking and I want them in results based thinking. Then the cost seems pretty low. Now a lot of people will say the investment is. I would be very wary of that because most salespeople have been using that for decades. The investment is. So I want to use two different things. You're going to say the funding you need. So the funding you'll need is $9,650. So we're able to help you do XYZ. Any questions on that? The funding you need. Funding sounds like what an investment. Funding sounds like something good. Like businesses get funding to grow. If you're selling life insurance, it's okay. The funds that you'll need to make sure that we get you into this plan where you can see any provider that you want to so you don't get stuck with your, you know, that old doctor. You'll need like $960 a month. Any questions on how that works? Okay. I always like those two F words.
